Driving Brand Impact: How Israh Transformed Communications and Engagement at JD Group
From talent to corporate communications, Israh Khokhar’s journey at JD Group highlights how targeted, face-to-face training and creative storytelling can elevate both personal confidence and brand presence.
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When Israh Khokhar transitioned from Talent Acquisition into Social & Employer Branding and Communications at JD Group, she brought a strong desire to learn and expand her knowledge beyond day-to-day operations. While navigating a broader scope of communications, building the confidence to lead high-profile initiatives, bridge internal teams, and shape external narratives takes structure, support, and the right environment to thrive.
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By combining her PR and Communications L4 apprenticeship with the Juice Academy and subject matter experts Smoking Gun, Israh found the ideal environment for her professional growth. Gaining external insight into communications provided immediate, practical value for her role at JD Group.
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Israh reflects. "Although my role was focused on Social & Employer Branding rather than solely PR, the training gave me valuable insight into external communications and has strengthened both my writing skills and my understanding of the JD Group business and how we position ourselves externally."
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It wasn't long before Israh began applying these enhanced skills to key projects. For instance, when creating content focused on youth employment for the Group's LinkedIn page, she drew directly on her awareness of government and stakeholder narratives to shape impactful messaging that showcases JD Group’s positive contribution to the sector.
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Beyond content creation, the training helped Israh foster stronger collaborative relationships both internally and externally. She now works closely with JD Group’s PR agency to bring high-profile stories to life, such as leading the JD UP x adidas initiative, writing the full content brief, managing the run of show, capturing content on the day, and working alongside the PR team to amplify the launch.
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Moving into the apprenticeship without rigid expectations, Israh used the opportunity to collaborate with cross-functional teams, including Marketing, Studio, Retail, and Investor Relations. Applying creative storytelling skills to traditional business messaging, she created two engaging videos for investor presentations attended by the CEO and CFO, making financial results accessible and dynamic.
"The apprenticeship has definitely helped me do that," says Israh. "One area where I have been able to add value is by applying the creative storytelling skills I've developed... helping to make traditionally corporate updates more accessible and engaging."
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This work paved the way for Israh to take on wider corporate communications and high-visibility social impact initiatives, such as leading social concepts for the group's partnership with Children in Need.
Beyond technical capabilities, the regular encouragement and trust to lead major projects have transformed Israh's confidence in the workplace.
"The training and support have had a huge impact on my confidence and capability," Israh shares. "I still experience imposter syndrome from time to time... but I have noticed a significant change in how much I contribute in meetings and discussions. Being regularly asked for my input on how to tell stories around business updates has been incredibly encouraging."
Israh’s journey at JD Group stands as a strong testament to what happens when ambitious talent is paired with practical, high-quality training, a journey of continuous growth, creative drive, and measurable business impact.
