Zenith, part of Publicis Groupe Middle East, has announced the appointment of Rawan Yaqub as the new Head of Zenith Saudi Arabia, marking a significant step in strengthening the agency’s leadership and market presence in the Kingdom.
With nearly 20 years of experience in integrated and multi-market media, Yaqub brings a powerful blend of international expertise and in-depth understanding of the Saudi market. Over the course of her career, she has collaborated with some of the Kingdom’s most influential brands, including Almunajem, L’azurde, MANGO, KUDU, Blooming by AlNahdi, the Red Sea Film Festival, Misk Foundation, Masar Destination, Red Sea Global, and New Murabba.
Driving Zenith’s Growth in the Kingdom
In her new leadership role, Yaqub will spearhead Zenith’s strategic vision in Saudi Arabia. Her responsibilities include scaling operations, enhancing client partnerships, and building a high-performing team that is future-ready and aligned with the Kingdom’s dynamic business landscape.
Commenting on the appointment, Firas El Zein, CEO of Zenith MENA, said:
“Rawan’s proven track record with leading Saudi brands gives her a unique perspective on evolving client needs. I am confident she will bring the agility, leadership, and focus needed to deepen our partnerships and deliver meaningful results in Saudi Arabia. Her expertise will play a key role in driving innovation and success across the market.”
A Career Rooted in Media Excellence
Yaqub’s journey with Publicis Groupe began in Riyadh, where she laid the foundation for her career in strategic communications and media planning. Over the years, she has gained vast exposure across global and local media ecosystems, positioning her as a leader who bridges international best practices with localized strategies.
She is a graduate of the University of Michigan (Ann Arbor) and holds certifications across leading digital platforms, including Meta, Google, LinkedIn, X (formerly Twitter), TikTok, and Snapchat—underscoring her adaptability in an ever-evolving digital landscape.
Empowering Women and Youth in Leadership
Beyond her professional achievements, Yaqub is a passionate advocate for women and youth empowerment. She serves on the advisory board of the Women’s Board of Directors, contributing her insights to foster inclusive growth in leadership. Outside the corporate world, she emphasizes wellness and balance as essential elements to fuel creativity and sustained focus.
A Strategic Appointment at a Transformative Time
Her appointment comes at a pivotal moment, as Saudi Arabia undergoes rapid transformation under Vision 2030, driving brands to seek agile, innovative, and locally relevant media solutions. Yaqub’s leadership is expected to strengthen Zenith’s role as a trusted partner in delivering media strategies that are both globally competitive and deeply rooted in the Kingdom’s cultural and economic priorities.
Expressing her enthusiasm, Rawan Yaqub said: “I am incredibly excited to return to Publicis Groupe, a name synonymous with creativity, innovation, and impact. Saudi Arabia is one of the most vibrant markets in the world today, and I am fully committed to supporting our clients’ growth and contributing meaningfully to the Kingdom’s transformation journey. It’s an honor to lead Zenith at such a crucial time.”
Strengthening Zenith’s Market Position
This leadership move reinforces Zenith’s strategic commitment to Saudi Arabia, ensuring the agency continues to deliver business-driven, insight-led, and future-ready media solutions. With Yaqub at the helm, Zenith is set to play a critical role in shaping how brands engage with audiences in the Kingdom while aligning with broader economic and cultural transformation goals.
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