President & CEO
Sharifa has more than 30 years of experience in multicultural marketing in Canada and is considered as a pioneer of this industry. Prior to founding Balmoral, she was a senior consultant and shareholder at one of the major marketing firms in Toronto and also instrumental in the start-up of its multicultural marketing division.
At Balmoral Marketing, Sharifa leads a team of seasoned ethnic marketing professionals to service corporate, government and non-profit organizations – guiding them to conquer and engage new markets in Canada. Her ethnic community and media networks span across Canada. Over the years, she has serviced national and international corporations including Bank of Canada, American Express, McCains, BMO Financial Group, Ontario and Federal Government, BlackBerry, Rogers, GlaxoSmithKline, Campbell’s and Canadian National.
Sharifa was awarded a federal recognition from Prime Minister Jean Chrétien for her entrepreneurial success in 1999. She was the first minority group female vice president of the Canadian Club. She is a recipient of 2013 RBC Top 25 Canadian Immigrant Award and recipient of both the Gold and Diamond Jubilee Awards as a trailblazer of her industry.
She co-founded the Toronto International Dragon Boat Race Festival and was instrumental in the success and popularity of this multicultural event in Canada. She brought the 2006 International Dragon Boat World Championships to Toronto and successfully lobbied three levels of government for $23 million to build a new watercourse at Toronto’s waterfront which generated a $24 million GDP for Ontario.
Sharifa is currently on the board of Ontario Media Development Corporation, Chinese Cultural Centre of Greater Toronto and board of governors, Mount Sinai Hospital Foundation and Vice-Chair of OCAD University.