A communications and corporate affairs professional with over 20 years of experience, Priya Sarma brings extensive experience in driving collaborations across companies to achieve positive business, social, and environmental outcomes, emphasizing purpose-led growth. Her belief in the power of partnerships led her to set up the Advertising Business Group (ABG) – the region’s largest Advertising and Marketing self-regulatory group – with more than 60 members, who account for over 70% of the MENA region's advertising spend.

She also set up the UAE Chapter of the Unstereotype Alliance with UN Women in November 2020. In November 2022 she was elected as the Chair of the Circular Packaging Association.

Priya also attended the 2022 Cannes Lions as a jury member of the Sustainable Development Goals Lions (SDG).