MISTRESS names new social media director, Iyana Sarrafieh

Mistress, the multi-disciplinary creative agency based here, has hired Iyana Sarrafieh as Director, Social Media, a new position. She reports directly to agency founding creative partner Damien Eley, who oversees the agency’s expanding social media portfolio. Sarrafieh will help lead the social media vision and practice for Mistress as the company continues its forward momentum as a leading West Coast independent strategy shop, content creator and social media agency for the word’s top brands.

Formerly an Associate Director, Social Media at digital agency Deep Focus and a Strategic Planner and Social Media Strategist at creative agency Zambezi, both in Los Angeles, Sarrafieh launched her career in New York as a Social Strategy, Brand Channel Manager at Translation. She has worked on a diversity of brands including Neutrogena, Samsung, Intel, Adidas/TaylorMade Golf, The Honest Company, Coca-Cola/fruitwater, State Farm and Bud Light Platinum. At Mistress, Sarrafieh will build the agency’s growing social media practice and help its clients navigate the social landscape to find their place in culture.

“As social become more and more core to the way we think, it’s so crucial that we have a strong, experienced leader at the helm of our team. We’re thrilled to welcome Iyana as our newest Mistress,” said Damien Eley. “Her work has been awarded by Cannes and Clio but more importantly changed the way consumers think about some of the world's most iconic brands.”

“You could say I’m a brand therapist,” said Sarrafieh. “It's my job to help brands discover and finely articulate their ‘why’ and place in contemporary culture. I’m thrilled and honored to be one of the newest Mistresses.”

About Mistress
Based in Los Angeles, California, Mistress is an internationally awarded, full-service creative agency that applies the rigorous thinking behind traditional brand building to the pace and demands of modern media culture. The results are integrated brand campaigns, world record-setting activations, social movements, online societies, influencer campaigns and ads-as-earned-media-stunts. With deep category experience in sports, beverages and entertainment, Mistress seeks to invigorate brands, the marketers that work on them and the consumers that experience them. The agency has been awarded at Cannes, One Show, Shortys, Clios, LIA, D&AD, Andy, A-List Hollywood, PromaxDBA and Game Marketing Awards. Mistress was 2016 PromaxDBA North American Agency of the Year and 2011 Adage Small Agency of the Year.