Nesreen El Shoura

B.A.
Senior Management Associate, Spearhead Training, U.A.E.

Nesreen El Shoura is an Arab national and a very experienced soft skills trainer, having worked with one of the world’s leading training providers in Egypt, running courses in Communication, Customer Service, Team Performance and Sales Skills.

Nesreen began her working life in 1995 in Advertising and PR, with Promoseven / Mc Cann Erickson Advertising Agency in Egypt. While working with the agency she also commenced her university studies in English Literature – which still remains one of her great passions. Her literacy skills, creative ability, and interpersonal skills meant she was given the opportunity, at a relatively early age, to develop and deliver strategic presentations for many business leaders.

In her agency role, she worked on many different aspects of business including: product concept, conceptualising marketing strategies, marketplace testing, designing / executing events, press conferences, writing press releases, creative briefing, copywriting, etc.

At the agency, Nesreen handled some of the world’s leading automotive accounts, including advertising and PR for General Motors and BMW. In the FMCG field she worked on Colgate Palmolive and Heinz accounts, and in Hospitality and F&B, she launched TGI Fridays and Little Caesar’s Pizza! Pizza! in Egypt.

Making professional presentations to clients and prospects helped Nesreen to ‘fine tune’ her presentation skills so they were always delivered to a very high level. It was while at the advertising agency that she first developed her coaching skills - when helping to brief creative, media, and production crews.

In 1999 Nesreen moved to Citroen, Egypt, as Advertising Manager, where she once again had the experience of training and coaching a team of executives (Advertising Agency, PR, Pre-Sales, Post-Sales, and Frontline Communicators), on how to deliver fundamental benefits to customers.

After the aggressive demands of the modern business world, in 2001 Nesreen moved into a different role, when she volunteered for an NGO affiliated to the Arab League. In this capacity she worked on a project that allowed single mothers to financially support their families. Nesreen was involved in training other administrative members in the NGO network offices, on administrative and management skills, as well as recruiting and training suitable candidates for different professions. In this post, Nesreen realized that everyone should have the right to an opportunity for personal development, and this drew her more closely into the training arena. Her work in this role gave her great insight into how a trainer can create ‘positive change’ in peoples’ lives.

Nesreen is, in many ways, a trainer with a sense of mission; she loves creating positive change in the people with whom she works. In her career she feels she is capable of spotting new ideas, introducing them, and altering peoples’ perceptions. She feels that training is the best way to utilise her business skills in a positive and people-focused environment. Her belief is that training is a tool for individuals to improve their lives, and in turn, improve their business performance.

As a bilingual Arabic / English speaker, who has lived and worked in Europe and the Middle East, Nesreen is a culturally sensitive person - capable of crossing and breaking down barriers in the training room. She has contagious enthusiasm and fully believes in ‘practising what she preaches’.

In 2008, she joined Spearhead Training, Qatar, as a Senior Management Associate, delivering courses in English, Arabic, and bi-lingually. Nesreen is able to tailor courses to business needs, as well as being able to develop programmes that are highly relevant for client requirements.

Nesreen's key areas of expertise include:

Management & Leadership
> Coaching For Optimum Performance
> Driving Performance - Key Competencies
> Counselling Skills
> Creative Problem Solving & Decision Making
> Developing Management Skills
> Event Management
> How To Conduct Effective Meetings
> Planning & Organizing Skills
> Supervisory Management Skills - For 1st / 2nd Level Supervisors
> Leading High Performance Teams
> Senior Management Programme
> Strategic Thinking & Planning