Campaign’s Faces to Watch, Brand Edition 2021 – Racha Assi, L’Oréal Digital Manager CPD (Consumer Products Division), L’Oréal Middle East
Nominated by Shreya Parker, UM Business Director
Racha is one of the strongest digital leads in the business and continues to make an impact both on L’Oreal as well as the agency side. As one of UM’s key business partners and a true collaborator, Racha challenges the agency but in a very effective way with the sole aim of ensuring that the agency delivers best in class solutions. She not only has strong digital & e-commerce acumen but has her finger on the latest media pulse ensuring that she is just as up to date on all new tech/betas/digital innovations as her agency counterparts.
After earning 4 degrees in Digital, E-Commerce & Information Systems, I started my career in the e-commerce fashion industry, where I had the opportunity to work across different countries, including Denmark, Germany & Mainland China.
I later joined L’Oreal Luxury Division in Dubai in 2016 as a Digital Manager for Kiehl’s, Urban Decay, Clarisonic & Atelier Cologne.
In 2019 I joined the Consumer Products Division & in my current role, I head the digital transformation for this division, focusing on Digital & Performance Media, E-commerce, Innovations & Technologies
A famous saying tells us that we have our known knowns; we know what we know.
We have our knowns unknows; we know what we don’t know.
But more and more the world is filled with unknown unknowns, meaning to keep succeeding more & more we need agility, collaboration & curiosity to keep growing and adapting to the never normal.
How has Covid-19 changed your job?
After a decade of digital becoming “normal”, it was some sort of a digital test. Every company & individual had to figure out if they could survive in a world where digital was our only option.
Covid was a big digital transformation accelerator pushing us to think digital-first & take our e-commerce business to the next level in my role, emphasizing more than ever the importance of agility.
You’ll always find me on a plane spending time in my favourite places or discovering a new country, culture & cuisine.
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