Yasmina Stitou
Barcelona
Summary
Brand strategist and communications expert blending brand science with internet intuition. I help brands earn relevance in a world that scrolls past everything. With 9+ years of experience across luxury, tech, beauty, and media, I translate what’s happening in culture (and why it matters) into strategies that feel timely and timeless.
I specialize in decoding aesthetic shifts, behavioral trends, and subcultural signals to design brands that don’t just survive digital fatigue — they thrive because of it. My work spans legacy repositioning, cult-brand building, and AI-powered trend forecasting. I also write and speak about the future of influence, cultural strategy, and advertising. Currently seeking teaching roles.
Overview
6
6
years of professional experience
Work History
Founder and Strategy Consultant
CASANEGRA
01.2023 - Current
- Founded a strategy and communications consultancy focused on building cult-status brands through AI-powered cultural research, brand strategy, and trend forecasting.
- Established operational workflows to streamline service delivery and increase efficiency.
- Analyzed market trends to identify growth opportunities and inform strategic planning.
- Led strategic repositioning for legacy brands and early-stage start-ups across beauty, fashion, and tech.
- Developed unique AI research workflows.
- USA clients featured in outlets like Vogue, BBC, Refinery29, and Hypebae; EMEA clients featured in La Vanguardia, El Mundo, Campaign ME, and beyond.
Director of Communications
Erika Lust
06.2024 - 12.2024
- Developed and implemented comprehensive communications strategy to enhance brand visibility, reach and reputation.
- Collaborated with cross-functional teams to ensure consistent messaging across platforms.
- Secured international coverage in digital (Forbes, Business Insider, BBC, Cosmopolitan) and multimedia (top 1 global podcast The Diary of a CEO)
- Managed culturally relevant social media campaigns, designing frameworks to scale press and social amplification across markets.
- Mentored junior staff members, fostering professional development and growth within the communications team.
- Oversaw agency relationships, managing budgets and ensuring timely delivery of services on large-scale projects.
Senior Public Relations Manager
Brazen MENA
01.2023 - 07.2023
- Managed global accounts across travel, beauty, and lifestyle: Hilton, Marriott, Disney, Veuve Clicquot, Dubai Tourism Board, Atmosphere Maldives.
- Managed media relations, securing coverage in key outlets in USA and EMEA exceeding 80M+ reach.
- Guided clients through critical messaging development, refining key messages for various audiences throught comprehensive market research.
- Managed budgets effectively, allocating resources strategically to maximize impact of PR initiatives.
- Analyzed media coverage and public sentiment, providing actionable insights to tailor messaging and improve outreach efforts.
- Led and mentored a team of 15 mid and junior professionals, with a strong focus in comprehensive educational training and fostering a collaborative work ecosystem.
Contributor
MediaCat Magazine
01.2023 - Current
- Produced engaging articles and cultural commentary at the intersection of branding, psychology, wellness, and media theory — with a focus on post-digital behavior and Gen Z/Millennial insight.
- Translated complex societal shifts into sharp, editorial storytelling — bridging cultural criticism with brand strategy.
- Developed relationships with industry professionals and contributors to expand the magazine's network and reach.
Senior Communications Strategist
VIME Digital
01.2021 - 01.2023
- Developed holistic marketing strategies for tech and sports clients across US and UK markets.
- Ideated and executed bet365’s GTM campaign in NYC, securing 500M+ impressions and coverage in NYT, USA Today, FOX Sports. Nominated for Best Campaign at the London EGR Awards.
- Spearheaded the agency's rebrand with creative studio HeyStudio, modernizing the agency’s identity and positioning to align with new business needs.
- Oversaw full-funnel strategies spanning influencer partnerships, earned media, branded content, and experiential marketing.
Account Executive
Anastasia Beverly Hills Inc.
09.2019 - 12.2020
- Managed +25 stores across Spain with our exclusive retailer, Sephora.
- Led operational strategies to enhance store performance and customer satisfaction across multiple locations while concepting and executing in-store activations, events and masterclasses.
- Identified areas of improvement in the GTM efforts for EMEA and implemented a new strategy to reach non-American consumers, shifting the US-based approach towards a Europe-tailored effort with a focus on UGC, influencer marketing, and nation-specific content - increasing brand reach by 300M+ on Instagram within European markets and amplifying market share.
- Worked with founder and beauty mogul Anastasia Soare for thought leadership content collaborating with relevant partners such as Sephora and Charlotte Tilbury across social media and international press.
Education
Certification - Strategic Planning & Creative Briefing
Strategy Finishing School
Certification - Marketing Mix Implementation
IE Business School
BA - Business Management & Luxury Communications
Southampton Solent University
BA - Advertising & Public Relations
Universidad de Alicante
SPEAKING ENGAGEMENTS
- Microsoft Azure - Global AI Conference | MAR 2025
Masterclass: “AI for Strategy: Scaling Your Brand for Success”
Delivered a keynote on AI-powered brand strategy, showcasing CASANEGRA’s proprietary workflow to scale emotional relevance using cultural intelligence and data tools.
- StartUp OLÉ Marbella | MAY 2025
Led and moderated the panel “Standing Out: Positioning Your Brand in a World of AI, Data, and Saturation” discussing the future of brand relevance in a hyper-automated media landscape.
- Mobile World Congress Barcelona | MAR 2025
Attended as part of ongoing R&D for CASANEGRA, engaging with leading tech brands (e.g. Microsoft, startups) to explore AI integration, brand innovation, and emerging digital behaviors.
- PRCA MENA - Cannes Lions Winners | JUN 2025
Invited by the global PR organization, PRCA, to present a keynote analysis of standout Cannes Lions winners, spotlighting how influencer fatigue and cultural storytelling are reshaping the future of advertising.
LINKS
- Portfolio
- My articles
- My interview in The PR Podcast
Languages
Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
French
Intermediate (B1)
Timeline
Director of Communications
Erika Lust
06.2024 - 12.2024
Founder and Strategy Consultant
CASANEGRA
01.2023 - Current
Senior Public Relations Manager
Brazen MENA
01.2023 - 07.2023
Contributor
MediaCat Magazine
01.2023 - Current
Senior Communications Strategist
VIME Digital
01.2021 - 01.2023
Account Executive
Anastasia Beverly Hills Inc.
09.2019 - 12.2020
Certification - Strategic Planning & Creative Briefing
Strategy Finishing School
Certification - Marketing Mix Implementation
IE Business School
BA - Business Management & Luxury Communications
Southampton Solent University
BA - Advertising & Public Relations
Universidad de Alicante
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