Started her career as a translator, Norma is closely familiar with all aspects of the localization process. She’s also an IT engineering graduate, investing her skills in planning and technology to steer the wheel of her own venture: Noon Language Solution.
With the Backing of a team of young aspiring multifaceted individuals, Noon aims to support content creators with innovative and organic ways to bring international content to the Arabic world.

Saliee Waly, the CEO of S Productions, has left an indelible mark on the MENA entertainment landscape. Born and raised in Cairo, her journey from Misr University for Science and Technology to advertising, and eventually into movies and series, showcases her unwavering commitment to storytelling. As the youngest female producer, she introduced the first-ever Arabic musical drama, post-apocalyptic, and innovative US formats to the MENA region. Through S Productions, Saliee has redefined TV series production, consistently delivering high-quality content, earning prestigious accolades, and reshaping the industry with innovation and unwavering dedication to storytelling.

Joe Al Khawand is the accomplished Head of MENA Video Content Production at Yango Play, an all-in-one entertainment superapp with movies, music and mini-games and more. With over a decade of experience and passion for content production, Joe has had a rich career in the media and entertainment industry. His skills extend to concept development, OTT content curation, and project management, making him a versatile and influential figure in the entertainment industry.

At Yango Play, Joe plays a pivotal role in developing and implementing a comprehensive video content strategy that aligns with the organization’s goals and targets the specific taste and preferences of the MENA audience. He is responsible for steering the direction, creation and management of video content to ensure content is culturally relevant to captivate the audience and all content is compliant with local laws and cultural norms, respecting the diverse cultures and values across the MENA region.

Joe has led a multinational development unit to produce a diverse range of groundbreaking dramas across the MENA region. His notable works include “The Visit,” a horror story based on true events, and “Hell’s Gate,” the first sci-fi drama in the region. Joe’s career is marked by several firsts, including “Casastreet,” the first Moroccan drama starring children, and “ANBAR06,” a prison ensemble drama inspired by real stories among many others.

Before joining Yango, Joe was a Content Development Manager at Shahid, one of the most prominent Arabic video-on-demand services in the world. He was the Supervising Producer on several Shahid Original series, which were some of the biggest shows in the MENA region. His role was instrumental in bringing to life acclaimed Arabic series such as ‘Godmother of Beirut’, the limited series from Kuwait ‘Laundry’ and ‘Thanawiyat al Naseem’ from KSA, further solidifying his reputation as a visionary in streaming media, script supervision and series development.

Prior to this, Joe worked as a Senior Digital Content Producer at the Middle East Broadcasting Center (MBC), the largest media company in the Middle East & North Africa region. Here he was responsible for directing digital brand integrations for major companies like Renault, Johnson & Johnson, Nutella, Nivea, Oreo, Samsung and many more. His ability to analyze audience opinion and behavior, coupled with his skills in building digital content strategies, significantly contributed to the success of various high-profile shows like Arab Idol, Arabs Got Talent, The Voice, X Factor and Top Chef.

Educated in both Computer Sciences and Audio-Visual Arts, Joe holds a Bachelor’s degree in Cinematography and Film/Video Production from Al Kafaat University and a Master’s degree in Computer Science from the Lebanese University.

Outside his professional sphere, Joe enjoys delving into the world of literature, watch movies to appreciate the art of storytelling through the cinematic lens. He is an avid basketball and ping pong player.

Rania Haddad
Sales & Acquisition Executive

Passionate marketeer and sales expert with over 18 years at Cedars Art Production (Sabbah Brothers). Bringing Films, Drama, and Formats to life in emerging markets through strategic partnerships and innovative content distribution. Dedicated to developing international business and expanding into new markets. #ContentDistribution #GlobalPartnerships

Cedars Art Production (Sabbah Brothers)

Founded in 1954 by the visionary Sabbah Family in Cairo and Beirut, Cedars Art Production (CAP) stands as a leader in MENA for producing world-awarded films, series, and shows. With facilities in Lebanon, Kingdom of Saudi Arabia, Egypt and Morocco, CAP produces on average 24 series and films annually. Known for International hits like “Sukkar Banat (Film)”, The 5-season Series “Al Hayba,” released on Shahid, Netflix and “The Last Round” exclusive on Amazon Prime as of January 2024. Visit https://protect.checkpoint.com/v2/___www.sabbah.com___.YzJ1OmluZGV4aG9sZGluZzpjOm86MmJhMDA5NDNhMTFjZWI3YzlkODJmYWU2Yjk0YjMyZDk6Njo1MTIxOjg1NGRkN2NiOWZmOWUyNmJiMWRiZGVmMzU2ZmM0ZjdkY2VjYjljODgwZDVjYmM0MjMyMTg3NzRlNGY5MmQ3ZjM6dDpU for more.