Dr. Yasmina Banaszscuk is Head of Digital at Edelman Germany.
As such, she leads the digital business, including the Content Lab, which includes social-first content and experiences and content production.
Yasmina has multi-layered expertise and experience in social and content, ecosystem growth, culture, editorial and gaming. Most recently, she served as Head of Content Programming, Strategy and Safety at TikTok, where she was responsible for the DACH region in content-ecosystem strategy for short videos and LIVE, for establishing systematic trend and meme scouting, and for staff development for four teams across two continents.
From freelance experience to being a journalist and digital consultant for various media, political parties and NGOs, Yasmina also brings strategic planning and communications experience from Bayer's chemical and IT businesses.