Campaign’s Digital Faces to Watch 2020 – Yara Saad, Lead performance marketing, Performics MENA

Campaign’s Digital Faces to Watch 2020 – Yara Saad, Lead performance marketing, Performics MENA

Age: 26

Amer Fouladgar, head of global distributed delivery, Performics MENA: Yara Saad has been the driving force behind the performance of her wide portfolio of clients. Yara is leading search and social operations for KSA, Kuwait and the Levant. She is considered as a main point of reference for her clients and her peers due to her out-of-the-box thinking and advanced technical expertise. She is known for constantly pushing the implementation of digital solutions to solve her clients’ problems and grow their digital footprint.

Career highlights

I started my career as a Junior Paid Social Media Executive handling the execution of Social Media campaigns for clients in MENA such as Emaar, Haagen Dazs and Michelin.

A year later, in 2015, I joined Performics as a Paid Social Media Executive, where I worked on a diversified client portfolio such as Yas Marina Circuit, Mondelez and Tiffany. In 2018, I joined the SEM team to become the first hybrid media executive where I worked on P&G brand’s portfolio.

In October 2018, I was promoted to a Lead Performance Marketing managing the Regional Team, which consists of 14 Search and Social specialists.

Guiding principles

My guiding principles are proactivity and passion. I believe that technical skills can be learned, however it is passion and proactivity that push people to achieve more.

Dream job

Since content is king, I want to own a platform helping brands to automate content based on each target persona in their activations. This will help brands succeed in content personalisation, which is at the core of each digital campaign’s success.

Side hustle

My passion is writing. When I was 18 years old, I published my first book in French. This passion started at school thanks to philosophy classes. I write about random thoughts such as love, nature, hope and wars. I always considered writing as a sweet escape through which I can express myself freely.


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