Phalak Betab, who joined PICS less than two years ago (in 2024) as the Communications & Fundraising Officer, has quickly become a key driving force behind the organization’s visibility. Through her innovative strategies and marketing acumen, Phalak has successfully elevated PICS into a household name, creating lasting connections within the community and beyond. Her digital marketing skills and passion for storytelling have earned her recognition as a trailblazer in the non-profit sector.
Among her numerous accomplishments, Phalak led the PICS Fundraising Gala, which raised over $200,000 for the Guru Nanak Diversity Long-Term Care Facility. She also rebranded the Mega Job Fair, launched the PICS Media & Podcast Room, PICS Shop and recently launched the impactful #LoyalCanadian movement, which is gaining national traction. In addition, Phalak’s personal initiative, Stranger Story, has been instrumental in amplifying the voices of individuals from diverse communities, showcasing inspirational stories of resilience and success. The collaboration between Stranger Story and PICS Society has been recognized as a great success.
With a career spanning over 10 years in media and marketing, and a Master’s in Mass Communication & Journalism from Panjab University, Phalak is currently the youngest director in her organisation. She has worked with Black Press Media, Times of India, Chandigarh (CGC) University and J&M group in her previous roles.
Phalak’s contributions have not gone unnoticed. In 2024, she was named one of the Top 15 Women Breaking Barriers by Drishti Magazine and featured in the AMSAA’s Storytelling in the Settlement and Integration Sector project. Her work has been celebrated in national media outlets such as Vancouver Sun, The Province, Surrey Now-Leader, Times of Canada, Entertainment Magazine, Canada Tabloid, and Cloverdale Reporter.
