Mariam Asmar is a global marketing leader at the intersection of creativity, technology, and business strategy. As Vice President of Strategic Consulting at Braze, she leads the company’s Industry Marketing, Brand Marketing, Business Value, and Creative Innovation Lab teams. Her organization helps some of the world’s leading brands quantify the impact of their investments while unlocking bold creative strategies across owned channels.

Before joining Braze, Mariam spent nearly a decade in the advertising world at McCann, where she led brand strategy for clients like Coca-Cola, L’Oréal, and Nestlé across New York, Paris, and London. Her unique career path reflects a deep belief that storytelling and performance are not at odds—but rather, essential partners in modern marketing.

By overseeing both creative and strategic functions, Mariam has helped redefine how brands connect with customers through personalized, measurable, and meaningful experiences. At Cannes Lions, she’s focused on driving conversations around creative effectiveness, customer-centric innovation, and the evolving role of brand storytelling in a data-rich world.