Having promoted sports and worked with a variety of people across the globe – athletes and otherwise - I developed the desire to better understand the behaviours and thinking of myself and others. Motivated during lockdown to learn, I enrolled for an MSc in Psychological Studies (conversion). As my primary love was with sports, I afterwards also chose to enrol in MSc Psychology of Sport, which I am currently undergoing.In the company I established, the first priorities were creative thinking and problem-solving abilities; after coming grips with that, I realised meticulous detail was needed in execution of the plan. This became second nature together with awareness of the prevailing culture relating and its relevance to promotional opportunities. This was particularly challenging as I expanded my company from Pakistan to Canada. In both countries, I found that it was essential to adapt to the range of personalities encountered - from celebrities to sponsors to technical assistants. I have been able to devise and implement campaigns across channels including website, email, social media and traditional print advertising. This is evident by my track record and has enabled me to identify partners and allowed me the privilege capacity to achieve revenue goals and ticket numbers.Despite my academia in Engineering and business experience in Event Management, I have found that some things cannot be taught and no manual or textbook cover them i.e.  The oversight of projects to ensure the creative vision and strategy remain intact  Empathy with clients and vendors generating superior levels of service  Excellent communications skills Flexibility and capability to turn obstacles into opportunitiesThrough valuable experience, I have achieved these intangible goals as well as those more obvious.