Exotica
Sabine Massaad is a seasoned marketing and strategic planning professional with extensive experience in various leadership roles. Currently serving as a Member of the Board of Directors at Exotica since January 2023, Massaad previously held the position of Strategy Director at Momentum Worldwide from October 2023 to March 2025. At HERE Technologies, Massaad worked as an Experience Marketing & Presentation Strategist from September 2021 to October 2023. Earlier, Massaad was the Head of Marketing at Exotica and served as a Senior Strategic Planner at Leo Burnett MEA, where responsibilities included global strategic planning for Procter and Gamble's Femcare account across multiple markets. Massaad's career began with roles in communication, progressing from Junior Communication Executive to Communication Supervisor. Massaad holds a Bachelor of Business Administration in Marketing from the American University of Beirut, obtained between 2011 and 2013.
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Exotica
Exotica was founded in Lebanon in 1978 under Debbane Group, as a horticulture company involved in the ornamental and gifting sector. Since then, we have grown to become a leading provider of first class floristry and landscape contracting in the Middle East and North Africa. Countries we are active in include Lebanon, UAE, Syria, Jordan, Saudi Arabia, Qatar, Egypt, Yemen and Kuwait among others. To date, we have over 350 employees spread across the impressive showrooms, flower and plant production nurseries, and landscape contracting divisions. This team of innovative and professional staff is divided between Lebanon and the UAE; and contribute to our vast experience and growth. We specialize in multiple services including outdoor landscaping, weekly floral contracts, plant supply and maintenance, events, and seasonal decorations. Numerous businesses across the region from airports such as Abu Dhabi International Airport and Beirut Raffic Hariri International Airport to governmental organizations such as Mubadala, and high-end hotels including Al Bustan Rotana in Dubai and Phoenicia Intercontinental in Beirut, have showcased our designs, as our ability to transform spaces has been mastered through many years of experience.