As an ambitious marketing and communications professional, Layla strives to make a dynamic impact in the industry. Her passion lies in delivering innovative and impactful solutions to clients, drawing from her experience in advertising and PR across FMCG, F&B, NGOs, and government sectors. She has built a track record of delivering successful campaigns that achieve her client’s business objectives.

Layla’s background as a French Lebanese who grew up in Gabon pro- vides her with a comprehensive understanding of cultural diversity in the Middle East, Africa, and Europe. This global mindset allows her to approach communications with a unique perspective, ensuring her clients stand out in an increasingly competitive market.

Why did you choose this career path?

My passion for communication and creativity drew me to a career in advertising. From my first advertising class to the internship that followed, I fell in love with the way the industry makes you think outside the box. I was also excited to be exposed to different clients and industries.

How did you land this job?

I made the decision to move to the UAE, wanting to carve out a new path for myself. Through networking and some good fortune, I secured two interviews in four hours with TBWARaad. I accepted the offer, and it was the most rewarding decision I’ve ever made.

How do you compare your work life vs what you imagined it would be?

It has exceeded my expectations. I’ve always wanted to work in a dynamic and vibrant environment, but I did not predict the level of inspiration that I’d draw from my colleagues and the challenges we face together. Every day is different and brings something new. This keeps me excited to continue growing my career.

What do you wish you had been told before you started working?

That it’s okay to ask for help when you need it. Starting a new job can be overwhelming, but it’s important to remember that everyone has been in your shoes before. Asking for help leads to stronger relationships with your colleagues and clients, and ultimately helps you grow faster.

What is the best thing someone could tell you about your work?

“Your work stands out because you care.” This was the moment I realized that I’m truly doing what I love. My passion lies in seeking purpose and solutions in every project, and knowing that it is making a difference is incredibly rewarding and motivates me to continue striving for excellence.

What is the worst thing someone could tell you about your work? 

Thank you for the effort but you’re off brief.” These are meme-generating words in the industry. After brainstorming, planning, creating, and being proud of your work, hearing that it is not up to par can be disheartening. But hey, it builds experience and helps you grow.

What’s the most valuable lesson you have learned at work so far?

To believe in myself and my abilities. I’ve learned that I can achieve more than I think and that having confidence and taking risks can lead to incredible growth and success.

Who’s your role model?

I wish I could sum them up in one. My father is my role model for hard work and perseverance. My mom for her people skills and kindness. One of my managers for their “can do” mentality. I find inspiration all around, learning from people and experiences around me.

If not this, what would you be doing?

If not in this industry, I would dive into projects that promote a better future, mainly in sustainability. Making a positive impact in the world has always been at the forefront of my mind.

What do you see yourself doing in 10 years?

I want to build a career that I’m proud of. I see myself working on projects that have a significant impact. I hope to continue growing and to always be a key player wherever I am in my career, and ultimately across my community.