Jawaher Al Qasimi continues to empower women leaders

Erum Mazher Alvie, Khawla Al Serkal, and Reem BinKaram move up the career ladder

Her Highness Sheikha Jawaher Bint Mohammed Al Qasimi, Wife of His Highness the Ruler of Sharjah, the Chairperson of the Supreme Council for Family Affairs, has ordered a series of promotions within Her Highness Executive Office (HHEO), Sharjah Ladies Club (SLC) and Sharjah Children’s Centers (SCC). These appointments are in keeping with Her Highness’ belief and vision of supporting and empowering women with leadership positions to positively impact society by encouraging these women leaders to build organisations that serve the community and the country with excellence.

Erum Mazher Alvie has been promoted from Advisor to Senior Advisor in the Executive Office of Her Highness Sheikha Jawaher Al Qasimi, Khawla Al Serkal has been promoted from Director to Director General of Sharjah Ladies Club and Reem BinKaram from Acting Director of Sharjah Children’s Center to Director of SCC.
This comes in recognition of their respective contributions to build and develop Sharjah entities and Her Highness’ aim to encourage women and professionally develop them so they are able to contribute significantly to the development of society.
The appointment of Erum Mazher Alvie as Senior Advisor, comes in appreciation for her continuous work and support of Her Highness’s organizations. She has had a distinguished career in the social sector overseeing a variety of initiatives under Her Highness’ patronage and was awarded the Sheikha Jawaher Medal for Contribution and Excellence in 2007.

Erum joined the Sharjah Ladies Club in 1995 having graduated from Smith College with honors gaining a Bachelor’s degree in Art. She served as head of various departments and then as Director of SLC till 2010 when Erum was appointed Advisor Management & Development at Her Highness’ Executive Office. Her responsibilities have covered the on-going development and progress of a number of organizations, such as The Big Heart Foundation, Salam Ya Seghar, FUNN – Sharjah Media Arts, Sharjah Children’s Centers (SCC), Sajaya- Young Ladies of Sharjah and Sharjah Girl Guides.
Erum has served on the board of Sharjah Ladies Club and is a board member of Sharjah Children’s Centers. Her efforts in launching different initiatives that serve women, girls, and children, to achieve Her Highness’s vision for organizations and the UAE community has led to this new position.
Khawla Al Serkal achieved distinction for a variety of assignments during her career with the government‎ sector and was awarded the Sheikha Jawaher Medal for Contribution and Excellence in 2014. She has been instrumental in developing effective systems and managing her team diligently during her tenure as the director of SLC. Al Serkal’s efforts to improve the quality of services provided by the SLC, as well as in serving community members who visit the club frequently, led to her new position.

Al Serkal graduated from the American University of Sharjah with a Bachelor’s in Marketing and joined SLC as Assistant Director of Marketing in 2005, going on to becoming Director of Business Development in 2008. In 2009 she was appointed Assistant Director of SLC, later becoming Director of the club in 2010. Khawla has managed the development of SLC, overseeing various divisions including SLC Branches, JRCC and the Women’s Sports Department with excellence, leading to this promotion.

Reem BinKaram is on the board of Sharjah Tatweer Forum (STF), which is under the patronage of His Highness, the Ruler of Sharjah, and has been actively involved in this think tank since 2006. In 2010 she became the Head of Finance at STF.
Reem graduated from American University of Sharjah with a degree in ‎Interior Design in 2002 and began her career with Dubai Civil Aviation and Dubai Airports. She served in different capacities at the BinKaram Group utilizing her background and interest in Interior Design to deliver turnkey projects for the company and made valuable contributions in varied roles for the group.
Reem has been a board member for Sharjah Children Centers (SCC) since 2013 and was entrusted with the title of Acting Director of SCC. She has managed positive changes and has achieved remarkable results inspiring the team to deliver their best for SCC and due to her outstanding management skills has been promoted to Director of SCC.

Her Highness continues to support women in the UAE to make significant achievements in a range of spheres from the social sector to business. Her Highness Sheikha Jawaher Al Qasimi seeks to ensure that capable, responsible and dedicated individuals hold key executive positions in her organisations in order to contribute effectively in social and economic development of Sharjah. This is in keeping with Her Highness’ belief that active participation by women in all areas of public life is a force for progress in the region.