A Parisian Career Built Inside Global Brands
Diane Rebeiz built her professional foundation in Paris, working at the heart of one of the most competitive digital markets in Europe. Based in the eighth arrondissement, she rose to become Head of Social Media and Influence at a well known Paris based digital agency, where she handled brand strategies for some of the most prestigious names in France.
Her portfolio included international hotel groups, luxury hospitality brands, and automotive and lifestyle giants such as InterContinental, Meliá Hotels, Klarna, Eric Kayser, Yann Couvreur, and Motul. Each brand required precision, consistency, and a deep understanding of audience psychology. Diane learned early that digital success is not about trends alone, but about positioning, storytelling, and long-term brand value.
Before entering the digital agency world, she worked in public relations, managing communication for international groups such as Hilton Group, Accor, Montblanc, PokerStars, and other global brands. This experience sharpened her sense of reputation management, crisis communication, and brand perception, skills that would later become central to her agency philosophy.
By her early thirties, Diane had achieved what many professionals aspire to in Paris. A stable contract, high profile clients, and a structured routine that followed the familiar rhythm of daily office life. From the outside, it looked like success. Internally, something felt incomplete.
Choosing Instability Over Comfort
In 2024, Diane made a decision that surprised many around her. She left behind Paris, her permanent contract, and the predictability of a well defined career path to return to Lebanon. This move came at a time when the country was facing severe economic pressure and months of war, making it an unlikely destination for entrepreneurship.
There was no safety net. No investors. No structured network waiting for her arrival. She returned with only two clients already secured. A well established jewelry brand and an exclusive nightlife venue. Everything else had to be built from scratch.
The decision was not impulsive. It was driven by a deep need to create something personal, independent, and meaningful. Diane believed that real growth often happens in discomfort. Stability, she felt, had started to limit her creative ambition.
Operating between Lebanon and Dubai, she began working from her boyfriends apartment, turning a small personal space into the foundation of what would later become Diagency. The early days were intense, uncertain, and emotionally demanding. But they were also filled with creative freedom.
Building Visibility Through Personal Branding
Without a sales team or marketing budget, Diane relied on one powerful tool. Her own voice. She began creating trend driven content on social media, breaking down branding strategies, decoding digital trends, and reimagining everyday products through a luxury inspired lens.
She transformed common consumer brands into aspirational visual concepts, showing how storytelling, aesthetic discipline, and positioning could elevate any product. These videos were not designed as advertisements. They were demonstrations of expertise.
Gradually, they became her portfolio. Clients did not come through cold emails or networking events. They came because they had already seen what she could do.
This approach highlighted the power of personal branding in agency growth. By showing her thinking process publicly, Diane built trust before any formal conversation even began. Brands understood her vision, her standards, and her creative language before reaching out.
Diagency Takes Shape In A Saturated Market
The digital agency space in Lebanon is often described as crowded and highly competitive. Despite this, Diagency grew steadily, without active prospecting. Today, the agency works with around fifty clients across multiple sectors.
Its portfolio includes premium restaurants and trend-driven concepts in Lebanon such as Superchief, Malibou, Uni, Marly’s, Abd el Wahab, and House of EL&N; jewelry brands including K Salamoon and Myne The Label; as well as nightlife venues like Clique, Kin, Curtain Call, and Folitude. Each client shares one common thread: they seek positioning, not just posting.
Diagency operates as a boutique agency, inspired by the boutique hotel model. Human sized, detail oriented, and deeply involved in each brand story. Services include social media strategy, advertising, branding, brand identity, and growth strategy.
What sets the agency apart is its balance between creativity and performance. Every campaign is designed with numbers in mind. Virality, reach, engagement, and conversion are measured carefully. But Diane always looks beyond digital metrics. She focuses on desire, perception, and long term brand equity.
Creating Luxury And Desire In A Country In Crisis
For Diane, Lebanon is not a limitation. It is an endless creative playground. The sea, the mountains, the architecture, and the contrasts shape her visual storytelling. Every shoot becomes a narrative. Every brand becomes a chance to tell a different story about the country.
In a place often associated with crisis and instability, Diagency creates luxury, aspiration, and emotion. The work challenges stereotypes and repositions Lebanon as a source of creativity, resilience, and aesthetic excellence.
This approach resonates strongly with brands that want to stand out, not just locally but regionally. Many projects are designed to travel beyond borders, appealing to audiences in the Gulf and Europe while remaining rooted in Lebanese identity.
Women Led Teams And A New Creative Reality
Diagency is largely composed of women, a reality that reflects Diane beliefs deeply. She sees Lebanese women as ambitious, creative, hardworking, and visionary, even within a society that remains largely traditional.
The agency culture values independence, flexibility, and emotional intelligence. Diane understands the pressure women face in balancing ambition with expectation. Her leadership style is built on trust, responsibility, and shared vision rather than hierarchy.
This environment has allowed Diagency to attract talent that values purpose over prestige. Many team members are driven by the opportunity to create meaningful work while growing professionally in a supportive structure.
Anxiety As A Driving Force
Diane openly acknowledges that she is anxious by nature. Instead of seeing this as a weakness, she has learned to channel it into discipline and momentum. Anxiety keeps her alert, curious, and constantly questioning how to improve.
Leaving stability came with sacrifices, including personal ones. But for Diane, creating and dreaming big outweighs the comfort of security. She believes that action matters more than waiting for perfect conditions.
Her work ethic is intense. She chooses effort over excuses, persistence over fear. Even during moments of exhaustion, sadness, or self doubt, she continues to move forward. Not because she believes she is special, but because she believes deeply in her vision.
Lifestyle Shaped By Purpose And Creation
Diane lifestyle reflects her entrepreneurial mindset. Long days, creative shoots, strategy sessions, and constant idea generation are part of her daily rhythm. She moves between Lebanon and Dubai, balancing regional ambition with local roots.
Her social media presence is not curated luxury for the sake of appearance. It is a window into her process, her thinking, and her reality. This transparency strengthens her connection with audiences who see both the ambition and the struggle behind success.
For many young creatives, especially women in the region, Diane journey is proof that it is possible to build something impactful without waiting for permission or perfect timing.
Current Growth And What Comes Next
Today, Diagency continues to expand organically. New clients come through reputation, referrals, and strong visibility. The agency is now focusing on growth across the GCC region, while intentionally preserving its boutique structure and personalized approach.
Diane remains deeply involved in creative direction, strategy, and client relationships. She has no interest in scaling at the cost of quality. Growth, for her, must remain intentional.
Her vision extends beyond digital. She sees branding as a cultural force, capable of shaping how countries, businesses, and individuals are perceived.
A Story Of Courage And Conviction
Diane Rebeiz journey is not just about building an agency. It is about choosing conviction over comfort, creation over fear, and vision over security.
By returning to Lebanon during one of its most challenging periods and building a thriving agency without external support, she has redefined what success can look like in uncertain environments.
Her story speaks to anyone standing at the edge of a decision, wondering whether to stay safe or take a risk. Diane chose the risk, and in doing so, built a life and business aligned with her values.
Do follow her on Instagram and connect on Linkedin.
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