SpeakerAzza Ali Aljassmi is the Director of the Government Communication Department at the UAE Ministry of Finance, where she leads national efforts to enhance the country’s institutional reputation and shape a compelling national narrative. Her work focuses on developing and implementing innovative government communication policies and practices, and forging strategic partnerships that embody the UAE’s vision and advance its developmental ambitions on both the local and international stage. With over 15 years of specialised expertise in strategic communication, reputation management, government relations, digital transformation, and high-level national and international partnerships, Aljassmi has spearheaded major initiatives of strategic significance. These include leading communication campaigns for the tax system and Treasury Bonds, supporting the UAE’s participation in the financial track of BRICS and the G20, establishing the first national platform for financial media, and designing the UAE Global Talent Programme to raise awareness of career opportunities for Emirati talent in international financial institutions. She has also driven a notable leap in customer happiness indicators by developing the call centre and employing artificial intelligence technologies in institutional engagement. Aljassmi holds a bachelor’s degree in Mass Communication from the United Arab Emirates University, in addition to distinguished executive certifications in leadership and communication from prestigious international institutions. She began her career in the media sector within the Government of Dubai team, before moving to the federal sphere at the Ministry of State for Federal National Council Affairs, where she launched the Political Awareness Forum and played a pivotal role in elevating the government’s media discourse in line with the UAE’s vision. Firmly believing that government communication is a national instrument for building trust and enabling informed decision-making, Aljassmi leverages her leadership experience to translate the UAE’s vision into impactful messages that generate enduring societal and economic value.