Sabina
Kadić-Mackenzie
Areas of Expertise
- Strategy development
- Media relations
- Stakeholder engagement
- Senior counsel
I believe actions speak louder than words, so with that in mind, I’m always on the lookout for ways our clients can make a difference to communities or wider society and communicate it well. I work with several longstanding clients whose work is truly transformative, and that gives me great pride in the work we do together.
What area of work do I enjoy the most? Aside from getting to work with multinational clients on their response to major issues like preventing the deforestation of the world’s rainforests, improving the lives of children and young people or trauma-informed communications with survivors of abuse, the journalist in me means I enjoy nothing more than a busy media launch day. To this day it gives me an adrenaline rush. That, or developing strategies from scratch, starting from a different place, and watching the team’s collective ideas turn into an excellent piece of work – that we then go on to deliver!
I’m passionate about social justice and equality and the fact that I’m able to pursue that inside and outside of work, whilst making a difference with some of the world’s best-known brands, is amazing. I am the chair of Scotland’s leading genocide education charity, Beyond Srebrenica, and a passionate advocate for the rights of people experiencing homelessness and other forms of inequality.