Campaign’s Media Faces to Watch 2026 – Yasmina Sinno, Media Manager, Starcom

Campaign’s Media Faces to Watch 2026 – Yasmina Sinno, Media Manager, Starcom

Age: 27

Country: Saudi Arabia

Nominated by Sarah Hani, Business Director –  Strategy:

Yasmina is a strong example of young talent that genuinely stands out. She learns fast, adapts quickly to new markets, and takes ownership of her work with a level of maturity that’s rare at this stage. She is proactive, detail-oriented, and consistently reliable, even in high-pressure situations. What sets her apart is her drive and curiosity — she asks the right questions, pushes herself to improve, and follows through on what she commits to. She shows clear leadership potential, and when she is given responsibility, you can rely on her to deliver and move things forward with confidence.

Career highlights

I didn’t begin my career in media, but everything changed during a pitch to a media agency, where I discovered how media sits at the intersection of strategy, creativity, and business impact. I knew this was the field I wanted to build my career in and made the decision to shift into it fully.

Before transitioning to KSA, I worked at Publicis Groupe in Europe across multiple roles and industries: banking, entertainment, beauty, luxury retail, automotive, and pharma. This cross-sector experience gave me a broad commercial perspective and shaped my adaptability.

Today, in KSA, I lead one of the region’s largest FMCG portfolios, building full-funnel strategies that drive measurable business growth.

Guiding principles

I believe growth comes from curiosity, ownership, and high standards. I ask questions, challenge assumptions, and move fast without compromising accuracy. Building trust through clarity, responsiveness, and accountability matters to me. Adaptability is essential, especially in new markets, and I approach every challenge as an opportunity to grow.

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