We Are Social has appointed Maya Abdulazim to head its influencer marketing practice, strengthening the agency’s focus on creator-led strategies that drive cultural relevance and measurable impact.A communications and PR professional with extensive experience in influencer marketing, Abdulazim will oversee end-to-end campaign development and execution, including strategy, talent sourcing, activation, and reporting. She will work closely with the agency’s strategy, media, and creative teams to ensure influencer marketing is integrated into broader social thinking and aligned with brand objectives.Based in Dubai, Abdulazim will report to the senior leadership team and will be responsible for driving the growth of We Are Social’s influencer offering across both new and existing clients. She will also collaborate with platforms, talent agencies, and regional creators to deliver authentic, culturally relevant, and results-driven campaigns.Her career spans industries such as FMCG, fashion, tourism, and technology, giving her a strong understanding of the evolving role of creators in shaping brand perception and consumer engagement.The appointment follows a phase of strong growth for We Are Social in the Middle East, which rebranded from Socialize earlier this year. The agency’s regional client portfolio includes Azadea, TikTok, Switz, and Sony, with an increasing number of campaigns placing creators at the core of brand storytelling.