Yassmeen Malash
Director
She/Her
Life at FGS Global
Director, based in the Dubai office.
Life Pre-FGS Global
Led advocacy and behavioural-change initiatives on behalf of the German government (GIZ) and consulted for multilaterals in the international development space in Egypt and the UAE.
Life Beyond FGS Global
In constant search of green spaces, dabbling in padel, bouldering, and cycling, trying to keep my plants alive, and never saying no to game nights and mystery-themed dinners.
Yassmeen brings 13 years of experience in government advisory and strategic communications spanning G2G, B2G, and B2B mandates. She has led advocacy and outreach across public sector reform, climate action, digital transformation, and sustainable development. Her work combines strategic design and systems-thinking approaches with a strong emphasis on behavioural change to align stakeholders and deliver impact.
As Director at FGS Global, Yassmeen advises some of the MENA region’s most critical government and institutional clients on strategic positioning and navigating complex agendas, grounded in her experience leading high-stakes assignments that bridge multi-government priorities with public narratives.
Prior to joining FGS Global, Yassmeen headed advocacy and awareness components for projects on behalf of the German government with the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), piloting national behavioural-change and outreach initiatives with senior counterparts including vice-ministers and federal authority sector heads. She has also consulted for projects funded by the EU, World Bank, Green Climate Fund, Agence Française de Développement, USAID, and EBRD across climate finance, water and sanitation, tourism, ICT, agriculture, social development, gender equality, and innovation management, in Egypt and the UAE.
Yassmeen holds a Master’s in Innovation Management & Customer Experience from IE Business School in Madrid, with the highest distinction.