YASMIN CADER

25 September 2021 06:02 am Views - 2371

 

She is the Queen of PR in Sri Lanka, the undisputed power woman in the industry; her position remains the same even forty years on. Events she has conceptualized and produced, have been fondly etched in the minds of Colombo’s high society as being some of the most glamorous and opulent affairs to have been hosted in the city; a city that never sleeps, always loves a good party, and a city of constant rediscovery that has been serving sailors, traders and martinis for over two thousand years. Colombo society is not an easy audience to please, and to have them speak about an event or club, decades later speaks volumes about the lady who designed and executed them in style and to absolute perfection. The Lady Hilton Club launched by the Hilton Colombo in the 1990’s was positioned by her in to being a much sought-after club by the crème de la crème of Colombo. There was a waitlist at one point with socialites clamoring to join the fashionable club. She was bestowed with the Asia Pacific Award for the Best PR Team during her tenure at the Hilton Colombo. Her work shone a spotlight on several hospitality brands in the city, from the Colombo Hilton to Trans Asia, Colombo Plaza Hotel (Lanka Oberoi) to the Cinnamon Grand and Cinnamon Lakeside; she truly had the Midas’ touch. She is also widely recognized for her philanthropic work including several successful projects she has executed on behalf of the Lanka Alzheimer’s Association.

She Can and she is a kind, gentle, soul with an infectious smile. An absolute people’s person with an affable personality. She is genuine, she is honest, she is innovative, creative, diplomatic and an absolute game-changer. She is inspirational, and she has inspired an entire generation to pursue a career in the PR and Communications industry. She is an icon, a true Sri Lankan role model; Yasmin Cader.
 

Share with us a summary of your corporate journey.

My corporate journey began in 1980, when I joined the former Hotel Ceylon InterContinental as the hotel’s first female Guest Relations Officer. I soon rose to the position of Public Relations Manager, and from there on there was no looking back. In 1989, I joined Ceylon Tobacco Foliage for a few months and worked in the Sales Department, after which I joined the Hilton Colombo as their Public Relations Manager. I earned many titles during my tenure of service, winning an Asia Pacific Award for the Best PR team, and also for compiling a crises management document detailing our experiences during conflict times. This was subsequently shared throughout the region. We were trained to be resilient and we overcame many obstacles. After fifteen and a half years at the Colombo Hilton, during which time, I was sent overseas to several Hilton properties that were being opened in the South East Asian region as part of the pre-opening team.

In 2003, I joined John Keells Holdings; the leisure sector. I joined the then Colombo Plaza Hotel (formerly the Lanka Oberoi Hotel) as the hotel’s Resident Manager. I was privileged to be given the responsibility of overlooking the refurbishment of the original wing of the hotel, which was completed in record time of ten months, as per the scheduled release date. I retired in 2007, but was later transferred to the Trans Asia Hotel as a Consultant, and once again was in-charge of the refurbishment of the entire hotel, which was accomplished in under four months! During the years spent at the various hotels, I was delighted that every hotel I worked at became the number one property in accordance to the Ceylon Tourist Board ratings. In 2011, I bid goodbye to the hotel industry, but sooner than later, took on an appointment offered at the Paradise Road hotel properties as the General Manager of Tintagel Colombo and was also in charge of Paradise Road Villa, Bentota. After ten months, I chose to follow my own dream in Event Planning and Event Management.

Share with us a summary of your personal journey.

I am proud to say that I am a past pupil of Bishop’s College, Colombo, which has been one of the best phases of my life. I was quite involved with extra-curricular activities such as sports, inter-school General Knowledge and Spelling Bee competitions, Drama, Singing, Brownies and Guiding. I was the Captain of Copleston House and was also the Deputy Head Girl of the school. I was able to win many prizes during my school years and the many friendships that I formed in school, remain some of the best, to date. I left after completing one year of my Advance Level year. I stayed six years at home, following classes at IBM, Cake Making and the Polytechnic. I subsequently, made it to the next cycle in life, better referred to as “marriage!” Four years into marriage, I was encouraged by my late husband to join the hospitality industry, something I had no knowledge of, but I was a people friendly person. This, thereafter, was my entry into meetings, boardrooms and the norms of any corporate entity. Thirty-two years later, it is impossible to say as to how many meetings I probably sat at, because not a working week passed without at least attending six to nine meetings.

What are the most important attributes of successful leaders today?

To lead by example, be someone with integrity, follow ethical disciplines and have an open-door policy during working hours.
 

 

How did you move forward when everyone kept telling you that your suggestions or ideas won't work?

Fortunately, I didn’t fall into that situation too often during my working years, but was always open to agreeing with others who came up with better and more productive ideas which made sense.
 

Tell us three exciting or game changing projects you have executed during your career?

I won’t say game changing, but being a part of the team in resurrecting the hotel after a bomb blast, where the hotel got severely damaged, was a highlight. It was more than a challenge and rewarding to see the team jointly working together to achieve a quick re-opening. We were also the trendsetters for special occasions celebrated globally, and had the only exclusive Club for Ladies; The Lady Hilton Club, where different events were held, including overseas trips for the members. Launching of the Cinnamon Brand was immensely exciting to say the least, and another game changer in the hospitality industry; introducing a luxury local brand to discerning overseas travelers, and also for the local community to enjoy! Cinnamon Grand being the first and Cinnamon Lakeside the second. At Cinnamon Lakeside, launching the pontoon on the lake, “Eight Degrees” was another first which became everyone’s popular party venue, indeed a unique experience.

 

Do you ever think – “Am I crazy?"

Yes, many times. Working the long hours, I did on a daily basis and sometimes asking myself, if I really did all of that in a day’s work? So much so, that I fell asleep at the wheel at a traffic light on Castle Street on my way to work in the morning. I was that tired!
 

How do you differentiate yourself?

Hmmm! I don’t think I can differentiate myself to anyone, just that I was too committed and dedicated to my job wherever I was. I worked with passion and with diligence.
 

What is your 'why?’

Why did I have to leave the industry so soon, something which has always been close to my heart. And, why is a young age of fifty-five years a retirement age here in Sri Lanka, when you are still capable of working like a Trojan?
 

Who do you look up to for inspiration or mentorship?

Well, during my working years it was none other than the late Mr. Gamini Fernando who inspired and mentored me. He always told me I had to make demands and never leave anything for the next day that could be accomplished today, and I still practice the latter! Also, treat others like how you would like to be treated, and being hard working was just the norm for him, where we too had to follow suit.
 

Your biggest regret?

Not to have pursued my education, and putting my twenty-seven years of savings into Ceylinco’s Finance and Guarantee project which was lost and pretty much history now.
 

What is your biggest fear and how do you manage it?

Falling sick is my biggest fear as I live alone here in Sri Lanka. Otherwise, fear is something that I am not familiar with. I always believe that everything that has happened in my life has happened for a reason. I believe strongly in my faith, spiritually and mentally and have always been protected by the Almighty Allah.

 

What has been the highlight of your career so far?

My years of varied experiences and the fact that I am still learning every day! I would like to also mention that my career was always supported by wonderful friends in the media; Print, Electronic and Digital. Over the years, they have been very supportive and have given my work ample publicity; be it for all the promotions planned or the events executed. I also wholeheartedly appreciate all the one-on-one interviews they have published over the years.
 

How do you keep generating new ideas for your business?

Since I opened my own business, a Café, it has been a tough call especially during these trying times. I had to deviate from my original plan of the café being only a “Dessert venue and a Coffee haven,” as there were many customers who insisted on savories being served. Hence, I had to come up with savoury items that would complement the rest of the goodies I serve at the Café. With the constraints of a small kitchen space, it is difficult to do much more.
 

What do you want to achieve next?

Aim for a better sales turnover and waiting for the time when customers will pour in without the fear of getting Covid19.
 

If you could go back and tell yourself one thing before beginning your career, what would it be?

Never under-estimate yourself and what you can do. Take on the challenge and give it your best.

What was the biggest rookie mistake you made when just starting out?

Not doing a proper feasibility study prior to the opening of the business.
 

Have you been harassed or discriminated against?

Thankfully, never!

 

Where do you see yourself ten years from now?

Hopefully, not working anymore, staying healthy until I close my eyes and not having to depend on anyone.

 

Share with us a secret no-one else knows?

Actually, I think everyone knows I am an open book, and anyway, I could never keep a secret.
 

How do you want to be remembered one day? As someone who left behind a legacy of what working hard was and how dedicated I was to my job, being a mentor to others, a genuine person, good and caring friend, a loving sibling and mum, helping others, doing charity and being someone of integrity.