Tomaso Rodriguez, Non-Executive Chairman of the Board, Flyby. Tomaso Rodriguez has been appointed as Non-Executive Chairman of the Board at adtech company Flyby, following his exit from talabat as CEO. The move signals Flyby’s transition from early traction to scale as the company prepares for a Series A raise and accelerated deployment across Europe and the Middle East.
Bringing his experience of scaling talabat’s business by more than ninefold during his six years as CEO, Flyby taps Rodriguez for his leadership, sending a clear signal that reached a level of traction and maturity that’s ready for scale.
With humble beginnings in Munich, Abu Dhabi, and Dubai, Flyby has evolved into a live, digital out-of-home network embedded directly into last-mile logistics. The infrastructure doubles as a new medium, with clients already allocating budgets to it. Flyby’s client roster includes global brands and regional powerhouses: L’Oréal, Red Bull, Tabasco, Motorola, and Western Union on the advertiser side; Publicis, Yango and WPP among agency partners; and aggregators including noon, talabat, Careem, and Deliveroo.
“Two years in, the platform is live, revenue-generating, and ready for scale,” said Cheyenne Kamran, Co-Founder and CEO of Flyby.
The company has a clear path to reach 10,000 boxes by 2027, built on existing partnerships and a proprietary stack combining IoT-enabled hardware, rider-level data, and real-time digital engagement. The network also supports urban beautification and smart city programs – making Flyby as relevant to municipalities as it is to media buyers.
As Chairman, Rodriguez will drive investor and partner engagement and help strengthen Flyby’s position across advertising, mobility, and data.
“Tomaso took Talabat from a regional platform to a $10 billion public company. His experience will be key as we enter our next phase, marking the start of our Series A and our expansion into multiple new markets,” said Kamran.
Rodriguez also commented on his plans for Flyby’s future, ahead of its Series A phase. “Every day, hundreds of thousands of delivery riders navigate our streets, a truly visible presence,” he said. “Flyby is the only company globally that has successfully turned delivery fleets into a live, high-tech media channel.”
While the company aims to expand its network to 10,000 smart boxes by 2027 it also starts a five-year roadmap to 50,000 boxes across the GCC and Europe.
“We’re unlocking an entirely unexplored frontier for advertisers, allowing them to deliver dynamic, real-time messages in a way that simply hasn’t been possible until now,” Rodriguez said. The strategy aims to set a new benchmark for real-time mobility and media infrastructure across the GCC and Europe.
