Campaign’s Digital Faces to Watch 2026 – Fatma Shama, Senior Social Media Manager & Assistant Lecturer, Digital Champions
Campaign’s Digital Faces to Watch 2026 – Fatma Shama, Senior Social Media Manager & Assistant Lecturer, Digital Champions
Age: 29
Country: Egypt
Nominated by Mahy Ihab, Social Media Director:
Fatma is one of the rare talents who seamlessly bridges the gap between high-level academic theory and gritty, results-driven execution. Having led social strategies for big entities like RTA, DEWA, and now Chipotle ME, her ability to turn complex data into “culture-led” campaigns is unmatched.
She has a remarkable ability to get under the skin of a brand, translating core values into viral content with surgical precision. Fatma’s blend of academic rigor and creative flair makes her an undeniable Face to Watch in 2026.
Career highlights:
With over eight years of experience in social media marketing, I’ve built and led high impact digital strategies for leading UAE government entities, including RTA, Dubai Municipality, DEWA, ADNOC, and DIFC. I currently serve as Senior Social Media Manager for Chipotle Mexican Grill and Raising Cane’s Middle East, as well as The Knowledge Hub, driving bold, culture led campaigns that deliver measurable growth. Alongside my industry role, I am also an Assistant Lecturer and currently pursuing my PhD, blending academia and practice to transform insights, social listening, and data into marketing strategies that truly connect and perform.
Guiding principles:
I create social media campaigns that turn insights into stories. Using social listening, teamwork, and data, I craft and execute strategies that connect with people, grow brands, and make an impact across the Middle East.
Side hustle:
Copywriting and affiliate marketing. Believe it or not, while at university, I once had the most viral post of the time, so much so that it earned me a feature in a book, sparking my love for creating content that truly connects.
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