Layal Ashi

Executive Producer with 25+ years of experience leading high-end commercial, branded, and platform-first content across Saudi Arabia and the wider MENA region. Extensive background partnering with global brands, international agencies, and regional stakeholders to deliver culturally resonant Arabic content aligned with international standards. Fluent in Arabic and English, with a strong ability to bridge global creative strategy and regional execution.

Freelance Executive Producer at Freelance (2023-01 – Present)

• Lead freelance production projects across commercial, digital, and branded content formats.
• Provide senior-level production leadership, from concept development through delivery.
• Collaborate with agencies, brands, and creative teams to ensure efficient execution and high production value.

Executive Producer at AllOver Productions (2018-01 – 2023-12)

• Led end-to-end production of high-profile commercials and branded content for regional clients.
• Acted as senior production partner for agencies, ensuring alignment between creative vision, timelines, and budgets.
• Managed production teams, suppliers, and post-production workflows.
• Delivered projects meeting international quality benchmarks while adapting to local market needs.

Head of Production at Mint (MCN Group) (2014-01 – 2017-12)

• Produced regional campaigns for major brands including Mobily, Ooredoo, Pizza Hut, Nestlé, Ferrero, Puck, and L'Oréal.
• Worked closely with regional marketing teams to localize global campaigns for Arabic audiences.
• Maintained strong client relationships and ensured consistent delivery across multiple platforms.
• Coordinated production resources across markets under tight schedules.

Executive Producer / General Manager at EFX Films (2003-01 – 2013-12)

• Led regional productions for Saudi Arabia and GCC markets, delivering campaigns for Unilever, Procter & Gamble, Zain, Saudi Airlines, Coca-Cola, McDonald's, Sony, and other global brands.
• Served as senior production lead interfacing with international agencies and regional clients.
• Oversaw P&L responsibility, production budgets, schedules, contracts, and vendor negotiations.
• Managed and mentored production teams, ensuring consistent quality across multiple simultaneous productions.
• Promoted internally from Producer to Executive Producer, then General Manager.

Assistant Producer/Line Producer at THG Productions (1999-01 – 2003-12)

• Supported senior producers across all stages of production.
• Built a strong foundation in on-set operations, budgeting, scheduling, and post-production coordination.

Bachelor of Arts in Communication Arts / Radio TV Production – LAU