Exploring Life & Business with Slma Shelbayah of Shelbayah Consulting

Today we’d like to introduce you to Slma Shelbayah.

Slma, we appreciate you taking the time to share your story with us today. Where does your story begin?
I often say that storytelling is in my DNA. Growing up as the daughter of Egyptian immigrants, I learned early on what it meant to navigate between worlds—bridging cultures, faith, languages, and perspectives. That duality shaped me: I had to listen carefully, speak thoughtfully, and show up in authentic ways that commanded trust. I didn’t know it then, but those lessons were laying the foundation for everything I would do later in life as a journalist, consultant, and leader.

My career began as a small TV Georgia correspondent running local community-focused programming for a television station then based in Buffalo, NY. Simultaneously I was writing for an international woman’s magazine, Azizah, and teaching Arabic while completing my Masters degree and later as an Adjunct Professor. My ultimate career goal was to become a CNN Journalist. A few years into the workforce, I was blessed to make this dream a reality and join in the fast-paced, high-stakes world of CNN, where I spent my 7-year tenure covering some of the most pivotal events of our time—from the Arab Spring to U.S. elections to intense moments of social unrest. My reporting earned me CNN Worldwide’s inaugural Diversity Ovation Award, but more importantly, it taught me that news was never just about headlines—it was about people and energy exchanged between them. It was about telling stories that revealed truth and built connection.

After leaving CNN, and while building Shelbayah Consulting, I was recruited to join the Savannah College of Art and Design (SCAD), where I led corporate public relations and marketing for one of the world’s top art and design universities. That role honed my ability to elevate an institution’s voice on the global stage while managing complex stakeholder relationships.

At the same time, I was expanding the work of Shelbayah Consulting, my company, driven by a passion to help organizations use storytelling as a tool for growth. I was also still teaching business and communications courses at the university level across several universities, including Georgia State University, Brenau University and Clayton State University. At Shelbayah Consulting, I worked directly with world leaders, executives and teams to refine their messaging, strengthen executive presence, and align communications strategies with business outcomes. I kicked off with the Carter Center on a global stage in Switzerland, training world leaders on navigating media landscapes and sharing compelling stories, and continued to work with more mission-based organizations across sectors in technology, healthcare, and beyond. What started as a side practice quickly grew into a firm trusted by both corporations and mission-driven organizations.

My consulting work eventually led me into senior executive leadership roles. I was recruited by Yardstick Management and became the Chief Communications & Marketing Officer and Principal Consultant, spearheading a brand transformation that expanded the organization’s digital reach by 600% in four months, grew revenue from $800K to over $6M, and helped earn national recognition from Inc. Magazine as Best in Business for two consecutive years. My brand and marketing work positioned the firm for a successful acquisition within three years, after which I was appointed Chief Communications & Marketing Officer at the acquiring firm, Diversified Search Group, unifying seven brands into one cohesive story and raising the organization’s visibility nationally.

Through Shelbayah Consulting, I continue to deliver transformative outcomes for clients through Fractional Chief Marketing Officer, Chief Communications Officer, and Chief Strategy Officer, communication coaching support roles as well as facilitated events as an Emcee and/or Keynote Speaker. For Flatiron Health, we were honored to lead a three-year engagement that improved leadership presence, strengthened stakeholder trust, and enhanced employee alignment. At FIS, we built executive presence and client success training for nearly 300 leaders, directly impacting multimillion-dollar account renewals. We collaborated with several startup companies to develop compelling messaging and strategies to get them into market, supporting them successfully in internal and external communications, public relations and marketing efforts.

“These aren’t just communication programs,” I tell my clients. “They’re business growth strategies. When leaders show up projecting confidence, clarity, and empathy, they close deals, retain clients, and build reputations that last.”

Today, through Shelbayah Consulting, I work with both individual leaders and organizations to help them build and elevate their brands. For executives, this means developing thought leadership platforms, refining executive presence, and positioning them as trusted voices in their industries. For companies, it means working closely with them as a fractional CMO or CCO strategizing and crafting brand narratives that resonate, align cultures with values, and engage clients and employees in meaningful ways.

The work is deeply rewarding—helping a CEO land a keynote that raises their profile, guiding a founder through messaging that attracts investors, or supporting a Fortune 500 team in strengthening client retention. These stories remind me why I started Shelbayah Consulting in the first place: to make communication a driver of both trust and growth.

Some of my most meaningful work has come in moments of crisis. After the murder of George Floyd, while at Yarstick Management, I advised and led engagements with companies including, Orangetheory, 1stDibs, Playboy, Roark, and SevenRooms as they grappled with how to respond authentically to employees and the public. I partnered with CEOs, HR leaders, and Employee Resource Groups to craft messages that weren’t just statements—they were commitments. Those experiences reinforced for me that communications, when done right, can be a tool for healing, accountability, and progress.

Beyond consulting, I’ve dedicated myself to creating spaces where women can recharge and grow. Through my Creative Wellness Retreats for women, I bring together small groups to focus on reflection, creativity, and storytelling. These retreats are deeply personal to me—they’re about giving successful women the tools to take up space, find their voice, and lead with confidence.

I’m also currently writing my memoir, which traces my journey from the newsroom to the boardroom, weaving together my personal story as an Egyptian-American woman with lessons on leadership, resilience, and communication. It’s a book about leveraging exchanged energies to grow, connect, and find your place in the world, even when the spaces you enter weren’t originally designed for you.

Today, I’m proud to serve as a member of the Fast Company Executive Board, where I contribute thought leadership on leadership, inclusion, and communication. I continue to grow Shelbayah Consulting and create programs that help executives and teams succeed.

What drives me hasn’t changed since I was a young girl watching my parents navigate a new country: the belief that words matter, human stories matter, presence matters, and that when leaders show up with authenticity and empathy, they can inspire trust, transform organizations, and move entire communities forward.

This is my story—and my mission. I continue to actively seek partnering with more clients who are ready to effectively share their stories, amplify their impact, evolve their brand, and lead with clarity and confidence.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I underwent a tough and challenging federal discrimination case at the tender age of 25 years while pursuing a PhD that truly shook me to my core. I was a high achiever, finishing my undergraduate degree in 2.5 years, followed by a master’s degree and continuing into a PhD program while teaching at the same university as an Adjunct Professor. This case halted everything and gave me pause to reflect on my pace, identify, and search for a new path forward that ultimately contributed to my next stage in life and journey to pursue my dream career at CNN. I truly believe that with every hardship comes ease. One must only remember to keep moving with grace and deep conviction in the process.

Entering the newsroom at CNN meant proving yourself in a space where representation was limited. You often had to fight stereotypes, overcome bias, and assert your credibility in environments where diverse voices were necessary, especially as the news is made of said diversity, yet weren’t always elevated in the decision-making.

Reporting on the Arab Spring, U.S. elections, and moments of racial unrest required carrying the emotional weight of communities while staying objective. The challenge was balancing truth-telling with compassion while remaining grounded. Leaving CNN, a globally recognized platform and my dream career, meant reinventing yourself in a completely new field. Being recruited to SCAD and later pivoting into consulting demanded not only new skills but also resilience to prove storytelling expertise and skillsets are transferable.

Advising companies through George Floyd-era racial tensions wasn’t just about drafting statements—it meant helping leaders respond authentically when employees were hurting, and when any misstep could cost trust, reputation, and business.

Growing Shelbayah Consulting while holding executive roles at Yardstick and DSG and as a single mother, meant juggling priorities, building a business from the ground up, and finding clients who truly valued long-term communications strategy over quick fixes.

As a first-generation Egyptian-American, I grew up straddling two cultures. At times, you felt like you had to “code switch” to belong, and that shaped how you learned to adapt, listen, and bridge divides.

In executive roles, particularly in consulting and communications, I’ve had to navigate environments where women leaders sometimes had to “prove themselves twice as much.” I turned that obstacle into fuel, helping other women leaders find their presence and confidence.

Building my own consulting firm meant stepping into uncertainty—no guaranteed paycheck, no roadmap. I faced the challenge of building credibility, client trust, and sustainable growth in a competitive market.

Finally, losing my mother was a profound personal loss that tested my strength. Yet, I’ve channeled that grief into my life’s work, writing, and women’s retreats—turning personal pain into purpose.

Appreciate you sharing that. What should we know about Shelbayah Consulting?
Shelbayah Consulting, LLC is a strategic communications and business development consulting agency. As your strategic partner, we specialize in delivering global expertise business solutions tailored to your evolving organizational needs. Our services encompass strategic planning, media, and public relations visibility, public speaking coaching, intercultural training, content development, executive coaching, and event keynote and emcee facilitation in fractional, advisory or consulting capacity. We have partnered with internationally recognized organizations across diverse sectors—including Technology, Healthcare, Education, Executive Search, Government, and both Private and Non-Profit industries—to drive meaningful and sustainable transformation. Our mission is to help businesses and leaders navigate their communication challenges and achieve compelling lasting impact.

Tailored Services: Providing specialized solutions in strategic planning, media relations, public speaking, intercultural training, content creation, executive mentoring, and event keynotes and emcee.

Wide-Ranging Client Base: Partnering with prominent organizations including The Carter Center, Diversified Search Group, Flatiron Health, and Brenau University.

Sustainable Change: Committed to facilitating impactful, enduring transformation through customized communication solutions.

Strategic Guidance: Assisting businesses and leaders in overcoming communication obstacles to ensure long-term success and influence.

So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
Feel free to reach out directly to me at slma@shelbayahconsulting.com or visit our website www.shelbayahconsulting.com to learn more about how we can help you develop creative, compelling communications to support your business needs.

Contact Info:

• Website: www.shelbayahconsulting.com
• Linkedin: https://www.linkedin.com/in/slma-shelbayah-she-her-hers-26236052/