Maya Tayara, Head of Growth at Dentsu

With a degree in Marketing, I ventured into the media world in 2004 joining Starcom Media Vest group Beirut’s office – the city where I was born and raised. I started as a junior media planner where I had the opportunity for work on my favourite clients: Procter and Gamble. Four years later, I got married and moved to Dubai, fast forward a few more years and I was leading planning as the agency of record for the full P&G business for the MENA region. 

After having my second child, I moved to lead the Mondelez business and then took the decision to take a short career break to ensure a more balanced life with my two beautiful young boys. I was in the fortunate position to be able to do this and it was only when an opportunity that I couldn’t pass up came across my path that I took the plunge and re-entered the agency world. After eighteen months soaking up my little boys, there was a major digital breakthrough happening in the industry that I wanted to be part of, and I was delighted when a role at Carat, Dentsu’s lead media agency, came up.  

I took the assignment of Business Director where I overlooked several accounts including Microsoft, Standard Chartered bank, Burberry and Philips to name a few. With this diverse portfolio, I was able to expand knowledge and experience across different sectors and in additional to my role, I gradually became the pitch lead at Carat.

Given this experience, I was then appointed Head of Growth at Dentsu where I currently lead and facilitate pitches, empower new business teams to work in the most efficient way possible and drive Dentsu’s growth strategies with service line leads. The dynamic nature of this role is exciting, fast paced and affords me the opportunity to not only grow from a corporate point of view, but also a personal one. 

About her thoughts for the industry 

Consumer at the heart of everything we do. 

The versatility and dynamics of our industry mean there are many opportunities for positive innovations and growth, but the real power will always be in keeping the consumer at the heart of everything we do.  

Tools and trends will keep evolving, even with the latest technological advancements in AI and machine learning should be used to truly enable a solid human understanding that drive meaningful connections and value for consumers. Staying true to consumer needs and deeply understanding their ever-evolving needs is the only constant truth. 

Progress in Diversity and Gender balance: room for growth 

We as leaders are all responsible to drive this and create opportunities to balance inequalities out. At Dentsu we take pride in having made significant progress.

Through how we work and what we produce, we live our ambition to create culture, change society and create client and community impact. DEI and creative campaigns can be a powerful tool for social progress and promoting a more just and equitable world. This is why we have committed to reaching 1 billion people with campaigns that challenge perceptions and stereotypes by 2030. 

Despite our efforts and those of others in the industry, my advice to all the woman aiming to thrive in our industry is to lean in, set your career path yourself, ask for what you want, make it clear, ask for it repeatedly and with determination. Embrace who you are and own it and make it your unique strength. Climbing up the ladder is not a straightforward path. Carve it with patience but most importantly with confidence and perseverance.

Be resilient, network, and collaborate with others in the field. Remember, the marketing and advertising industry offers diverse career paths, so explore different areas to find your passion.