Nandita Saggu Image Credit: Supplied

YAAP, a new-age specialized content and influencer marketing company, today announced the appointment of Nandita Saggu as Partner to help drive the company's growth and expansion in the Middle East. She is known for leading high-performing teams and striking high-value deals in the region. YAAP had recently made another high-profile appointment by onboarding Sadia Akhter as a Partner.

Nandita Saggu has over 18 years of experience across sectors and domains, including healthcare, retail, hospitality, FinTech, e-learning, SaaS tech, AI, custom web and mobile development, and performance and social media marketing. Before joining YAAP, she was the Chief Growth Officer at DViO, leading the digital agency’s Middle East operations. Nandita has a demonstrated track record of building startups’ client bases from scratch and driving exponential revenue growth — stints with Facelift GmbH, Blue Logic Digital, and mid- and large-size firms such as Dun & Bradstreet and Future Group exemplify it.

"We are excited for Nandita to join our growing team and help accelerate our growth in the Middle East," said Arshad Zaheer, Senior Partner at YAAP.

"With her wealth of experience in digital technology and her proven track record in driving business growth, we are confident that she will be an invaluable asset to our team as we look to expand our reach in the Middle East."

Digital technology is Nandita’s forte, nurtured throughout the evolutionary phase of digitalization in the last couple of decades. With YAAP, Nandita intends to identify and leverage technologies, such as Web 3.0 and AI, to tap into emerging opportunities, enhance customer engagement, and scale the business sustainably. In the short term, her priority is to execute high-value deals, drive profitable digital strategies, and build customer relationships on a foundation of trust and value creation.

"I am looking forward to adding impetus to YAAP's expansion across the region and enabling more businesses to scale their digital marketing efforts tangibly and effectively," said Saggu. “Through disciplined financial planning, pertinent technology adoption, and effective stakeholder management, I aspire to propel YAAP to new heights in the region and beyond.”

High-profile additions to the board are accompanied by impressive all-around growth at YAAP. It posted a top-line growth of 97% and a 5X jump in profitability for FY21-22 before acquiring Crayons Communications, a reputable advertising agency in the Middle East. Most recently, it partnered with leading US-based influencer marketing tool, Tagger Media, a self-serve platform, facilitating the latter's entry into the Middle East and India. YAAP’s portfolio includes esteemed clients such as Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix.