Sarah Amrou’s Stories, Lessons & Insights

We recently had the chance to connect with Sarah Amrou and have shared our conversation below.

Sarah, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What is a normal day like for you right now?
Right now, a normal day for me is a mix of strategy, creativity, and a whole lot of movement. I usually start my mornings early with a bit of quiet time; coffee, a quick check-in with myself, and then reviewing the day’s priorities. Once I’m grounded, it’s straight into client calls, creative reviews, or campaign planning, depending on what’s on deck for Saniia or my other projects.

Midday is usually packed with brainstorming sessions, team check-ins, or building out content and strategy, it’s where most of the creative magic happens. I try to carve out time in the late afternoon for deep work, whether it’s writing, building decks, or shaping new ideas. Evenings are a bit more fluid, sometimes I’m at an event, sometimes I’m editing content, and sometimes I’m just decompressing with friends or music.

No two days are the same, but the rhythm always revolves around building something meaningful, staying inspired, and making sure I’m moving things forward, creatively, professionally, and personally.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Sarah Amrou, a first-generation Lebanese-American, storyteller, and the Founder of Saniia, a creative marketing agency rooted in culture, bold ideas, and impact. I started Saniia with a mission to build brands that not only look good but mean something, brands that tell real stories and connect deeply with their audience.

What makes us different is that we don’t follow the traditional marketing playbook. We lead with emotion, culture, and intention. Our team is made up of creatives from Lebanon and Palestine, and that cultural perspective fuels everything we do, from branding to campaign strategy to content production. Right now, we’re working on expanding into new markets and partnering with brands that align with our values: purpose, power, and presence. Saniia is more than an agency, it’s a movement for creative storytelling that hits deeper and lasts longer.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What relationship most shaped how you see yourself?
The relationship that’s most shaped how I see myself is my relationship to my culture, being Lebanese is at the core of who I am. It’s more than a heritage; it’s a mindset. Growing up between two worlds, and spending over a decade living in Lebanon, taught me what it truly means to be resilient. I carry the weight, the beauty, and the strength of my culture into everything I do.

Being a Lebanese woman in a competitive market has shaped me to be bold, resourceful, and unafraid to take up space. In a world that often tries to box you in, my culture reminds me that softness and strength can exist at once, that you can lead with grace, but fight for what you believe in. It’s this relationship that continues to ground me, push me, and define the way I show up, unapologetically myself.

If you could say one kind thing to your younger self, what would it be?
I would tell her: You’re not too much, you’re powerful, passionate, and exactly who you’re meant to be. Keep trusting your gut, even when the path feels unclear. The world will try to dim your light, but don’t let it. Everything you’re dreaming of is already within you, and it’s all going to unfold in ways more beautiful than you can imagine.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a cultural value you protect at all costs?
A cultural value I protect at all costs is honor, not in the traditional sense, but in how you carry yourself, how you show up for others, and how you stay true to your word. In my Lebanese culture, honor is tied to integrity, family, loyalty, and how deeply you care for your community. It’s about protecting what matters, standing firm in your values, and moving through the world with both pride and humility. No matter where I am or what room I walk into, I bring that with me, it’s non-negotiable.

Okay, so before we go, let’s tackle one more area. What is the story you hope people tell about you when you’re gone?
I hope people say that I lived boldly, loved deeply, and never played it safe. That I created space for others to be seen, to be heard, and to be themselves, and that I told stories that mattered. I want to be remembered as someone who turned pain into purpose, who led with heart, and who made things happen even when the odds weren’t in her favor. Someone who didn’t just show up, but left a mark.

Contact Info:

• Website: https://saniia.com
• Instagram: https://www.instagram.com/sarahamrou_/
• Other: https://www.instagram.com/saniiamade/