FIFA MASTER ALUMNI - WHERE ARE THEY NOW? - YASMINE HELMY
Yasmine Helmy
Current Position: Digital Product and Marketing Manager at Confederation of African Football (CAF)
Year of graduation: 2022 (22nd Edition)
Nationality: Egyptian
What does your current role involve?
I joined CAF in 2023 as a Digital Product and Marketing Manager. My role spans across strategic planning, digital operations, campaign creation and the development of digital initiatives. I am responsible for crafting comprehensive digital strategies, end-to-end planning and rollout of digital campaigns, and overseeing on ground digital teams during competitions, coordinating their efforts to execute our digital plans effectively.
A key aspect of my role involves the creation of promotional and operational plans, working across diverse platforms to explore solutions and tools that streamline operations and maximize reach. In addition to organizing digital workshops to enhance engagement and innovation within our ecosystem. My role requires close coordination with internal and external stakeholders to deliver impactful, cohesive digital experiences that reflect the prestige of CAF competitions and resonate with fans, digital partners, and the broader football community.
Which aspects of the FIFA Master course have helped you most in your career?
The FIFA Master course has been instrumental in shaping my professional journey. One of the most valuable aspects was the exposure to a wide range of sports organizations, guest speakers, and professors from around the world. This diversity provided me with a comprehensive understanding of the sports industry and helped me appreciate how different cultures and regions approach sport management, marketing, and governance. The knowledge I gained from these interactions continues to influence my strategic thinking and decision-making in my current role.
Another highlight of the course was the field visits. These experiences allowed me to have in-depth discussions with top professionals and industry leaders, offering first-hand insights into the workings of renowned clubs, governing bodies, and event organizers. Being able to ask questions, see operations up close, and understand the challenges and innovations in different sectors of the industry was incredibly valuable. The blend of academic learning and practical exposure provided by the FIFA Master truly equipped me with the tools I needed to thrive in the sports industry.
What advice would you give to future students on the course?
My advice to future students is to trust the process and take things step by step. Growth takes time, and every experience will eventually add up. Be patient with yourself, stay focused on your personal development.
Stay open-minded. The course exposes you to a variety of sports and experiences, some of which may be unfamiliar. Embrace every opportunity as you might uncover new passions or unexpected paths. Be curious, ask questions, and explore outside your comfort zone.
Invest in yourself. Try new things, reflect on what drives you, and focus on your own journey, taking every opportunity to learn and grow.
Lastly, make the most of the network around you; your classmates, professors, and industry professionals are part of a global community that can support you beyond the course. But most importantly, enjoy the journey. It is a once in a lifetime experience in every way
FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 12 times by SportBusiness.
FIFA Master - 25 years of Excellence in Sport Business Education - organised by CIES in partnership with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).
