Maya Abdulazim, Lead
– Influencer Marketing, We Are Social / Socialize.We Are Social has appointed Maya Abdulazim to lead its influencer marketing practice, reinforcing the agency’s focus on creator-led strategies that deliver cultural relevance and measurable impact.
A communications and PR professional with deep experience in influencer marketing, Abdulazim will oversee the end-to-end development and execution of creator-led campaigns from strategy and talent sourcing to activation and reporting.
She will work closely with We Are Social’s strategy, media and creative teams to ensure influencer marketing is integrated across broader social thinking and aligned with brands business goals.
Commenting on the appointment, Aurelien Fonteneau, General Manager – Dubai, We Are Social, said, “Influencer marketing is no longer an add-on, it’s a core channel that deserves the same strategic rigour as media, creative or PR. Maya’s understanding of culture, creators and how they can make brands thrive on makes her a perfect fit to lead this space. We’re thrilled to have her on board.”
Abdulazim will drive the growth of We Are Social’s influencer offering across new and existing clients, aligning regional best practices with global innovation.
Based in Dubai and reporting to the senior leadership team, she will partner with platforms, talent agencies and regional creators to deliver culturally relevant, authentic, and results-driven campaigns that feel truly native.
“We’re in a moment where influence is being redefined,” said Abdulazim. “Creators today are storytellers, trendsetters, and brand-builders in their own right. I’m excited to help our clients develop influencer strategies that go beyond reach to create meaningful, platform-native work that resonates.”
Abdulazim has worked across industries including FMCG, fashion, tourism and tech, and brings a strong understanding of the evolving role of creators in shaping brand perception and driving engagement.
The appointment follows a period of strong growth for We Are Social in the Middle East, which officially rebranded from Socialize earlier this year.
The agency’s client roster includes brands such as Azadea, TikTok, Switz and Sony, with a growing number of campaigns involving creators at the centre of the storytelling.
