Mohamed Sabaa

Mohamed Sabaa is a Senior Director at PepsiCo, leading Media Planning & Buying across the Middle East, Pakistan, and South Africa. With more than 20 years of experience in media and marketing, Mohamed has built his career at the intersection of consumer behaviour, media, technology, and business growth.  Before joining PepsiCo, he spent 15 years in leading media agencies in Egypt, working across some of the region's largest brands and most complex marketing challenges. Today, he leads teams and partners across multiple markets, with a focus on transforming media from a communications function into a strategic growth driver.  Passionate about innovation and the future of consumer connections, Mohamed is particularly focused on how data, technology, AI, and evolving consumer behaviours can reshape the way brands connect with people