Digital-media veteran Sadia Akhter joins leading marketing company YAAP

Akhter has helmed successful campaigns for reputable brands

YAAP, a Dubai-based specialized influencer marketing company, today announced the appointment of seasoned media professional Sadia Akhter as a Partner. In a career spanning over 19 years across key verticals such as digital media, programmatic and influencer marketing, and advertising, Akhter has helmed successful campaigns for reputable brands, fostered and led multiple teams, and delivered measurable results.

“Sadia Akhter joins us at a watershed moment characterized by growing partnerships with local and global agencies, expansion pan-GCC, and a foray into emerging avenues such as Web 3.0. Her stellar track record and wealth of experience accrued through an evolutionary period in digital media complement YAAP’s ambition of becoming synonymous with influencer marketing in the region,” commented Arshad Zaheer, Senior Partner, YAAP.

Before joining YAAP, Sadia Akhter was leading Sociallyz, a data-driven influencer marketing company she co-founded. She was instrumental in driving the company’s influencer-marketing efforts for household names such as Microsoft and Pizza Hut. Her cross-cultural experience was shaped by stints across the UK and MENA, where she worked for organizations such as Monster, Vibrant Media, Ikoo, Addictive Mobility, and FreakOut Pte. Ltd.

Commenting on her new role, Sadia Akhter said: “YAAP’s roadmap in the region and beyond aligns with my professional aspirations, especially in terms of my vision for influencer marketing and its prospects. My focus in the short term is to build an effective and agile influencer vertical through effective technology adoption, talent recruitment, and client onboarding. Over the long haul, I intend to support influencers become better subject-matter experts while positioning YAAP as a market leader.”

YAAP’s pursuit of excellence saw it acquire Crayons Communications, a reputable advertising agency in the Middle East, last year after it posted an impressive top-line growth of 97% and a 5X jump in profitability for FY21-22. Its client portfolio includes Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix, among other leading brands in the Middle East and beyond. Sadia Akhter will work closely with Senior Partner Arshad Zaheer and Founder Atul Hegde as the company continues to enhance its full-suite services and blaze a new trail in data-driven influencer marketing in the region.