Yasmin Gomes dos Santos has been living in the UAE for the past 10 years — a journey that began when she made a bold move from Brazil to Dubai at just 20 years old. It wasn’t just a change of address. It was a leap into a new culture, a new language, and a completely different lifestyle. But instead of feeling overwhelmed, Yasmin embraced the challenge.
“It pushed me out of my comfort zone,” she recalls. “I had to learn fast, adapt quickly, and think strategically about every opportunity.”
That decision became the launchpad for everything that followed. Today, Yasmin is a rising strategist at Assembly Global, helping brands tell their stories in ways that truly resonate. Her journey proves that big dreams can start in unexpected places — and that with the right mindset, they can lead to extraordinary outcomes.
Makeup Brushes to Marketing Strategy
Before strategy, there was Sephora. Yasmin spent three years as a makeup artist, diving deep into the world of beauty. But it was never just about eyeliner and foundation — it was about human connection.
“I started understanding what resonates with people, what makes them feel seen,” she says.
That emotional intuition became her superpower. Through face-to-face customer interaction, she developed a deep sense of empathy — something that now plays a central role in her approach to digital marketing and brand strategy.
It was also during her time at Sephora that Yasmin discovered a love for content creation. As she began sharing beauty tips and tutorials online, she saw how digital platforms could amplify authentic voices. That spark led her naturally into the world of social media, and eventually, into strategy.
Where Creativity Meets Data
Strategy became Yasmin’s perfect fit. It allowed her to merge creative instincts with analytical thinking — using data not just to measure performance, but to shape stories that truly matter.
“What drew me to this industry was the balance it demands,” she explains. “Strategy lets me use my creative background, but also challenges me to think critically and work with numbers. It’s that balance that excites me.”
Now working at Assembly Global, Yasmin builds brand strategies for both regional and global names. She brings together cultural insights and performance data to create messages that connect, resonate, and stick.
Every campaign she touches carries her signature blend of storytelling and precision.
From Intern to Industry Voice
Just over a year ago, Yasmin was a newcomer to the world of strategy. No formal experience. No background in analytics or advertising. She started at Assembly as an intern, and every day was a challenge.
“I had to learn on the go. Everything was new,” she says. “There were moments of self-doubt, but I kept asking questions and pushing myself.”
Her breakthrough moment came when she helped pitch a concept to a beauty brand — and months later, received a PR package from the same brand to create content.
“That moment mattered because it validated both sides of me — the creative and the strategic,” she says. “It was proof that they can coexist and even thrive together.”
Now, after over a year of learning, growing, and contributing at Assembly, she’s stepping into a new role that reflects her rapid rise and growing impact.
Curiosity Over Perfection
Yasmin’s biggest lesson? Stay curious.
“Curiosity has opened every door for me,” she shares. “I didn’t come from a traditional background. I had to teach myself, explore, ask the right questions. That mindset helped me grow faster than any course or training.”
Rather than chasing perfection, she focused on progress — learning something new every day and letting that build confidence over time.
Her approach to strategy now reflects that philosophy: dive deep into audience insights, understand cultural trends, question assumptions, and make sure every project has purpose behind it.
Advice to Her Younger Self
If she could speak to her younger self — the one just starting out and full of uncertainty — Yasmin knows exactly what she’d say:
“Trust the process. Don’t be afraid to start small. Every basic task, every tiny step, matters. Speak up even if you’re unsure. Passion and consistency will take you further than perfection ever will. You don’t need to know everything. Just be willing to learn.”
It’s the kind of wisdom she carries into her work every day — and the message she hopes others will hear too, especially those who come from unconventional paths.
Yasmin’s Vision: Inspire, Empower, and Connect
For Yasmin, success isn’t just about campaigns or client wins. It’s about leaving a meaningful mark — on the brands she works with, and on the industry as a whole.
“I want to be remembered for how I brought creativity, empathy, and cultural relevance into every project,” she says.
She’s particularly passionate about helping others from non-traditional backgrounds realize their potential. Whether it’s a makeup artist dreaming of marketing, or a student unsure of their place in the industry — Yasmin wants to be proof that it’s possible.
Her goal is simple: build impactful work that connects real people to brands in authentic, lasting ways.
What She’s Working On Now
Today, Yasmin is focused on building strategy for regional and global brands at Assembly Global. She’s sharpening her skills in storytelling, performance marketing, and cultural insight — developing strategies that not only perform but feel deeply personal and relevant.
Some of her current priorities include:
- Translating audience insights into actionable creative briefs
- Creating social-first strategies rooted in local and global culture
- Helping brands navigate digital trends and stand out with purpose
She’s also passionate about mentorship and using platforms like Instagram and LinkedIn to share her journey and give others a behind-the-scenes look into the world of strategy and personal growth.
The Yasmin Effect: Confidence, Culture & Connection
What makes Yasmin stand out isn’t just her work ethic or her talent — it’s her heart. She leads with empathy, brings cultural relevance into every conversation, and genuinely cares about connecting people through storytelling.
Her story resonates because it’s real. It’s about starting small, facing doubt, and rising with intention. It’s proof that you can grow quickly in a competitive industry without compromising who you are.
In Yasmin’s world, data matters — but so does emotion. Creativity counts — but only when it connects. And the path to success? It’s built on curiosity, courage, and a whole lot of belief.
Closing Thought: A New Kind of Leader
Yasmin Gomes dos Santos is more than a strategist — she’s a storyteller, a connector, and a new voice for the next generation of marketers. Her journey from makeup artist at Sephora to strategist at Assembly Global isn’t just impressive — it’s inspiring.
And the best part? She’s just getting started.
Yasmin Gomes dos Santos LinkedIn
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