5th Element has named Umesh Ajmani as its new Head of Performance – Mobile. The move highlights the agency’s growing focus on mobile-led performance marketing across the region.
Ajmani, who brings more than a decade of experience in the AdTech and digital marketing space, will lead 5th Element’s Mobile Performance division, overseeing strategy, execution, and innovation in data-driven campaigns. His remit includes developing performance frameworks, enhancing campaign efficiency, and deepening collaboration with clients and platforms across markets.
Commenting on the appointment, Khaldoun Zaghir, General Manager of 5th Element, said the hire reflects the company’s broader ambition to strengthen its integrated approach to performance and creativity.
“We’re thrilled to welcome Umesh to the 5th Element leadership team as Head of Performance Marketing – Mobile. His strategic depth, cross-market experience, and passion for blending creativity with data perfectly align with our mission to drive meaningful brand growth through intelligent performance. As we continue to evolve the region’s digital landscape, Umesh’s expertise will play a pivotal role in strengthening our integrated approach to measurable, human-centric marketing,” said, Zaghir.
Ajmani has previously held leadership roles at Affle, Adways, and Dentsu, where he worked across multiple markets to scale mobile marketing operations and deliver growth-focused solutions for global and regional brands.
Speaking about his new role, Ajmani said the opportunity comes at a time when the region’s digital maturity is reshaping how performance marketing is defined.
“I’m delighted to join 5th Element as Head of Performance Marketing – Mobile, at a time when the boundaries of digital engagement are being redefined. What drew me to 5th Element is its clear vision to combine creativity, data intelligence, and technology to deliver meaningful growth,” he said.
“I firmly believe that performance marketing today must transcend traditional metrics – it’s about creating holistic strategies that drive sustainable business outcomes and foster deeper consumer connections. At 5th Element, I look forward to contributing to a culture that champions innovation, precision, and impact, and to helping shape the next evolution of performance excellence across the region and globally.”
His appointment signals 5th Element’s continued investment in building specialist capabilities within its performance and mobile marketing functions.
