An exclusive conversation with the Jordanian media icon and CEO of Al-Laith Media Group.

With a career spanning over two decades, Sally Assad has become a formidable voice in the Arab media landscape. As the founder and CEO of Al-Laith Media Group and host of the acclaimed SallyTalks podcast, she has consistently championed purpose-driven storytelling, media ethics, and women’s empowerment. In this exclusive interview, Sally shares her remarkable journey—from the halls of Jordan Television to regional influence—and what drives her to keep creating content that matters.

Let’s start at the beginning. How did your media career take shape?

Sally Assad: It all began at Jordan Tele

vision, where I learned the foundations—writing, production, presenting. It was a true media bootcamp. That experience grounded me in values like integrity and depth. Since then, I’ve worked across the Arab world, always guided by a mission to give voice to stories that deserve to be heard.

What defines Al-Laith Media Group under your leadership?

Sally: At Al-Laith, we don’t just produce content—we craft narratives with impact. We handle official coverage for Kuwait TV in the UAE and engage in major regional media summits. We also produce high-caliber podcasts and multimedia for thought leaders and creatives. While our studios are powered by the latest tech, what sets us apart is our cross-cultural, human-centric vision.

You’re also known for training public figures. Why is that important today?

Sally: In today’s digital-first world, communication is leadership. I coach executives and public figures on media presence, crisis response, and strategic storytelling. More recently, I’ve focused on empowering emerging Arab storytellers—especially women—through digital media training and ethical content creation. The aim is to help them lead with clarity and credibility.

Your podcast, SallyTalks, is gaining significant traction. What makes it stand out?

Sally: SallyTalks began as a podcast, but it’s evolved into a full media ecosystem. We explore bold, underrepresented topics—identity, women’s rights, parenting, emotional wellbeing—and elevate authentic voices. It’s both a platform and a launchpad for storytellers, grounded in empathy, truth, and social relevance.

You’ve been honored with several awards. What do they mean to you?

Sally: Awards are affirmations, but also responsibilities. Being named “Most Influential Jordanian Media Personality Abroad” in 2018 and “Most Impactful Arab Media Figure” in 2024 were humbling moments. They remind me that Arab media has a powerful voice—and it’s our duty to use it wisely.

Tell us about your philanthropic mission.

Sally: I’ve always believed media should serve people, not just platforms. I quietly support initiatives for orphans and children with disabilities and use my visibility to champion equity, care, and social justice. Real impact happens when we merge voice with value.

What’s next on your journey?

Sally: I want to expand the reach of inclusive digital storytelling and build creative ecosystems across the region. The future of Arab media lies in authenticity, innovation, and ethical leadership. That’s where I’m headed—one story, one voice at a time.

Final note:

Sally Assad is not just building content—she’s building a legacy. A media force grounded in authenticity, driven by social impact, and reshaping the narrative of Arab women in media.