Campaign’s Media Faces to Watch 2021 —Aneesa Rashid, ACE Lead, UM MENAT

Campaign’s Media Faces to Watch 2021 —Aneesa Rashid, ACE Lead, UM MENAT

Age: 28

Nominated by Maya Bou Ajram, Deputy GM, UM MENAT

In a challenging year where clients are focused on accountability, Aneesa fully embodied UM’s DNA of striving for Better. She did this by truly championing consumer centricity and heroed advertising personalization at scale across our client portfolio.  Aneesa’s innovative approach to challenges did not finish with the clients business, but she also spearheaded internal transformation, intensifying the impact of her department, reengineering existing workflows to enhance speed, agility & ownership across teams.


From my decade of marketing experience, I’ve learnt no two days are alike and there’s always something new to learn.

As the Addressable Content Engine Lead at UM UAE, I’ve tackled the adoption of personalization at scale within a year of key accountability. Creating some of the regions first of its kind precision campaigns for brands such as Johnson’s Adult, Neutrogena and OGX.

Prior to this spearheading key influencer activations for Reckitt Benckiser and driving social/e-commerce growth across the J&J portfolio. Scaling learnings across EMEA as the first in the GCC category to execute Facebook Collaborative ads on JBaby.

Guiding principles

True innovation requires risk-takers and even if it doesn’t lead to success it’s a learning curve on your road to discovery. Don’t try to be like everyone else, we need to not just be open to taking chances but embrace them.

How has Covid changed your job?

Covid has changed the dynamics of our day-to-day working lives but personally, it’s been a positive and enriching experience. We proactively reprioritized our way of thinking to focus on what’s most important as a business. It also unexpectedly kept us more connected, especially through cultural initiatives that brought us closer.

Side hustle

Art has always been a passion of mine, it’s like a form of meditation so I love to paint whenever I get the chance. Having had the honour of showing my work at an art gallery in Dubai, it remains something I hold close to my heart.

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