About Layal Taieddine

I’ve been in the world of marketing for over 15 years, and I’m proud to have contributed to the growth of key brands by creating and executing B2C and B2B strategies. I kicked off my career at The Talkies – the leading production house in Lebanon, and joined Coca-Cola in 2006, where I was responsible for product development, campaign launches and partnerships. I moved to OMD in Dubai in 2008, joining the branded entertainment unit and creating award-winning content for brands such as Pepsico, Henkel and du. I spent 12 years at OMD, leading its brand transformation and raising the profile of the company through events, editorial, new business and thought-leadership initiatives. I’m now heading marketing at MBC Media Solutions, and work on driving growth across markets. When I’m not working, you’ll find me spending time with my husband and 3 kids, writing, reading, creating content for my baking blog, GeminiBakes, and supporting my favourite football team, Juventus.

About her thoughts for the industry

Three main thoughts come to mind for me in 2023: 

Creativity: Creativity remains at the core of what we do, and I see more and more brands working with creators to bring their stories to life in an exciting way. Tough audiences require a more intuitive and creative approach in communication.

Diversity and Inclusion: It’s been refreshing to see more and more organizations taking DEI more seriously not just from a marketing perspective because it’s a nice to have, but actually putting processes and initiatives that champion diversity and inclusion. Really hope to see this become a bigger priority in more organizations.

Mental Health: Discussions around mental health are not only better received but are encouraged. There’s no badge of honor for overworking, stressing and being part of a toxic culture.

BB’s Women To Watch ’23: The Wonder Women of MENA’ feature is one of Brandberries’ originals dedicated to spotlighting the real influential, inspiring, empowering and changemaking unsung women superheroes of our region, The MENA region. The feature will include a roster of powerful women from different verticals all over the brand building and communications industry.