Digital Media Strategist, Consultant and Trainer

Lara Ayoub is a digital media strategist, trainer, and gender and media consultant with more than 20 years of experience. She is the co-founder of SADAQA, a non-profit organisation dedicated to increasing female economic participation in Jordan by advocating women’s economic rights, removing structural barriers, and creating family-friendly workplaces.

She is also the founder of The Media Lab, a community interest organisation exploring the relationship between media and the public. Lara has launched and operated the digital newsrooms of three TV stations and two print publications, including Jordan’s first 24/7 public service news station AlMamlaka TV, the privately owned Ro’ya TV, and Alghad Newspaper.

Lara holds a Master’s degree in Global Media and Digital Cultures from SOAS University of London and a Postgraduate Certificate in Journalism Innovation and Leadership from the University of Lancashire. She is a certified video producer from the London School of Media, Film and TV.

She serves on the boards of Save the Children – Jordan, the World Association of Newspapers and News Publishers Middle East (WAN-IFRA), and the Board of Industry Advisors & Mentors at the University of Lancashire. Lara has been an Eisenhower Fellow since 2017.

Having completed the Harvard Executive Leadership Program in Community Organizing in 2013, she became a Teaching Fellow in 2015 and a public narrative coach in 2020 and 2021 at the Harvard Kennedy School of Government. She is also a recipient of the 2019 Goldman Sachs – Fortune Global Women Leaders Award and an active member of the Vital Voices Global Leadership network. Lara continues to mentor and coach emerging young leaders.

Her PhD research investigates the relationship between mainstream media and the public in Jordan.

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