A Journey of Strategic Growth
Malika's journey to Yango began in performance marketing at Mindshare, where she discovered her passion for data-driven advertising. Her career progression through major agencies saw her working with brands like Etihad Airways, HSBC, and tourism authorities across the GCC, eventually leading strategy and business development at Digitas with a 14-person team across multiple markets.Her leadership journey began early in her career:
When I became a first time member of a leadership board I was the only woman, only non-Arab and only person below 30 who was part of this board.
Living the "Go Beyond" Philosophy
Central to Malika's approach is Yango's core value of "go beyond"—a principle that drives her team's innovation efforts. "Go Beyond" is probably my favorite one. And this is how me and my team live by," she explains. "I love the opportunity to be creative, to be bold, to be innovative, and then it's properly celebrated across the whole company. I love the culture of sharing great cases to inspire each other."This philosophy has led to numerous industry firsts in the region, from the inaugural international campaign on Yango Maps with Saudi Tourism to innovative taxi wrapping projects with Oman's Ministry of Tourism. Each initiative represents a willingness to experiment with new advertising formats rather than simply replicating existing solutions.
The Yango Ads Advantage
What distinguishes Yango Ads from traditional advertising platforms is its integrated ecosystem approach. Rather than offering standalone advertising services, the platform provides access to multiple touchpoints within the Yango universe, from Maps to ride-hailing services.The recent "Journey into Her Story" campaign with Al-Futtaim Toyota showcases this integration perfectly. Using geo-targeting through Yango Maps, the campaign delivered location-specific audio stories about Emirati women behind Dubai's street names. The results were impressive: 1.8M+ banner views, 200K+ user engagements, and 155K+ impressions on 3D icons—earning a Silver at the MMA MENA SMARTIES Awards.
This campaign demonstrates how Yango Ads moves beyond traditional display advertising toward contextually relevant, emotionally engaging experiences that drive both brand awareness and user interaction.
Technology That Delivers Results
Malika emphasizes how modern advertising technology has transformed the testing and optimization process.
The most important word in a marketer's vocabulary is test, and with modern ad tech, it's never been easier to test at scale.
Yango Ads leverages several technological advantages:Advanced Targeting Capabilities: The platform uses machine learning models that predict lifetime value and adjust bids in real-time, moving beyond simple keyword matching toward behavioral prediction.Retail Media Innovation: Partnership with platforms like Dr. Nutrition provides access to high-value audiences (average order value $400) interested in wellness and fitness—demographics previously difficult to reach through traditional channels.Alternative Distribution: Access to alternative app stores including Huawei, Xiaomi, and Samsung, reaching approximately 600 million users often overlooked by traditional advertising platforms.
Addressing Modern Advertising Challenges
The advertising landscape has fundamentally shifted, with user attention becoming increasingly scarce and valuable. "Users became much more selective nowadays. They want value in exchange for attention".This reality has forced a move away from intrusive advertising formats toward integrated experiences. Yango Ads addresses this through:Contextual Placement: Advertisements appear when users are actively seeking related information or servicesNative Integration: Ad formats that feel like part of the user experience rather than interruptionsReal-time Relevance: Dynamic content that responds to user location, behavior, and immediate context
Building the Future of Retail Media
Retail media represents one of Malika's key focus areas, where she sees enormous potential for growth. The concept addresses fundamental challenges in modern advertising by placing messages within shopping contexts where users are already in a purchasing mindset.Current projections suggest retail media will double in the Middle East, growing from $3.2 million to nearly $6 billion. Yango Ads is positioning itself at the forefront of this expansion through strategic partnerships with e-commerce platforms and retailers.
Leadership in Innovation
Malika's approach to team development mirrors her client strategy: providing knowledge while encouraging experimentation. "I give a lot of autonomy to my team. I want to make sure that they make their own decisions, sometimes make their own mistakes, but I always give whatever I know and whatever I learn from the start."This philosophy extends to how Yango Ads approaches new advertising formats and partnerships. The willingness to pioneer untested solutions has resulted in multiple successful campaigns that have since been adopted across Yango's operations.
The Startup Spirit Within Corporate Structure
What makes Yango Ads particularly effective, according to Malika, is the combination of corporate resources with entrepreneurial agility. "You're part of a huge corporation with amazing resources, amazing talent, amazing presence across the whole world. But at the same time, it's completely start-up mentality."This environment enables rapid innovation and testing of new advertising formats without the lengthy approval processes that typically slow down large organizations.Her advice for professionals driving innovation:
Be bold, be daring. It's always better to try than regret not trying and also be connected.
Through technological innovation, strategic partnerships, and a commitment to going beyond conventional advertising approaches, Malika continues building an advertising ecosystem that delivers measurable results while respecting user experience and attention.We're rolling out our newsletter monthly, featuring interviews with our leaders from around the globe. Make sure to check our blog to stay in the loop!
