Abdalla assumed her role with Parkin in July 2024 where she oversees the company’s brand positioning, public relations, stakeholder engagement, C-suite communications, and integrated marketing campaigns with focus on brand reputation, public awareness, and digital transformation. Between January and April 2026, marketing activity reached over 190 million reaches across channels. It also launched a community-focused marketing initiative, “Spots for Shops”, as a platform to support local businesses by turning over 250,000 parking spaces into invitations to shops delivering a reach of 169 million. In 2025, Parkin recorded over 500 million reach, 174.5 million impressions, and 7.8 million engagements across its marketing and communications channels, contributing to more than 1 million app downloads.