A communications and media productions graduate of class of 99, Leila’s ambition immediately propelled her into the media arena exposing her to conventional, digital and broadcast media. With a cosmopolitan worldview shaped by her multicultural upbringing having been born in the US and raised in Saudi Arabia. Her affection for media is only equaled by her passion for humanitarian work. Embarking on a mission, she joined the American Red Cross in 2000 as assistant deputy director of financial development in Houston Texas, using her leadership, communication and commercial acumen to reach out to benefactors and philanthropists. In 2004, she returned to her Middle Eastern heritage, securing a role as senior project manager at the Dubai-based Arab Media Group. Among several groundbreaking accomplishments across different media platforms were helping spearhead the launch of several Dubai brands some including Awraq publishing, Done Events and some new radio stations for the ARN radio giant. She was also part of the launch team of MTV and served as channel manager for Nickelodeon Arabia Children’s Channel. Such achievements caught the eye of the Abu Dhabi Media Company and soon went to head up a number of strategic project-based initiatives for the industry heavyweight.