Campaign’s Faces to Watch: Brand Edition 2024 – Farah Lahham, Senior Brand Manager – Pantene MENA, Procter & Gamble

Campaign’s Faces to Watch: Brand Edition 2024 – Farah Lahham, Senior Brand Manager – Pantene MENA, Procter & Gamble

Age: 28

Nominated by Elio Kassab, I am a Category Lead and Farah is my Client on Pantene, Publicis Media:
A jack of all trades in brand building, a leader in all its rights, and one of the most humble people in her organization, Farah is a showstopper at P&G. In the years I have worked with her, she demonstrated tremendous capability and eagerness to understand media and emerging trends and constantly challenged the team to deliver our best and drive the business forward. Farah’s capacity to undertake different projects and excel in all is a testament to her versatility & dedication. Her deep engagement with all stakeholders in the media sphere is a true testament to her success in the business.

 

Career highlights

Farah launched Pantene’s first emotional campaign in 10 years, targeting curly-haired consumers. For years, women with curly hair faced the judgemental question of “كدا طالعة?” (“Going out like this?”). Today, they reclaim those words with pride: “أنا كدا طالعة” (“This IS how I am going out”). Farah leads on organic influencer campaigns for Pantene which consistently overperform. She has also led on the launch of campaigns like Pantene’s TikTok made me buy it which drove sales uplift regionally.

 

Guiding principles

I aim to leave people & places better than I found them. This means approaching interactions with kindness, empathy, & desire to uplift others. Through small acts of generosity, thoughtful conversations, and sustainable practices, I aim to make an impact & nurture relationships and my environment.

Side hustle

Farah creates & shares inspiring short videos on social media focusing on her experiences & lessons learned from family & friends. Through these stories, she aims to motivate & connect with her audience. Farah is fulfilled knowing her videos can shift perspectives or illuminate new possibilities.

 

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