Ebba is an accomplished campaigner with qualified experience of working in the Public Relations, Communications sector as well as developing high profile events. She is the founder and CEO of FemGames, where she aims to implement structured PE lessons for girls’ schools across Pakistan. 


How did you get started in your career?

I started as a Marketing and PR Consultant specialising in high profile events at a media agency in London straight after, I had graduated with a Business & Marketing degree. Having launched number of TV channels for SKY & organising red-carpet events over a period of 18 years, I have now grown into Management Consultancy, by managing large teams & international projects. From working with high profile charities and organisations to working with smaller agencies – PR was and is still at the forefront and has been the winning streak for me in the entirety of my career.


What is a highlight of your career?

There is not one that I can choose but having met some very influential celebrities who left inspirational impressions and memories is one of them. I was nominated for the ‘Pakistani Power 100’ list of influencers and was awarded for ‘Most Contribution in PR & Media’ in the British Asian community which was awarded by the Nazia Hassan Foundation UK. Headhunted to work for one of the topmost rated in-house media agency in the UK. Being able to advocate more ‘Girls in Sport’ in girls’ schools within Pakistan was great as it received an overwhelming response.


What does an average workday look like to you?

Start the day as early as 7 am (pre COVID) – manage the timetable for the day, which also includes making meals for the kids, responding to school emails etc. Generally, I have a pretty flexible working day and sometimes I can be working through the night to meet a particular deadline and sometimes during the day too.

Otherwise I normally tend to do the standard 8 am drop off to school for the kids, do the groceries, walk 10,000 steps and I am at my desk by 9.30 am. If I’m working from home then I may prepare tea or dinner for the kids around 11:30 am and return to my work by 12.30. Or if I am at the office or in meetings all day, then it’s a takeaway or my mums for dinner. Generally, I try and pick the kids up myself by 3.30pm and take calls on the go whilst instructing kids to finish off their homework and dinner by 6pm. Bath time and dinner by 7pm and when the kids have finally gone to bed I am then back at work from 9.30 pm to late hours.


What has been the greatest hurdle for you to overcome in your career?

Since I recently started advocating for ‘Girls in Sport’ in Pakistan, I have found that changing the mindset and breaking barriers has been a hurdle and it’s not one of the biggest hurdles but quite a resistant mindset to feel pressured to give up. But the overwhelming support I got from my family and friends around me keeps me going.


What is the best thing about your job?

No day is the same, I meet some fantastic inspirational people and of course the results you gain! PR and Events have been immensely rewarding and exciting. I have accomplished and achieved more than I had imagined. However, my new love for pushing more girls into sport at schools has been emotionally and morally rewarding.


What are your plans for the future?

To continue working hard and breaking barriers, inspiring others to keep going and believe in what they want to do. To see more girls playing sport at school in Pakistan with opportunities and choices that we had always had here in schools.


How do you unwind?

A late-night Netflix movie with my favourite Elachi chai!