Layal Hassi

Layal Hassi is a dynamic media strategist currently serving as the Media Planning and Buying Lead at du Telecommunications in the United Arab Emirates. With over a decade of experience in the media and advertising industry across the MENA region, Layal has built a reputation for pioneering digital-first media strategies and driving transformative change in how brands connect with audiences. She has held key roles at leading agencies and global brands, including Starcom, UM Worldwide, and The Coca-Cola Company, where she served as Media Director for the MENA region. These roles exposed her to a diverse portfolio of industries—from FMCG and telecom to banking, hospitality, and quick-service restaurants—shaping her into a versatile strategist with a deep understanding of consumer behavior. At du, Layal leads the charge in integrating online and offline media planning, championing a hybrid approach that places customer experience at the center. She is known for her ability to translate data into actionable insights, crafting go-to-market strategies that are both agile and impactful.