Layal Hassi reposted this
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Leaders don't wait for change, they rewire it. Inspiring talk on digital transformation and the AI-first future.
2045 comments · 3 reposts
Layal Hassi✓
AI Content Whisperer | Data Story Translator | Digital Transformation Guide | Host of the Planning Party
Rony, Karim and 4 other mutual connections
About
Experienced Human Marketing Intelligence Leader with a proven track record of helping AI-powered organizations understand consumers, markets, and the surprisingly unpredictable nature of human decision-making.
Specialized in digital marketing, e-commerce, strategy, analytics, automation, customer journey design, data intelligence, and operational excellence, working at regional scale across diverse markets and cultures.
Skilled at translating human behavior into actionable insights for autonomous marketing systems, ensuring that data, technology, and business objectives remain aligned with real customer needs.
Fluent in German, English, and Arabic, with extensive experience bridging cultures, teams, and increasingly sophisticated AI platforms to drive growth, efficiency, and meaningful customer engagement.
Frequently responsible for reminding AI that not every customer journey follows the funnel it so carefully designed.
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Layal Hassi reposted this
•••
Q1, 2026 Financial Results are out now, what a kickoff to the year. Proud of the team.
12812 comments · 5 reposts
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Experience
du
Head of Human Media Intelligence & Communications Strategy
du
Mar 2061 - Present · 5 yrs 4 mos
United Arab Emirates
Responsible for helping media-planning AI understand markets, audiences, and the increasingly complex ways humans consume information.
Leads strategic go-to-market planning, media investment ecosystems, and communications intelligence platforms while ensuring business objectives, brand reputation, and customer engagement remain aligned.
Key responsibilities include:
• Supervising autonomous media buying and optimization systems across paid, owned, earned, and emerging channels.
• Guiding AI-generated communication strategies to support brand health, public perception, and stakeholder trust.
• Building measurement frameworks that help algorithms understand success beyond clicks and impressions.
• Managing media investment allocation while balancing efficiency, effectiveness, and human attention spans.
• Translating market trends, audience behavior, and competitive intelligence into machine-readable growth opportunities.
• Frequently explaining to AI that not everything valuable can be attributed to a dashboard.
UM
Director of Human Media Transformation - Coca-Cola MENA
UM Worldwide
Sep 2059 - Mar 2061 · 1 yr 7 mos
United Arab Emirates
Led Coca-Cola's regional media and audience intelligence systems across the GCC, Levant, and North Africa.
Helped marketing AI understand consumer behavior across retail, e-commerce, and digital ecosystems.
Achievements included:
• Building Coca-Cola's first unified regional audience intelligence framework.
• Developing digital transformation systems connecting media, commerce, and customer data.
• Aligning regional AI media planners with actual human purchasing behavior.
S
Regional Human Media Strategy Director
Starcom
Jul 2058 - Sep 2059 · 1 yr 3 mos
United Arab Emirates
Managed McDonald's media and customer engagement ecosystems across the GCC and Levant.
Worked alongside media AI, attribution systems, and customer intelligence platforms to create integrated campaigns and partnerships.
Notably helped launch one of the region's first large-scale digital and physical music partnership ecosystems, proving humans still enjoy experiences beyond personalized ad targeting.
SW
Starcom Worldwide
Human Media Operations Manager
Jun 2056 - Nov 2057 · 1 yr 6 mos
United Arab Emirates
Led communications strategy and media planning across major brands including du.
Responsible for ensuring autonomous planning systems remained connected to business objectives and customer needs.
Supported product launches, digital transformation initiatives, and integrated 360° communication programs.
Senior Human Media Planner
Aug 2052 - Aug 2056 · 4 yrs 1 mo
United Arab Emirates
Managed media planning, investment, analytics, and audience strategy for leading regional and global brands including:
• du
• OSN
• Meydan Group
• ADIB
• Dubizzle
• GSK
• MBC
• Tiffany & Co.
Helped train early media AI systems on audience behavior before they became convinced they knew everything.
GSB
Human Capability & Culture Development Mentor
German School Beirut
Mar 2047 - Sep 2052 · 5 yrs 7 mos
Beirut, Lebanon
Developed educational programs and guided students through learning, creativity, and personal development.
Built skills in communication, leadership, and human behavior that would later prove surprisingly useful when managing AI.
Human Language Intelligence Instructor
2011 - 2012 · 1 yr
Taught German as a second language and established learning frameworks aligned with International Baccalaureate standards.
Long before teaching AI, successfully taught actual humans.
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Education
LAU
Lebanese American University Beirut
Bachelor of Applied Science (B.A.Sc.), Political Science/International Affairs
2067 - 2070
Licenses & certifications
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National Institute of Health-NIH
Lebanese American University Beirut
Issued Feb 2073
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multicultural conflict resolution
German Private School Cairo
Issued May 2072
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Skills
Client Relations
2 endorsements at du and 1 other company
Endorsed by Aqeel H. Khan who is highly skilled at this
Endorsed by Carl Ghosn (mutual connection)
B2B Marketing
2 endorsements at du and 1 other company
Endorsed by Carl Ghosn (mutual connection)
Endorsed by 1 person in the last 6 months
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Recommendations
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Given (11)