Marina Mansour is an expert in the art of Influence and digital Beauty culture.
Over 14 years, Marina has honed her expertise across social media and capturing attention, seamlessly blending commercial acumen, cultural insight and a keen ability to anticipate trends and industry shifts.
Often contributing to titles such as Glossy, The Business of Fashion, The Independent, Deutsche Welle & WWD, Marina explores the space between the creator economy, Beauty, AI and brands; analysing the opportunities at this intersection. Marina has led sold-out sessions at leading B2B events such as Cannes Lions, AdWeek, Marketing Week and Performance Marketing World’s Unlocked. With her own engaged following, namely across TikTok, her Substack The Beauty of Influence™️ and as a Top Voice on LinkedIn, Marina collaborates with brands such as YSL Beauty, Tiffany & Co., e.l.f. Beauty, Westman Artelier & Summer Fridays as a content creator and Unilever, Estée Lauder Companies Inc. and L’Oreal as a specialist consultant.
Marina is highly recognised for her pioneering work at Kyra, the world’s first AI-powered influencer marketing agency, where she joined as part of the founding team in 2017. In 2021, Marina carved out the Beauty & Wellness category and grew it into the business’s biggest vertical. Her visionary leadership has led to enterprise partnerships with industry giants such as L’Oreal, SharkNinja, LVMH and Coty. Marina established Kyra’s Gen Z State of Beauty Report in 2021, the world’s first qualitative and quantitative research piece on how the consumption habits of young audiences intersect with purchase decisions, brand love and social media in the market. Since then, it has grown into a widely anticipated annual release.
In November 2025, Marina stepped onto the board of the Fragrance Foundation UK, leading content and education to support an industry she has been passionate about from a young age.
Marina started her career on the partnerships teams at adidas and Sony Music, then in 2014, Marina became the first Head of Brand Partnerships at Polydor Records, a frontline label at Universal Music UK.
