Layan Al Qazzaz

• • Acted as a strategic partner to large CPG advertisers, driving revenue growth through Google and YouTube video and display solutions.

• • Led media strategy for Johnson & Johnson and Mattel across DACH & Benelux, overseeing the transition to digital-first ecosystems.

• • Unified TV, digital video and performance channels to boost acquisition efficiency and lower CPA across multiple markets.

• • Built cross-platform audience strategies linking search, video and social to strengthen full-funnel performance.

• • Achieved 20-30% efficiency gains by consolidating siloed investments into a performance-led ecosystem.

• • Secured €10M+ in Joint Business Plans and protected €7.5M+ in annual billings through data-driven performance narratives.

• • Shifted over 15% of linear TV budgets to YouTube "Total Video" strategies (CTV/Shorts), capturing incremental reach in the Dutch market.

• • Advised global headquarters and senior stakeholders on market dynamics affecting budget allocation and performance.

• • Led cross-channel digital performance strategy for major CPG clients, boosting return on ad spend through structured testing and weekly optimization rhythms.

• • Used Marketing Mix Modeling, Brand Lift and incrementality analyses to improve acquisition efficiency and guide performance investment decisions.

• • Secured multi-million-euro Joint Business Plans by translating media performance and reach data into scalable revenue models.

• • Reallocated over 15% of linear TV budgets into digital and YouTube performance ecosystems.

• • Collaborated with cross-functional teams to connect performance insights to commercial outcomes and unify TV, digital video and performance channels, resulting in a 2× lift in brand consideration and optimized acquisition costs.

• • Directed digital growth for the Middle East's leading e-commerce platform, focusing on acquisition, retention and influencer ecosystems.

• • Built and managed an exclusive network of 30+ brand ambassadors and creators across MENA, leveraging organic video content to drive sales for the platform and its exclusive partner brands.

• • Led digital acquisition strategy across SEO, SEM and CRM, utilizing creator-led assets to lower cost per acquisition and increase customer lifetime value.

• • Integrated "Buy Now" technologies within video assets to bridge brand media and commercial sales, driving direct conversion.