She Rewrote the Rules

Zainab Ansari is a Corporate Image professional, Public Relations specialist with over 50 years of high profile and successful career in large multinationals and reputable organisations. She has been extensively exposed to television, radio and literary circles, and is an established writer, poet and freelance journalist. She has a published book of English poetry ‘Sometime Somewhere’ while her Urdu poetry collection is under compilation.

At the age of 20, Zainab became the first female to be appointed as PR executive with the country’s largest multinational company – ICI. She was also the first female to be given a management position in the male dominated organisation. Zainab later joined Inter Continental hotel in Pakistan as Public & Guest Relations Manager and progressively assumed regional and countrywide responsibilities. Ms Ansari expanded her professional expertise in the fields of marketing, sales, personnel and general management.

In 1999, she established Xenith Public Relations in affiliation with Fleishman Hillard of the USA - again, the first woman in the country to take this bold step. Within five years, the company expanded to add two more divisions namely Xenith Events and Xenith Digital.

Ms Ansari is an office bearer of the National Council of Who’s Who Pakistan and an office bearer of the Media Women Publishers & Journalists Organisation. She has also served as a jury member of the American Business Awards and International Business Awards (held annually), in the Public Relations & Corporate Communications Category for over 10 years. Ms Ansari received Asia’s Woman Leader award 2019 in Singapore.

In a candid interview with You! Zainab Ansari talks about her interesting journey over the years. Read on…

You! Tell us a bit about your early years.

Zainab Ansari: Being the second girl child in the mid-1950s, I became a disruptor from a very early age in order to grab attention I believed was my birthright. That said, my childhood was amazing – loving parents, siblings who were like best friends, one of the best schools, wonderful teachers and great school friends who are still an integral part of my life.

You! What was the work environment like for women when you started working in 1975, some 50 years ago? Was it a progressive era for women?

ZA: The ’60s and early ’70s were a golden era. Girls and women had far more freedom and safety than we see today. There were no snide remarks about dressing, no restrictions on going out with friends – male or female. It was a generally open-minded society. However, the corporate sector was completely male-dominated, except for a few non-Muslim girls in secretarial and receptionist positions. You could count the women in managerial roles on your fingertips.

You! Do you feel that issues concerning women have changed today, or are they still as prevalent as they were 50 years ago?

ZA: Socially, we have regressed. However, it’s heartening to see the focus on higher education, self-awareness and confidence as well as increased job opportunities for women in the corporate and social sectors. Today, you see so many brilliant young women, who are proving their professional worth with amazing confidence and dedication.

You! Do you think society’s norms toward working women have changed over the years?

ZA: Absolutely, they have. There is now greater acknowledgement of their capabilities, more opportunities to grow and more respect within the workspace.

You! What has it been like to be a woman in a leadership position?

ZA: As I mentioned earlier, I have always been a disruptor and do not believe in maintaining the status quo. Life is about facing challenges, moving forward and constant change. I love challenges and possess a strong will power to take these head-on. My motto has been that if a guy can do it, I can do it better. Call it arrogance, self-confidence or my innate stubbornness to achieve and prove myself. The leadership positions I have held in various organisations were the result of my passion for excellence in every role I have taken on

You! What’s the greatest risk you’ve taken as a professional?

ZA: I joined Pakistan’s largest multinational company at the time, in May 1975, at the age of 20 as ‘Confidential Assistant’ to the Chairman. An impressive title, direct reporting to the chairman; I thought I had it all. However, within a few months, I realised that my position was more clerical, with no clear roadmap for growth. That’s when I approached the Chairman with a proposal to introduce a public relations position in the company. In those days, PR was not a well-known field, so no one understood it either. Seeing my persistence, the Chairman – one of the most dynamic people in the industry - asked me to present a proposal directly to the board of directors in an upcoming board meeting. I think it was basically to get me off his back. I was, however, encouraged. I prepared a presentation on acetate sheets for the overhead projector (remember, there were no computers or PowerPoints in those days) on why the company needed public relations. The risk was that if the board rejected the proposal, I might lose my job. Fortunately, the proposal was accepted and I was promoted as Public Relations executive – the first female in a management position in the company.

You! What has been your most career-defining moment - one that you are proud of?

ZA: My over eight-year tenure with InterContinental hotels Pakistan as PR/Guest Relations Manager provided me with invaluable international exposure that significantly shaped my professional career. Regular travels across Asia Pacific and Europe were not only professionally educational but also gave me the foresight to understand the importance of cultural sensitivities. A particularly defining moment came when IHC New York decided to introduce a global ‘Guest Relations Manual’ and requested input from managers worldwide. I went a step further and authored a comprehensive Guest Relations Manual specifically for Pakistan, aligned with our religious and cultural norms rather than following a purely Western approach. My draft was not only appreciated by the headquarters but also became a benchmark for other Muslim countries.

You! What has been your experience working in male-dominated environments? What challenges have you faced?

ZA: Men will be men, with fragile egos and sense of superiority, regardless of their age, position or marital status. Some male colleagues tried to be mentors or worse ‘sugar daddies’ to a ‘young, inexperienced girl’. They didn’t know they were dealing with a stubborn, self-assured and overly confident girl. They didn’t know what hit them. So, to answer your question, there were no challenges - just more opportunities to prove my worth.

You! What has been the key to your professional success?

ZA: Complete dedication, professional and personal honesty, going beyond the expected, maintaining a positive approach, considering problems as opportunities, building and encouraging my team to move up in life and being a team player - these have been instrumental to my success.

You! Who has been your mentor in your career?

ZA: My very first boss Mr. J. R. Rahim - Chairman at ICI, who understood my passion to succeed and paved the way for me to move forward. Mr. M. H. Askari, head of Corporate Communication with ESSO Pakistan (now ENGRO), who was my go-to person for professional guidance. I wish both these most amazing mentors had seen my long journey. May Allah grant them the highest place in Jannah.

You! What is the biggest challenge women are facing around the world today?

ZA: Trying to compete with others instead of with themselves. The world today is more open to inclusivity, new opportunities, respect for performance and excellence. I recommend that all working women start focusing on developing innovative approaches to complex problems and striving for excellence in their performance to reach the levels they are aiming for.

You! What is the most important advice you can give to women?

ZA: So many! Have confidence in yourself. Keep learning and keep updating your knowledge. Try to be a leader in your role rather than a follower - lead with honesty, integrity and complete dedication in whatever you choose to do.

You! What is the biggest relationship lesson you’ve learned so far?

ZA: Relationships are extremely important - with parents, siblings, spouse, children, relatives, friends, colleagues and whoever enters your life. Relationships are life boats that prevent you from drowning in solitude and despair. Alhamdulillah, I have valued every relationship with utmost honesty and space wherever required.

You! What does a typical day look like for you?

ZA: After 50 years of the most amazing and satisfying roller coaster journeys, while balancing personal and professional life; I have forfeited my role as Chief Executive of Xenith PR which is now with my most brilliant, hardworking and trustworthy prodigy Raheel Nabi, who is also a director in the company. I remain Founder and Chairperson. I now get more time to spend with my mother, home, family and friends. Most important is the ease of being able to travel whenever I want to meet my sons and their families in the US and Canada.

You! What is your philosophy of life?

ZA: Never say “I can’t.” One may not want to do something by choice, but of course I CAN and YOU CAN.

You! What is your biggest indulgence at home?

ZA: I am an avid reader. Books are my passion. I have written a lot of poetry, both English and Urdu. An earlier collection of my English poetry was published in 1978 along with three other budding poets. I plan to publish my Urdu poetry whenever I finally get down to it.

You! What is your most treasured possession?

ZA: I wouldn’t call them possession, but both my sons and their kids are my lifelines.

You! What did you like to read when you were a little girl?

ZA: Everything from Enid Blyton, Charles Dickens, Readers Digest - any and every author my mother got for me. Also, Bachoun ki Dunya (Urdu).

You! What energizes you about work? Do you think there is an age for retirement?

ZA: Age and years are just numbers. I believe an active mind and an active body come from remaining busy and relevant. There is no such thing as ‘retirement’ while one is living an active life. At Xenith - I have stepped aside; I have not retired - specially to give space and responsibility to the younger generation with new ideas, zeal and commitment to take the company into the future.

You! What’s the secret to a happy, healthy life?

ZA: Give your heart and soul to whatever you choose to do. Build a strong bond with your children, their spouses and kids. Remain relevant and available to your loved ones, including your extended family and friends. I am lucky to have stayed connected with my friends from school – some even from as far back as nursery - wherever in the world they are.

You! How do you keep a balance between family life and work?

ZA: My sons have always been my top priority. I made sure of always there for them despite my job commitments. I have been good with planning and juggling, so as not to neglect any of my obligations.

You! What are your future plans in terms of expanding your work?

ZA: I have done my bit in expanding and forging a path for young women to follow in the industry by setting up Pakistan’s first woman-led PR agency. For Xenith, I have now delegated full authority to my CEO for any future expansion or improvement.

You! What keeps you going at 70?

ZA: Wonderful people around me.

Erum Noor Muzaffar is the editor of You! magazine. She can be reached at   [email protected]