Campaign’s Digital Faces to Watch 2020 – Sara Sobh, Senior performance manager, team leader, KeyadeM

Campaign’s Digital Faces to Watch 2020 – Sara Sobh, Senior performance manager, team leader, Keyade

Age: 26

Hicham Auajjar, managing director, Keyade Middle East: Sara joined us four years ago as a junior performance executive and has grown to senior performance manager since. She demonstrated strong leadership skills very early, which led her to manage a team successfully within the agency. Sara is a fighter and a detail-oriented professional. She makes it a point to master technical projects she is involved in and is always eager to learn more. Best of all, she has developed strong business acumen and has elevated herself to a consultant: she is capable of translating her clients’ business needs and objectives into well-articulated performance campaigns.

Career highlights

I graduated back in 2015 with a major in consumer psychology. I started my career as a visual merchandiser as part of my experimental bachelor’s project. I then moved into my first professional job as a digital marketing specialist at an e-commerce start-up and contributed along with my team into winning Y Combinator start-up funding. Very passionate still about digital marketing and advertising, I moved to Dubai in 2016 and started working at Keyade Middle East as a junior executive, then account executive, account manager and finally senior account manager and a lead, which was by far the best career decision I ever made.

Guiding principles

‘Lead by example’ is a very important and useful piece of advice my manager (Hicham Auajjar) always told me when I first started managing a team.

Dream job

I never had an actual dream job. I always wanted to leave a mark, inspire and set an example. This aside, it would also be great if I can be a renowned Michelin-starred chef.

Side hustle

I have a consumer psychology blog that isn’t active at the moment, I used to publish posts on how marketers and businesses trigger people to impulse buy through visual merchandising. Funnily I became that marketer. I would say that my side hustle was purely for passion and the 30-40 dedicated subscribers on my blog.


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