Campaign’s Media Faces to Watch 2026 – Mariem Issa, Associate Performance Director, Assembly MENA
Campaign’s Media Faces to Watch 2026 – Mariem Issa, Associate Performance Director, Assembly MENA
Age: 28
Country: United Arab Emirates
Nominated by Nayan Joshi, Senior Client Director:
Mariem’s journey at Assembly reflects both performance and trust, progressing from intern to Associate Performance Director over seven years. What distinguishes her is her judgment, she knows when to push, when to refine, and when to challenge assumptions. Clients rely on her clarity under pressure, and she consistently elevates conversations from metrics to business impact. Her growth trajectory is a direct result of consistent accountability and delivery at scale.
Career highlights
I have been with Assembly for nearly seven years, growing from an intern to Associate Performance Director, leading strategy, planning, and performance marketing across global and regional accounts. I’ve worked on brands such as Estée Lauder, Emaar Entertainment, and Hyatt, scaling Hyatt from one property to 43+ hotels and expanding to the corporate portfolio. I lead multi-million-dollars media plans for full 360 activations, contribute to high-value pitches, and translate data into actionable insights that drive growth. Beyond performance, I’ve built teams from scratch, implemented scalable processes, and led agency-wide training sessions to elevate commercial and operational excellence.
Guiding principles
Organization and accuracy are the foundation for solving complex challenges. Leadership is rooted in example, empathy, honesty, and integrity. People are the greatest asset, supported and empowered to thrive. High standards, accountability, continuous learning, and strategic thinking drive sustainable growth, operational excellence, and meaningful impact across teams, clients, and the business.
Side hustle
I’m a big Disney fan — their stories inspire me deeply. Collecting Disney pieces and visiting Disney parks and resorts genuinely makes my heart happy. I was a professional swimmer until a few years ago and continue to love travelling, exploring new cultures, and creating meaningful memories.
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