Mo El-Sayed
Head of Brand Development @Ledger
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WORK HISTORY
Head of Brand Development @Ledger
Paris, FR
As Head of Brand Development at Ledger, I operate at the intersection of creativity, culture, and technology to build a global security brand designed to scale. I built the Brand Development function from the ground up and report directly to the EVP. The team acts as Ledger’s in house brand and creative engine, spanning social, content, partnerships, executive communications, education, and reputation.My role is to ensure Ledger’s brand stays culturally sharp and creatively ambitious while becoming increasingly systemized, data informed, and AI enabled, without losing its human edge.What I do• Built and scaled the department, hiring senior leaders, defining org structure, and leading multidisciplinary teams across content, social, studio, partnerships, comms, and creative technology.• Designed operating models, workflows, and reporting cadences connecting brand strategy to execution, business priorities, and measurable impact.• Introduced AI powered and creative tech workflows to increase speed, quality, and consistency, with humans retaining control of taste, narrative, and final decisions.• Founded and oversee Ledger Studio, delivering 100 plus campaigns, launches, and educational formats driving millions of impressions.• Led global social strategy combining cultural intuition with performance tracking, achieving double digit reach growth and triple digit engagement growth across X, TikTok, Instagram, YouTube, and Discord.• Oversee editorial planning, KOL alignment, and distribution to balance launches, culture, evergreen education, and efficiency.• Built data driven feedback loops across content, social, and partnerships to improve prioritization, learning velocity, and ROI.• Drive executive thought leadership with C level leaders across editorial, social, video, and speaking platforms.• Founded and oversee defensive communications, combining tooling, monitoring, and human judgment to manage crises, counter misinformation, and protect brand trust.
EDUCATION
Sup de Pub
Master of Business Administration - MBA, International Brand Strategy & Marketing
ISEG
Master of Business Administration - MBA, Marketing & Communication - Brand Management
Lycée mission laïque
Baccalauréat Français Générale
INSEAD
Blockchain Specialization, Computer/Information Technology Administration and Management
dthinking Academy
Design Thinker , Innovation
SKILLS
ABOUT MO EL-SAYED
Building where technology meets culture, and leading teams that speak both languages fluently! Today, I’m the Head of Brand Development at Ledger. I built the department from the ground up, and now lead a multidisciplinary team that works like an in house creative department spanning content strategy and production, social, influencer marketing, and partnerships. We’ve launched global campaigns, driven real growth, and helped push forward a brand that sits at the heart of digital ownership. A growing part of my work explores where AI, creative tech, and design systems meet. I focus on that quiet layer between strategy and execution, where ideas find structure without losing their soul and teams gain tools that expand what they can imagine and make. Always exploring, always building, always a little obsessed with the next idea.How I think:Brand is a system, not just output.Creativity scales when structure is intentional.AI is a force multiplier, not a replacement for taste.Data informs decisions, it does not replace judgment.Culture only works when it is earned.Twitter,@Mo_RELS
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