Campaign’s Creative Faces to Watch 2024 – Nayera Yasser, PR & Communications Consultant, Ethara
Age: 30
Nominated by Mouna Ajam, Marketing and Communications Director:
I have had the pleasure of working with Nayera Yasser on multiple projects and events spanning sport, culture and entertainment sectors.
Managing and coordinating multiple stakeholders across different workflows to ensure they are aligned is extremely complex. However, Nayera has the ability to be able to swap her various different hats and manage her responsibilities efficiently, all the while with a smile on her face. If Nayera continues to develop in her professional capacity while maintaining the personal traits she shows on a daily basis, she is destined for great things in the industry.
Career highlights
Nayera has been engrossed in the PR, communications & media field for over a decade. During that period, she honed her skills by working with the likes of AlGouna Film Festival, LaLiga, Alfuttaim, Lacoste, L’Oréal, etc. She also worked as a media operations manager at Expo 2020 Dubai, where she was tasked to manage the Expo Media Centre.
Most recently, she had the opportunity to lead the PR and communications of Formula 1® ADGP, ADSW- UFC280 & UFC 294, NBA AD Games 22 & 23, and others. In 2023, the PR strategies and plans she developed achieved over 70K clippings & $8B in PR Value.
Guiding principles
My guiding principle is to tell the stories of my clients while incorporating generational principles and the latest trends. As a PR professional, I understand the power of directly influencing people and the importance of adapting to a constantly evolving industry.
Side hustle
A passionate writer, I’ve put my journalism degree to good use by contributing to various regional publications such as Vogue Arabia, Forbes Middle East, Vice Arabia, Soul Arabia, and Grail Middle East. My features aim to showcase homegrown talents and bring their work to the world’s attention.
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