She is determined, loves what she does and certainly knows how to make things happen in the world of PR.

Rutuja Marfatia is a PR and communications expert with over a decade’s experience building impactful narratives and shaping brands. She is the founder of Waffle Communications, a UAE-based agency known for delivering thoughtful, results-driven campaigns. Rutuja is known for her attention to detail and her ability to turn bold, unconventional ideas into meaningful impact. Her work focuses on crafting compelling brand stories, building strong media and influencer relationships, and creating nuanced strategies that help brands stand out and grow with purpose.

We speak about:

• Pursuing a career in PR - did she choose PR or did PR choose her
• How did she win new clients when she started her own PR agency Waffle Communications in the UAE
• What is she advising her clients in the UAE with the backdrop of geopolitical tensions
• Her take on the PR industry bashing
• How she approaches difficult conversations with her clients
• There's speed-to-market and then there's urgency culture - is everything urgent? And how urgent is urgent?

Let’s get to know Rutuja and how she makes things happen.