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Basma El Baz

My Career Journey

I like to say I've lived several careers in one. From building newsrooms in Cairo to driving digital strategy for the world's biggest tech platforms, my path has always been about one thing: bridging cultures through words, technology, and human experience.

📰 Editorial & Media Foundations

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I started in journalism, building Yahoo! Maktoob’s first Arabic newsroom from the ground up. As Editor-in-Chief, I didn’t just report—I built workflows, trained teams, and created editorial standards that turned a startup into a trusted voice in the region. It taught me how to manage under pressure, craft culturally relevant narratives, and navigate the digital transformation of media.

🚀 Digital Strategy at Scale (Meta)

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At Meta, I worked with top-tier publishers across MENA to help them grow through Instant Articles and strategic partnerships. I designed and executed workshops, localized product offerings, and helped brands navigate a fast-changing platform ecosystem. This is where I learned to work at scale, build data-backed strategies, and influence behavior through training and cultural fluency.

💼 Partnerships & Monetization (TikTok)

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I joined TikTok during its early-stage growth, leading partnerships that connected creators, agencies, and brands through TikTok LIVE. I built the entire infrastructure: from segmentation models and agency onboarding programs to tools, training, and support frameworks. My work directly impacted revenue, engagement, and creator satisfaction across the Gulf region.

🤝 Global Dialogue & Leadership

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Beyond corporate roles, I was honored to join the East & West Dialogue program, representing Egypt as a young leader in informal meetings at the White House, the Pentagon, and the U.S. Senate. These exchanges reinforced my belief that the most powerful bridges are built through dialogue, trust, and cultural fluency.

Who Benefits from My Expertise?

Global Brands Expanding into MENA

I translate global ambition into culturally resonant stories, from consumer outreach to emotional brand identity.

Tech Platforms Seeking Regional Launch Success
Drawing on my Meta and TikTok experience, I turn strategies into local narratives that drive adoption and loyalty.
Publishers & Media Companies
With roots as an Editor-in-Chief and experience as a digital trainer, I understand both the creative and commercial sides of content.
SMBs Who Want to Expand (on a Budget)
I help small and medium businesses localize smartly, stretch resources, and find their voice in new markets — without wasting money on what doesn’t work.

Every brand, big or small, faces the same challenge: how to connect meaningfully in a world that doesn't think, speak, or buy the same way everywhere. My role is to make that connection happen.

Whether you're a global platform entering MENA or a local business ready to grow, I turn strategies into stories that resonate and resonance into results.

Let's Connect

Ready to bridge cultures and build strategies that work? Let's talk.

Schedule a Consultation