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Zulaifa Salim is a seasoned professional with extensive experience in operations and customer success. Currently serving as the Director and Curator of Modest Waves Swimwear at Innovmindz Pvt Ltd since June 2023, Zulaifa has also held the role of Chief Customer Officer at Ekwa Marketing since 2008, and previously acted as the Executive Assistant to the President/CEO. Zulaifa is an active member of the Doctors' Choice Awards Selections Committee since January 2014, focusing on inviting and facilitating participation from dentists and dermatologists in the awards process. Prior roles include Head of Operations at Sampath Leasing and Factoring PLC and Operations Executive at Commercial Leasing & Finance PLC. Zulaifa's educational background includes studies at Good Shepherd Convent Nuwara Eliya and Waterfield Institute in Nuwara Eliya.