Campaign’s Creative Faces to Watch 2025 – Francine Manglicmot, Senior Social Media Executive, Umami Communications
Campaign’s Creative Faces to Watch 2025 – Francine Manglicmot, Senior Social Media Executive, Umami Communications
Age: 30
Nominated by Bianca Diaz Bates, Head of Creative:
Francine is, simply put, in her own lane. She brings this fearless, unapologetic energy to everything she touches, constantly pushing the boundaries of what society should be. Her ideas are bold, her execution is sharp, and her tone of voice is unmatched—cheeky, clever, and impossible to ignore. Francine doesn’t just follow trends; she sets them. And beyond her own work, she lifts the team with her creativity, always challenging us to go further and think bigger. Every account she leads feels different, and that’s because she’s driving it. She’s a game changer, through and through.
Career highlights
Francine Manglicmot, Senior Social Executive at Umami, made the leap from accounting to social media in 2019—and hasn’t looked back since. She’s spent six years bringing nightlife and hospitality brands to life online. Now, she’s crafting fresh, scroll-stopping content for F&B hotspots like Pitfire Pizza and Salmon Guru Dubai, as well as managing socials for the Diageo World Class Competition in the UAE. Always tuned into the latest trends, she’s passionate about keeping brands ahead of the curve and making social media more than just posts—it’s about building real connections.
Guiding principles
Social media is more than just content—it’s about creating experiences that people want to be part of. It’s about telling stories that engage, spark conversations, and build communities. Be adaptable, experiment fearlessly, and always bring value—whether that’s a laugh, a tip, or a moment that makes someone stop scrolling.
Side hustle
Not sure if it’s a side hustle since I don’t get paid (lol), but I love helping friends in the social media community—whether it’s brainstorming ideas or refining brand messaging. I share insights on what works and what doesn’t, making it my way of giving back to the creative world!
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