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Socialize, the renowned digital communications and social media agency in the Middle East, has appointed Mireille Iskander as Influencer Manager. She will report to Socialize managing director, Ailidh Smylie.

Iskander has been hired to boost the agency’s creator capabilities and amplify its existing partnership with TikTok through its Creator Marketplace. She will work across multiple clients, including womenswear brand Revolve Middle East and jewellery giant Pandora.

Iskander, who has already joined the agency, will also focus on growing influencer and creator content across the agency and the region. Previously Content and Influencer Manager at Wavemaker MENA, she has created influencer campaigns for brands including Philips Kitchen, Coca-Cola ME, Colgate, Mentos and Swatch.

Ailidh Smylie said: “’Influencer 2.0’ is here, and we are excited to have Mireille join us to work with our clients in this market. Authentic, relatable content is no longer just a social media premise; consumers should be able to engage with it across channels. Influencers can help brands significantly improve awareness and equity and help drive sales.”

Iskander added: “Creator partnership is an investment. With the right strategy and creators, brands can explore untapped audiences and build loyal communities that advocate for them. I aim to deliver effective creator frameworks that boost brands growth and positive consumer sentiment for our clients.”