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Shantelle Nagarajan
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ByAtlas launches MENA operations with senior appointments

Shantelle Nagarajan
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Vivek Kapoor joins ByAtlas as Managing Partner and James Jarrett as Managing Director to spearhead the platform's expansion across the Middle East and North Africa.

byatlasFrom left: Vivek Kapoor, Managing Partner; James Jarrett, Managing Director.

Performance marketing platform ByAtlas has launched its MENA operation with the appointments of Vivek Kapoor as Managing Partner and James Jarrett as Managing Director.

The appointments mark a significant milestone in ByAtlas’ international expansion strategy, with Kapoor and Jarrett tasked with establishing and leading the company’s regional operation.

Founded by Jonathan Weeks, ByAtlas aims to help brands grow their customer base incrementally and profitably. Its approach combines strategy, media, creative and measurement with a proprietary technology stack, giving businesses greater clarity, stronger performance and a clearer understanding of what drives commercial success.

“MENA is one of the most exciting and ambitious growth markets in the world and a natural next step for ByAtlas,” said Weeks.

“Vivek and James bring exceptional regional experience, strong industry relationships and a proven track record of building successful partnerships and businesses,” he added. “We’re delighted to have them leading our expansion in the region.”

Kapoor joins ByAtlas with extensive experience in commercial leadership, strategic partnerships and business growth across the region. Throughout his career, he has worked closely with leading platforms including TikTok, LinkedIn and Snapchat, enabling organisations to unlock new growth opportunities through technology and media.

Jarrett brings more than 17 years of experience across strategy, planning, performance marketing and commercial leadership. He has overseen more than £75m in annual media investment and built strategic partnerships with Google, Meta, TikTok, Snapchat and Pinterest. During his career, he has contributed to award-winning work recognised across integrated media, digital and search disciplines.

The platform’s MENA launch reflects growing demand from brands looking for greater accountability, visibility and integration across their marketing activity.

“Brands across the region are looking for greater accountability from their marketing investment and a clearer understanding of what is driving business outcomes. ByAtlas has built a model that addresses those challenges directly and I’m excited to bring that proposition to MENA,” Kapoor concluded.

Tags:appointmentsByAtlasJames JarrettJonathan WeeksManaging DirectormarketingNewsPerformance marketingPlatformVivek Kapoor
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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