Built in Complexity
SY Advisory was founded by Shamima Yasmine, a senior strategic communications leader with more than 15 years’ experience advising at the highest levels of government and the United Nations.
At the UK Government’s Prime Minister’s Office and Cabinet Office, Shamima designed and established the government’s crisis communications operating model — recruiting and integrating a network of 170 communications professionals across 20 departments, and training them to deliver audience-focused campaigns during national crises and security incidents.
She served as the government lead on crisis communications for all Tier 3 national security incidents, and as the UK’s working liaison on crisis communications for NATO and the OECD. She also applied AI tools to strengthen crisis communications response plans for risks on the UK National Security Risk Assessment — one of the earliest applications of this kind in government communications.
As Head of Strategic Communications for COVID-19, she led the development of the government’s communications strategy from the earliest days of the pandemic — coordinating public health campaigns and managing communications across multiple government departments.
In her time in government, she also provided strategic communications support and direct counsel to bilateral partners including the Prime Minister’s Office and Lebanese Armed Forces during the October 2019 revolution.
At the United Nations Relief and Works Agency (UNRWA), Shamima led the agency’s private sector fundraising strategy at a moment of acute institutional crisis. She built a new fundraising team, established the operational and financial infrastructure to support global campaigns including the Dignity is Priceless campaign, which raised $118 million within six months.
Earlier in her career she held communications and partnerships roles at UNICEF and other International NGO's.
These experiences span government, international organisations and humanitarian response. They have one thing in common: pressure. Often sustained, sometimes acute, always consequential.
Shamima is now based in Hong Kong and works with organisations across Asia and globally. She holds a BSc in Economic History from the London School of Economics and an MSc in International Development Management.
She is a former Trustee and Director of the United Nations Association UK, where she served as Chair of the Fundraising Committee.