Campaign’s Creative Faces to Watch 2022 – Yasmina Raydan, Strategic Planner, Leo Burnett

Campaign’s Creative Faces to Watch 2022 – Yasmina Raydan, Strategic Planner, Leo Burnett

Age: 26

Youmna El Asmar, Planning Lead, Leo Burnett: Yasmina is a great strategist and digital expert, she can lead on complex projects and high-profile clients and always delivers great work. She has recently become a planner, and her diverse background – in technology, digital and operations – brings a lot of richness to her work.

More than a strategist, with her high sense of integrity and dedication, at a relatively young age, Yasmina managed to become an advisor to her clients.

And finally, what makes her stand out is her sensitivity for people and consumers and her sense of empathy and – in advertising – that’s invaluable.

Career highlights

My career path started with a tech company where I gained the digital-tech experience and became familiar with data intelligence, data-driven campaigns and web/app technicalities and functions. After that, Leo Burnett gave me the power to expand my capabilities and explore creative campaigns, strategic planning, and purposeful brand building.

I am a high achiever, a curious spirit and highly motivated person.

With my ability to communicate and understand different cultures, my most recent experience was co-leading on one of the busiest automotive brands in the GCC. My experience involves but is not limited to FMCG, Telco and Automotive.

Guiding principles

I am a firm believer in the power of communities where people come together and build on each other’s thoughts. Aside from implementing this at work, I was also a member of an NGO that defends public spaces for communities in Beirut, to give people spaces to express their ideas

Side hustle

On a personal level, I have always had a passion for writing and especially about social and political issues and causes that matter and subjects that can make a difference. Recently, I published my first articles in an independent media platform and got very high traction and engagement.


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