Yasmin is a creative and strategic communications professional with over 12 years’ experience in consumer and corporate communications. Yasmin has extensive experience developing integrated campaigns that build fame, drive engagement, and deliver measurable results for brands including Telstra, Uber, Cancer Council Australia, P&G, Foxtel, Uber and The Iconic.
Yasmin is passionate about tapping into culture and uncovering insights to create impactful campaigns. She is currently a leader of the consumer team at the award-winning communications agency Herd MSL, part of the Publicis Groupe. In this role, she leads the team and partners with clients, aiming to create conversations that change Australia. This has resulted in her leading several award-winning campaigns, including getting more girls into sport through Pantene ‘Ribbon of Strength’, destigmatising gaming through the Lenovo Legion ‘Motley Squad’ and teaching Aussie kids how to use payphones with Telstra’s ‘Free Calls to Santa’.
Moving from London to Sydney in 2017, Yasmin has worked across various sectors including FMCG, technology, sports and entertainment over the past six years at Herd MSL. She began her career in 2012 at a corporate PR firm before moving to Teneo Blue Rubicon in 2015 where she gained experience working across top tier clients including Instagram, McDonald’s and Facebook.
Yasmin believes in the importance of leading with empathy and finds work that creates real world positive impact the most rewarding. In her spare time, she can be found trying her hand at pottery and piano, looking after her nephew or ocean swimming with her husband.
