Layal El Sayed, Business Director, C2 CommsLayal El Sayed, Business Director, C2 Comms, has been recognised on Campaign Middle East’s 40 Over 40, which honours leaders who have shaped the regional brand and marketing industry over the past 15 years and more.
This is not a ranking. It is the first edition of an annual platform created to spotlight senior industry figures aged 40 and older. They represent different disciplines and different leadership styles but are all builders of brands and businesses.
These have been recommended as caretakers of client trust and custodians of culture. The 40 over 40 list celebrates the people who have moved the needle – not for a season or for a single campaign cycle, but for several years.
Layal El Sayed is a communications and business leader with more than 17 years of experience driving brand and commercial growth across the Middle East.
She began her career in Lebanon before building her leadership journey in Dubai, spending nine years at FP7 McCann, where she rose from account manager to senior account director and contributed to work recognised by Cannes Lions, Effie Awards, WARC and Dubai Lynx.
Since joining C2 Comms in 2022 as business director and head of account management, she has led integrated client partnerships across automotive, FMCG, retail and corporate sectors, while driving commercial growth, stronger agency operations and team development.
TOP ACHIEVEMENTS OVER THE PAST 12 MONTHS
El Sayed has helped drive C2 Comms’ commercial and strategic growth by expanding organic business across existing accounts, contributing to successful new business pitches and securing two key client wins.
She led commercial restructuring initiatives that strengthened scope management, profitability and operational discipline, while elevating the agency’s role from executional partner to strategic advisor.
Her impact has helped build a more agile, commercially focused agency, better positioned for sustainable growth in a competitive regional market.
CLIENT RECOMMENDATION
Rania Nazmy
Head – Retail Marketing & Communications, ENOC
Layal is one of those rare agency leaders who just gets it. From day one, she earned our trust through her honesty, warmth, and genuine commitment to building a strong client partnership.
She brings a powerful balance of calm judgment, commercial understanding, and fresh creative thinking to every conversation. One of her greatest strengths is understanding the business behind the work, helping connect marketing decisions to clear commercial priorities.
She makes complex challenges feel easier, smarter, and more focused, while still bringing energy and originality to the process.
