Yas Frasso

Digital Business Director

Yas’ career so far has been driven by her ability to see what needs to be done, take ownership independently, and deliver work that moves teams, clients and the agency forward. In seven years, she has stepped naturally into leadership roles, supported by a Mini MBA, four years of MIPA status and multiple industry qualifications that underpin her strategic and commercial strength.

She has become the person trusted to lead when the stakes are high, including taking major pitches from early thinking through to new business wins and then activation, guiding teams to deliver with impact. On long-term accounts, she has reshaped strategic direction, championed adoption of new platforms and built relationships that have helped secure and grow key partnerships. Her influence extends deep into how the agency operates. Spotting gaps that affected performance, she rebuilt onboarding, pacing and financial processes, now used agency-wide. These not only improve accuracy but also create conditions for stronger creative and strategic work. This includes building process around our Behavioural Copy offering, allowing it to scale. Yas brings a thoughtful, human approach to leadership. She drives conversations on accessibility and neurodiversity, creates practical tools to support more inclusive work, and mentors colleagues in a way that strengthens team culture as much as performance. Colleagues describe her as commercially instinctive, calm under pressure and someone who quietly fixes the problems that matter. Yas is already shaping how the agency works, wins and evolves, marking her as an emerging leader defining the industry’s next chapter.