Campaign’s Media Faces to Watch 2020 – Katia Maarouf , Media manager, UM

Campaign’s Media Faces to Watch 2020 – Katia Maarouf , Media manager, UM

Age: 28

Lea Koyess, media director, UM: Passionate about data, Katia always strives to come up with the right strategies and recommendations to drive business results. As a media manager handling a wide portfolio of brands under the L’Oreal account, she has worked very closely on key successful launches in the past year, be it on hair care through Elvive Dream Long, or face care through L’Oreal Paris Hydra Genius. Coupling data and innovation and implementing an audience-first approach translated into positive results not only in media but also for the business. Through dedication and eagerness to learn, Katia always keeps abreast of the latest media trends and insights

Career highlights

My passion and curiosity for advertising have led me to this industry. I started my career at UM as an executive on the Johnson & Johnson account, leading to where I am today as a media manager on the L’Oréal account. My experience covers the baby and beauty industry, from which I gained a solid understanding of the unique business needs across AMET (Africa Middle East & Turkey). Throughout my career I was able to work on best-in-class campaigns such as JPod, winner of Gitex trophy on Best Consumer Experience, and the successful L’Oréal launches of Hydra Genius and Dream Long, yielding to strong business impact.

Guiding principles

I was lucky enough to work with a group of great professionals throughout my career at UM that eventually impacted my personal and professional development.

Dream job

I’ve always wanted to be a catalyst for positive contributions in societies – specifically, in the growth and development areas. I’m a strong believer in women’s empowerment, education for all and environmental sustainability, so having an NGO that responds to these causes

Side hustle

I enjoy practising self-love as much as possible by getting involved in yoga and meditation. I started this practice with the intention of striking more balance between my personal and professional life


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