Campaign’s Media Faces to Watch 2021 —Mohamed Haneef, Senior Performance Executive, BPN Mena

Campaign’s Media Faces to Watch 2021 —Mohamed Haneef, Senior Performance Executive, BPN Mena

Age: 29

Nominated by Vedrana Jovanovic, Head of Digital, BPN Mena

Haneef is a passionate, curious, and hardworking team player. He is constantly updating his skills in performance discipline and is frequently commended by our clients on his skills, reliability and approach to any problem. He is still young and will only keep progressing – so that definitely makes him the right candidate.


I started my career as a media coordinator at Omnicom, UAE and quickly realized my interest lies in performance marketing. The task ahead was challenging considering lack of experience in ad platforms. However, I taught myself how to use the tools and hustled into performance marketing.

It’s now been 3 years and my hunger for knowledge helped me quickly progress to a Senior Performance specialist at BPN Mena. I am now responsible for managing an account worth a million USD in ad spends across over 20 countries.

Guiding principles

Adapting to a constantly changing business environment. Persistently learning new tools which help in achieving client’s business objectives. Last, but not least – I keep a calm approach in any situation. This achieves a rational approach in decision making rather than an emotional one, as well as keeping cool under pressure.

How has Covid changed your job?

Working remotely been a challenging period on a personal level. Additionally, the overall strategic approach to reach clients’ business objectives had to change. With market and consumer behaviour changing frequently, we had to work hard to keep our campaigns relevant. It’s all about being on your toes and responding quickly.

Side hustle

Stock trading is something that I learned during the lockdown period. Understanding fundamentals and technical analysis of the stock market turned into a passion.

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