Sally Assad Mahsiri | Dubai | Reshape The Narrative
- EA
- 3 days ago
- 3 min read
Media Expert | Host of SallyTalksPodcast | Speaker
Spokesperson & Trainer | Protocol & Etiquette Specialist
In a world where media is ever-evolving and personal branding defines success, Sally Assad Mahsiri carved her own lane—then set it on fire. With an unmistakable blend of elegance, grit, and vision, Sally rose from a determined student in Amman to one of the Middle East’s most recognizable faces in strategic media. But her story isn’t just about the accolades—it’s about the fire she lit in herself, and how it continues to spark ambition in others. Born with a natural flair for communication and an unshakable presence, Sally’s journey began at Al-Ahliyya Amman University, where she earned her degree in Business Administration. It was there that she discovered the art of managing people, ideas, and possibilities. Her passion for expression led her to the world of media, where she quickly learned that real success meant not just showing up—but standing out. In 1995, Sally stepped onto the stage as a Senior Presenter and Producer at Jordan TV. It was her first professional leap, and she soared. Her voice, her poise, and her sharp editorial instincts made her unforgettable. She moved on to Qatar TV, where she anchored news, wrote business reports, produced segments, and became a voice of authority in an industry dominated by seasoned veterans. For nearly five years, she shaped the way stories were told—telling them with truth, power, and presence. But Sally wasn't meant to simply read the news—she was born to reshape the narrative. In 2003, she took the bold step of launching AL Laith TV Production in Dubai, becoming Managing Director and bringing her creative vision to life. What started as a production house soon became a storytelling empire, earning her recognition as one of the region’s most influential media leaders. She wasn't just running the show—she was rewriting the rules.
By 2008, Sally expanded her influence through ALLAITH Media, where she took on the role of General Manager. For more than 17 years, she has led groundbreaking campaigns, built powerful client relationships, and developed creative strategies that have elevated both emerging brands and multinational giants. Whether it’s crafting digital marketing plans or training executives in the art of impactful communication, Sally’s fingerprints are everywhere—quietly shaping the way the world engages with media.
She stepped into a new spotlight in 2020 as the Regional Communications Director for YALLA Technology, one of the most innovative digital platforms in the Middle East. Once again, Sally proved that her brilliance wasn’t limited to traditional media—she thrived in the digital space, leading communications strategy with finesse and innovation.
But even at the height of her corporate and media success, Sally never forgot the deeper mission: to empower others. As Editor-in-Chief at Al Laith Media, and a mentor to countless professionals, she transformed her knowledge into a masterclass in leadership. And while many saw her as a media mogul, those who followed her online saw something even more powerful—a guide, a coach, and a mirror reflecting what was possible in themselves.
With a loyal tribe of over one million followers, Sally Assad became more than a name—she became a movement. Through her posts, coaching sessions, and authentic storytelling, she showed others how to rise: not just in business, but in mindset, self-belief, and daily action. She taught them how to walk into a room and own it—not with noise, but with quiet certainty.
Sally’s story is a masterclass in ambition. From classrooms in Amman to newsrooms in Doha, from production sets in Dubai to digital boardrooms across the region, she has redefined what it means to be a woman in media, a strategist in business, and a mentor to the next generation.
To young dreamers looking for their place in the world, Sally Assad Mahsiri stands as a living reminder that greatness isn’t handed over—it’s built, one bold move at a time. And the most powerful story you'll ever tell? Might just be your own.
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