Laila graduated from the American University of Beirut (AUB) in 2018 with a BA in Economics and a minor in English Literature.

During her studies, she went to UCD in Ireland on a study abroad program, and it was during her time there that she was introduced to the realm of behavioural economics. Landing an internship in one of the most well-known advertising agencies in the SWANA region, Laila worked as an Account Executive Intern for TBWA\RAAD in Dubai on the Louvre Abu Dhabi team during its launch. The agency extended the role upon graduation to a full-time job, and within 2 years she was promoted to Senior Account Executive on a leading telecommunications firm in the UAE due to her passion, drive, and proactivity.

Although advertising is only one aspect of marketing, being involved in the strategic progress within the agency helped her focus on the bigger picture of any campaign. It was for this reason that Laila decided to explore marketing on a broader level and chose to study at one of the top business schools in the world – Imperial College London – to pursue her master’s in strategic marketing. 

Laila’s career mission is to more capably influence and shift the strategic role of B2C companies to become more active participants of society, rather than simply passive product-sellers. This was enhanced with the rise of social media news stemming from Palestine this past summer, most notably the Save Sheikh Jarrah movement. Brands and communities all around the world were taking more solid stances towards Palestinian liberation, and it is no surprise that customers respond positively to companies whose morals they resonate with. 

Alongside her degree, Laila is exploring the buzzing city of London with her film camera always at hand and is going back to play her favourite sport, netball.