The Dual Leadership
Inès's journey reflects the dynamic nature of modern tech leadership. Starting as Chief Operating Officer at Yango Play, she quickly evolved into a combined Chief Operating Officer and Chief Marketing Officer position, now managing over 30 direct reports across operations and marketing functions. Her approach to managing dual roles bridges operational precision with marketing creativity through what she calls "structured empowerment." In operations, she focuses on clarity, processes, and long-term scalability, while in marketing, she balances that with creativity, agility, and storytelling. This philosophy has driven remarkable results, with Yango Play achieving $9.2 million in organic social media value during 2025 alone while building the operational infrastructure to support rapid market expansion.
At Yango, proactivity is encouraged and rewarded — if you work hard, prove yourself, and deliver results, the company recognizes it immediately.
The "Grow Together" Mindset
Among Yango's core values, Inès gravitates toward "Grow Together" — a principle that shapes both her leadership style and team development approach."Our industry moves at breakneck speed, but the only sustainable way to keep up is to grow as a team. Every milestone at Yango Play — from our first content launch to tripling our social media followers — was achieved collectively. Growth isn't only about numbers; it's about people evolving together and lifting each other up."This collaborative mindset extends to how she approaches team challenges, exemplified by an outstanding initiative that perfectly captures Yango Play's culture.
When Leadership Means Literally Taking the Leap
When the Yango Play PR team shared a photo of a 200-meter-long "I LOVE YANGO PLAY" floating in the waters of JBR in Dubai, Inès questioned whether the massive display was real. She joked, "I'll only believe it if someone skydives to see it." The team took that as a challenge and booked her a skydiving session.
What happens when you empower your team and trust their bold ideas? Sometimes... you find yourself jumping out of a plane. It was a reminder of what happens when you give your team the space to think fearlessly, act fast, and execute with heart.
The skydive became more than just verification of a marketing campaign:"I loved every second of it! It perfectly reflects our culture at Yango Play: we empower teams, back bold ideas, and aren't afraid to take risks together. The leadership lesson is simple: encourage your team to dream big without limits, and be ready to 'jump' with them by leading through example. I can't wait to see where their creativity takes me next."
Building High-Performance Teams
With teams spanning content creation, marketing, and operations, Inès has developed specific strategies for managing complex organizations in the streaming industry. Her approach centers on five key principles:Diverse, Skilled Teams: Yango Play was designed for a global stage with deep commitment to local relevance. Teams span different backgrounds, cultures, and skill sets, ensuring the platform is both technically advanced and culturally intelligent.Clear Roles and Responsibilities: In tech-driven projects that span multiple disciplInès, clarity prevents confusion and delays. Each team member understands project goals, timelInès, and their specific responsibilities while being empowered to take ownership of their expertise.Cross-Functional Collaboration: "Yango Group designed our all-in-one super app to be a platform where art and technology meet. That same principle guides how our teams work," Inès explains. Cross-functional squads bring together engineers, product managers, designers, marketing, content, and communications experts.Continuous Learning: The streaming industry moves at breakneck pace, requiring ongoing development. Teams are encouraged to pursue certifications, attend conferences, and stay current with emerging technologies like machine learning and edge computing.Agile Flexibility: Operating at the intersection of tech innovation and cultural nuance requires agility. Teams must pivot based on viewer behavior, regulatory changes, or technological breakthroughs without losing sight of their audience.For deeper insights on her operational frameworks and team management strategies, read our full interview with Inès here.
The Marketing Trend to Watch
Looking ahead, Inès sees AI-driven personalization becoming essential rather than optional:
Users increasingly demand experiences that feel made for them. In streaming, that means smarter content recommendations, dynamic marketing, and campaigns that adapt in real time. The brands that master personalization at scale will set the pace for the next decade.
This technological evolution requires teams that can balance technical capability with cultural understanding — a combination that Inès believes will define successful streaming platforms in the coming years.
The Yango Culture of Growth
What drives Inès's leadership approach is deeply rooted in Yango's company culture and values. The environment encourages bold thinking and rapid execution, where team members are empowered to take initiative and see their ideas come to life."Being a Yangoer means being part of something much bigger than a single product or market. It's about building global technology while staying deeply connected to local culture. Being a Yangoer is choosing to go beyond limits, to challenge yourself, and to grow as part of a team that is shaping how millions of people experience everyday life."This culture of empowerment and growth creates an environment where leaders like Inès can take on expanded roles and drive results across multiple functions simultaneously.
Leadership Principles for Modern Teams
Inès's leadership philosophy distills into three core elements that she believes drive team success:
Be clear, empowering, and consistent. Clarity prevents wasted effort. Empowerment unlocks creativity and ownership. Consistency builds trust. People perform at their best when they know the goal, have the tools and autonomy to achieve it, and can trust their leader to have their back.
The Anti-Burnout Strategy
Despite managing dual roles with significant responsibilities, Inès maintains energy through structured personal practices rather than traditional work-life separation."Switching off? Not my superpower. I love my job and my team too much, so work sneaks into everything. My real hack is starting the day at 6:30 with sports and 'me time'—so even if I work late, at least I'm happily exhausted instead of burnt out."Through structured empowerment, cultural intelligence, and a commitment to collective growth, Inès continues building teams that deliver both operational excellence and creative innovation in the competitive streaming landscape.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!
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