Selma is an award-winning casting director, presented with the Best Casting Featuring Children in Commercials from the Casting Directors Association, and Arts and Media Senior Leader from the Black British Business Awards. To date, her company Looks Like Me has worked with businesses as diverse as LEGO, Disney, Dove, Google, Grammy award winning video Brown Skin Girl by Beyonce and Queen Charlotte Global Orchestra featuring Alicia Keys for Netflix.

Looks Like Me raises the profile of underrepresented people in mainstream content.  It is a globally recognised and celebrated Casting business that specialises in enabling businesses to have inclusive communications.  Selma also co-founded The So White Project – an initiative to reverse the lack of diversity in commercial photography in partnership with Getty Images.

As a global speaker, Selma has inspired and motivated businesses, brands, advertising agencies, and universities in the UK, Europe, and Asia, through demonstrating the importance of representation in casting. Selma is a proud and active board member of Punchdrunk Enrichment.