Let’s keep this short. I’m Youss, half French, half Egyptian. I’ve been lucky enough to have worked agency, client and media side for some flagship brands, such as Nokia, Hugo BOSS, Puma, Peroni, Nike, adidas and Dove, on a global scale and across all disciplines (ATL, digital, shopper and PR) giving me an all round appreciation of the industry. I’m also well travelled, having worked and lived in Egypt, France, Belgium and the UK.

I’m currently looking after global marketing for sportswear and sneakers at ASOS.

Outside of the day job, I am a regular guest lecturer in communications, creativity and culture to postgrads students, try and challenge the good, the bad and the ugly from the industry on “this&that” and have co-created “Vibrons entre Francais“, uniting the French community of London around cultural events such as the recent Football Euro Cup, recruiting crowds a 1,000 people strong and broadcasted live on TV.

Fancy getting in touch?

Email me.

Join me on LinkedIn.

Or follow my tweets.


Although I hope you will find the posts on this blog interesting (whether you agree with it or not), they are solely my personal views and opinions and do not represent those of the brands, people, or social/ commercial entities ideas they refer to.

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