Campaign’s Media Faces to Watch 2026 – Tonia Eid, Associate Business Director, Starcom
Campaign’s Media Faces to Watch 2026 – Tonia Eid, Associate Business Director, Starcom
Age: 30
Country: United Arab Emirates
Nominated by Dima Zaytoun, Business Lead:
Since joining the P&G team in July, Tonia quickly earned client trust while managing complex categories across the portfolio, bringing diversified and innovative media and tech solutions, cross-market strategy, AI-led search integration, retail media innovation, and advanced measurement frameworks. Internally, she has made a strong footprint, combining operational precision with strategic vision to strengthen governance, elevate collaboration, and unlock growth across categories and markets. Tonia champions culture, mentorship, and sustainable practices, representing a new generation of leaders: data-driven, commercially astute, and people-first. Her commitment to excellence reflects the standards P&G and Publicis embody at the core.
Career highlights
Tonia is an Associate Business Director overseeing the P&G portfolio across MENA; one of the region’s most complex FMCG accounts. With a strong background managing major FMCG and Tech clients, she brings a versatile, cross-industry perspective to driving growth. She leads cross-market strategy, AI-led search integration, retail media innovation and advanced measurement frameworks. Known for combining operational precision with strategic vision, she has strengthened governance, elevated cross-functional collaboration and unlocked new growth levers across categories and markets. Tonia actively champions culture, mentorship and sustainable practices within the agency, representing a new generation of media leaders: data-driven, commercially astute and people-first.
Guiding principles
Drive clarity in complexity, challenge convention, and build systems that enable people to perform at their best. I believe real leadership lies in turning vision into structure, empowering teams, and consistently raising the standard; for the work, the business, and the people behind it.
Side hustle
As Global Head of Strategy at Wominjeka NGO, I lead the strategic direction of a platform that teaches coding to underserved children and young adults across 15 countries. I also volunteer in community education programs in Jebel Ali, and actively contribute to sustainability initiatives within my organization and broader community.
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