Yasmina has nearly a decade of communications and public relations experience, both in agencies (Capital-Image, Veritas Communications, SYRUS Réputation, DDMG Communications) and within corporate environments (Sunwing). Throughout her career, she has deployed a multitude of public relations, influence marketing, and digital communications campaigns for businesses in the technology, consumer, and lifestyle sectors.

A Senior Consultant at Exponentiel since 2023, Yasmina enjoys collaborating closely with her clients. She meticulously analyzes their business needs and challenges, and develops tailored public relations strategies and impactful communications campaigns that align with their objectives and target audiences.

Yasmina holds a Bachelor in Public and Community Affairs and Policy Analysis from Concordia University as well as a D.E.S.S. (specialized graduate diploma) in Marketing, Media and Brand Marketing from HEC Montréal.

I’m asked to contribute to a variety of different mandates for equally diverse clients. I really enjoy collaborating with my team to find innovative solutions.

The cause I'm most passionate about is helping elderly people in isolated or vulnerable situations, a struggle which is often neglected in today's society in my opinion. I admire the way certain initiatives, like building intergenerational links and delivering social and emotional support, can help break the isolation these people feel.

I objectively evaluate every project, identifying the inherent challenges and opportunities. You can’t ignore potential roadblocks; instead, you must anticipate them and be prepared to meet them. By combining my realistic approach with a positive, proactive mindset, I strike the right balance to improve the efficiency and quality of the campaigns I develop.