We Are Social has appointed Maya Abdulazim to lead its influencer marketing practice, strengthening the agency’s commitment to creator-led strategies in the Middle East, per Campaign.

Abdulazim will oversee end-to-end development of creator campaigns, including strategy formulation, talent sourcing, activation, and performance reporting. Working alongside We Are Social’s strategy, media, and creative teams, she aims to ensure that influencer marketing is fully integrated into broader social and brand objectives, aligning with clients’ business objectives.

“Influencer marketing is no longer an add-on, it’s a core channel that deserves the same strategic focus as media, creative or PR,” Aurelien Fonteneau, General Manager of We Are Social Dubai, said in a statement.

The UAE Media Council recently introduced new regulatory frameworks for social media advertisers, including a mandatory permit system for individuals publishing promotional content on social media platforms. The permits, which are free for the first three years, will be required after a three-month grace period, with special provisions for international content creators.

Growth Trajectory

Reporting to senior leadership in Dubai, Abdulazim will drive the expansion of We Are Social’s influencer capabilities across new and existing clients. Her role includes aligning regional practices with global standards while partnering with platforms, talent agencies, and creators to deliver culturally relevant campaigns.

“We’re in a moment where influence is being redefined. Creators today are storytellers, trendsetters, and brand-builders in their own right,” Abdulazim said.

The agency, which rebranded from Socialize earlier this year, continues to experience growth in the Middle East with clients including Azadea, TikTok, Switz, and Sony.

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