Salman Siddiqui is a certified accountant by profession. Currently, he is working as the Director in the Assurance Services practice of PwC. He has over 20 years of experience and has been involved in the audit of many small and large corporates over the years in Pakistan, USA and the Middle East. Three years ago, he started his own fashion label under the name of Sheeba Kapadia, which focuses in the creation of high end haute couture. As the CEO, Salman looks after the strategic aspects of brand development and marketing of the brand. Over the years, he has acquired a very unique skill set of brand development from scratch through the use of social media and strategic digital marketing. He holds a bachelor’s degree in Business Administration from the US.