Find a Coach > United Arab Emirates > Dubai > Salma El-Shurafa
Salma El-Shurafa

Hi, I'm Salma El-Shurafa  

Salma El-Shurafa founded The Pathway Project (TPP) in 2013. TPP is a creative coaching practice for individuals, entrepreneurs, organizations and government entities aspiring to excel in the fast growing region of the Middle East.

Dubai, United Arab Emirates
Approved
Summary
Reviews
Articles
Map

About Salma

Salma El-Shurafa founded The Pathway Project (TPP) in 2013. TPP is a creative coaching practice for individuals, entrepreneurs, organizations and government entities aspiring to excel in the fast growing region of the Middle East. TPP provides professional career and leadership development as well as transitional solutions. 

Based in Dubai, UAE, TPP’s coaching programs are client-focused, and designed to propel growth and excellence by helping individuals and organizations gain a thorough understanding of themselves and their environment. The Pathway Project was born as a vessel, focused on guiding the region’s talents. 

Her creative coaching practice draws on her 10 years of extensive experience as a Human Resources professional, leader, entrepreneur and co-active coach who excelled in navigating the dynamic global UAE market. 



My Training and Qualifications

  • International Coaching Federation Member - Associate Certified Coach (ACC) 2013
  • The Coaches Training Institute, Co-Active Coach Training (CPCC), Co-Active Leadership Program and Faculty Leader 2012-13
  • Chartered Institute of Personnel Development - Diploma in Human Resources Practice & Associate CIPD Professional 2012
  • Institute for Human Resource Management Education - Certified Professional in Human Resources and Compensation Certification Program, Human Resources Generalist Certificate, Certificate in Compensation Management 2005
  • Saint Mary’s University, Halifax, NS, Canada - Bachelors in Human Resources Management/ Industrial Relations and Marketing 2003

My Coaching and Work Experience

Salma El-Shurafa is the founder of The Pathway Project (TPP) and she focuses on providing professional career and leadership development coaching. Her creative coaching practice draws on her 10 years of extensive experience as a Human Resources manager, an entrepreneur and a co-active coach who excels in navigating the dynamic global UAE market. Her coaching programs are client-focused, and designed to propel growth and excellence by helping individuals and organizations gain a thorough understanding of themselves and their environment. 

Her passion for transforming individuals has led her to flourish by working with high-potential staff, executives and entrepreneurs. The Pathway Project was born as a vessel, focused on guiding the region’s talents. Through TPP, Salma applies her professional experience to support emerging leaders in the Middle East on their own journeys to self-discovery. 

Salma’s multi-cultural background makes TPP unique. Having grown up in Germany, Palestine, Egypt, Canada, and gained her professional experience in Kuwait and UAE, she capitalizes on a global understanding of professional development. This feeds into her coaching programs, which propel the growth of individuals and organizations in the region, with an eye to global trends.

Salma is an Associate Certified Coach (ACC) by the International Coach Federation (ICF) and a Certified Professional Co-active Coach (CPCC) from the prestigious industry leader, Coaching Training Institute (CTI). She has also completed CTI’s Co-active Leadership Program and is a Faculty Leader. Additionally, she holds a designation as Associate from The Chartered Institute of Personnel and Development.

Salma holds a Bachelor’s Degree in Human Resources Management, Industrial Relations and Marketing from Saint Mary’s University in Halifax, Canada. Her past positions include working in HR for one of the leading banks in the Middle East, the National Bank of Kuwait, as well as the world’s largest building materials supplier and cement producer, CEMEX in Dubai.

Finally, Salma was a partner at UAE-based family business, Elevay, one of the top immigration consultancy companies in the Middle East. The opportunity allowed her to make fundamental contributions to the company’s growth and gain much-valued experience as an entrepreneur.

Customer Reviews

  • from Youssef Fraiwat, Director of Strategic Marketing and
Business Development, Honeywell, Dubai, UAE on 02 Sep 2014

    After 5 years of working in the same company, I needed a career change due to poor work/life balance and a lack of new challenges. I was not sure, however, which path to take and something seemed to always be holding me back. Salma’s coaching sessions allowed me think about the situation in a more practical and pragmatic way. Her structured and creative approach helped identify what is important to me in terms of a career. This understanding allowed us together to define define tangible actions that helped me become more focused and assertive on attaining a new career. Salma also spent adequate time after the coaching sessions to follow up on my activities. As a result, I am happy to say that in a few months I accepted a job offer for an exciting new position that fulfills both my personal and professional goals.


  • from Hazem Ghorab, Executive Producer, Dubai, UAE on 25 Aug 2014

    When I first made the decision of changing certain attributes in my lifestyle, I was still a bit skeptic about how a coach can help out. Being a person that has a problem with trusting or opening up to people, I was specifically recommended to take these sessions with Salma. Ever since the first time we got in contact with each other, Salma was able to easily establish a comfort zone between her and I. Even though we have not yet met in person, Salma has become more than a coach to me, she also became my sister, my best friend, and my muse. I think that was one of the main things that made it easy for me to give and take with her, the friendship, it wasn’t just a coach-client relationship; it was a conversation between two friends.

She stood by me through my deepest and darkest moments while letting me know that I will conquer those issues with no difficulty. She always made me laugh and always kept me positive by the end of each session, which always gave me comfort in knowing that everything’s going to be more than ok. 

She raised questions that I never asked myself, pushed my limits by constantly challenging me, and sprung motivations that I never thought existed in me. Through her methods I was able to find a whole new side of me that completely ignored, a side of that I’m in love with.

I was never happy with work or anything that was related to responsibilty, it was always a negative energy for me. Salma taught me how to handle these negative energies and how to transform them to productivity whilst developing a sincere love to what I do. It has become so much easier to wake up every morning and easily find motivation in my career and through out my working days.

Salma has paved my road to happiness whilst modestly letting me know that it was me who did it. Which I do believe, but I cannot ignore the fact that she was an essential and wonderful part of the process. I am now a much-improved person and I will continue to use her influence to become even more than I need to be. I owe my happiness to her and to myself, and I will be forever grateful to what she has done.


Customer Reviews

  • from Youssef Fraiwat, Director of Strategic Marketing and
Business Development, Honeywell, Dubai, UAE on 02 Sep 2014

    After 5 years of working in the same company, I needed a career change due to poor work/life balance and a lack of new challenges. I was not sure, however, which path to take and something seemed to always be holding me back. Salma’s coaching sessions allowed me think about the situation in a more practical and pragmatic way. Her structured and creative approach helped identify what is important to me in terms of a career. This understanding allowed us together to define define tangible actions that helped me become more focused and assertive on attaining a new career. Salma also spent adequate time after the coaching sessions to follow up on my activities. As a result, I am happy to say that in a few months I accepted a job offer for an exciting new position that fulfills both my personal and professional goals.


  • from Hazem Ghorab, Executive Producer, Dubai, UAE on 25 Aug 2014

    When I first made the decision of changing certain attributes in my lifestyle, I was still a bit skeptic about how a coach can help out. Being a person that has a problem with trusting or opening up to people, I was specifically recommended to take these sessions with Salma. Ever since the first time we got in contact with each other, Salma was able to easily establish a comfort zone between her and I. Even though we have not yet met in person, Salma has become more than a coach to me, she also became my sister, my best friend, and my muse. I think that was one of the main things that made it easy for me to give and take with her, the friendship, it wasn’t just a coach-client relationship; it was a conversation between two friends.

She stood by me through my deepest and darkest moments while letting me know that I will conquer those issues with no difficulty. She always made me laugh and always kept me positive by the end of each session, which always gave me comfort in knowing that everything’s going to be more than ok. 

She raised questions that I never asked myself, pushed my limits by constantly challenging me, and sprung motivations that I never thought existed in me. Through her methods I was able to find a whole new side of me that completely ignored, a side of that I’m in love with.

I was never happy with work or anything that was related to responsibilty, it was always a negative energy for me. Salma taught me how to handle these negative energies and how to transform them to productivity whilst developing a sincere love to what I do. It has become so much easier to wake up every morning and easily find motivation in my career and through out my working days.

Salma has paved my road to happiness whilst modestly letting me know that it was me who did it. Which I do believe, but I cannot ignore the fact that she was an essential and wonderful part of the process. I am now a much-improved person and I will continue to use her influence to become even more than I need to be. I owe my happiness to her and to myself, and I will be forever grateful to what she has done.


  • from Amir Melad, Project Manager - Dubai on 12 Jun 2014

    I always wanted to try coaching, as I believe that you can achieve a lot, but sometimes you need to get the necessary outside perspective to get to know yourself better and help define your dreams and goals. I also believe that applying the right techniques can help every person to lead a more happy life.

I was not happy with the way my career is progressing, so I decided to work together with Salma on defining my professional goals and ways how to achieve them.

From where I was before coaching and after the first session till today, I feel I have progressed a lot, not only has my thinking changed of what is achievable and what not, but also I have made decisions which have changed my life. I changed my job and have chosen a profession which align with my strengths.

Salma’s coaching approach is excellent and powerful. It gave me the will and techniques to focus and work on the progress of my career! Besides helping me to sharpen my strengths and getting aware of them, I have also learned to apply different methods to manage every situation in life and career.

Those tangible techniques are easy to apply and proved to have immediate effect – I can only recommend to try it. I believe that every successful person needs a coach on his/her side to continuously pursue their goals and dreams.


  • from May Abelrazek, Dubai, UAE on 02 Apr 2014

    Salma is a wonderful coach. She instantly inspired me to push & better myself by making clear conclusions about rectifying and developing several aspects of my life. She easily & confidently guided me to reach solutions and made sure I took action and stuck to my goals. She has changed the way I look at things today through her coaching techniques coupled with unconditional support. Thank You Salma, you are an amazing & inspiring coach, I wish you nothing but the best.


  • from Anonymous Coachee on 21 Feb 2014

    I think “being” is a life discovery…in means of growing, learning, building and molding our characters through life experiences. You learn to mainly build that connection with yourself on the inside and it reflects on the exterior. It’s a beautiful feeling, where self-satisfaction meets emotional recognition & understanding… I remember telling you this before I started life coaching with you, even though I never realized I had stopped “being” for a while.

My experience with you has heightened my sense of awareness; allowed me to think for myself and communicate more clearly; taught me the importance of self value; and opened my eyes to paths to be explored inside me with much excitement and happiness.

Most importantly though, I’ve allowed myself the opportunity to be me, as truly and honestly as I can be. With that, the little voice inside now aligns directly with my heart and my mind and balance is created.

Thank you for being you, Salma.


  • from Laurent Vuibert, Executive Coach, Inside Out, Singapore, Singapore on 03 Nov 2013

    When we co-lead our self-leadership workshop in Singapore, Salma’s enthusiasm and ability to hold the space with confidence, professionalism, presence and elegance generated an immediate buy-in from the participants, allowing her to stretch them as she is facilitating. It is a pleasure to co-create and co-lead with someone you can trust to challenge you and the group for the sake of the project you are committed to.


This coach has not published any articles

Winner Specialization

Language Languages

  • English English
  • Arabic Arabic

Finances

Avg cost (per hour): $ 250.00 - $ 350.00