Campaign’s Media Faces to Watch 2026 – Salma ElSerty, Senior Media Executive, WaveMaker
Campaign’s Media Faces to Watch 2026 – Salma ElSerty, Senior Media Executive, WaveMaker
Age: 25
Country: Egypt
Nominated by Marwa Ahmed, Senior Media Manager:
Salma has consistently proven herself as a reliable, strategic, and results-driven leader. She demonstrates exceptional ownership across her accounts, manages complex cross-market coordination with confidence, and maintains strong client relationships built on trust and performance. Her ability to balance strategic thinking with operational excellence makes her a valuable asset to the team. In addition to delivering high-quality work, she mentors her team members effectively and contributes positively to internal collaboration across functions. I confidently recommend Salma for the Manager role, as she has already demonstrated the capabilities, maturity, and leadership required to succeed in this next step.
Career highlights
Salma is a high-performing media professional who has consistently demonstrated strong ownership, leadership, and strategic thinking. Since her early days as an Executive, she has handled major responsibilities across digital and TV planning, quickly becoming a trusted lead on demanding accounts including Edita, Danone, Didi, and Baraka Bank. She manages global alignment for Danone, ensuring seamless coordination across markets. Internally, she works closely with Trading and Finance to maintain smooth processes and accountability. Salma also supervises and mentors two Executives, guiding their development while maintaining exceptional client service and campaign performance.
Guiding principles
Salma believes in ownership, accountability, and continuous growth. She leads with integrity, values collaboration, and prioritizes clear communication across teams and clients. Her approach is rooted in delivering excellence, building long-term relationships, and developing talent while ensuring every project is executed with precision and strategic impact.
Side hustle
Outside of work, Salma enjoys exploring digital trends and creative media innovations, constantly expanding her knowledge of emerging platforms and consumer behavior. She is passionate about personal growth and continuous learning, always seeking new insights that enhance both her professional performance and creative perspective.
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