Campaign’s Media Faces to Watch 2021 —Zain Sheffi, Senior Media Planner, UM UAE

Campaign’s Media Faces to Watch 2021 —Zain Sheffi, Senior Media Planner, UM UAE

Age: 25

Nominated by Jad Daou, Business Director, UM UAE

A fresh grad full of excitement and eager to learn; 3 years later Zain evolved into an innovator, problem solver & critical thinker adding value to clients. Acknowledged by his clients for his fast pace & work quality; he’s on the right track to achieve further success.

Consumer data & purchase behaviour trends unlocked Zain’s passion for innovation to fuel success stories on RAKFoodie; garnering many industry awards. His meticulous eye for detail allowed him to streamline client’s operations to ensure campaigns were implemented and actioned according to standards including new ideas towards optimization that yielded incremental ROIs across campaigns.


As a Business and Finance Graduate venturing into Media, I started my career at UMMENAT as a Media Executive in 2018.

In the past couple of years, I have aggressively moved from a traditional to hybrid planner, launching and executing campaigns to the best of their potential utilizing a data-driven approach by activating the right audiences, yielding multiple award-winning campaigns & executions, which I am very proud of.

Through the power of data, I ensure more than ever, that I apply my learnings & strive for more industry knowledge across numerous clients, ensuring quality performance & award-winning campaigns.

Guiding principles

My family always taught me to be humble and live life one smile to another.  Another key guiding principle is that knowledge is key and as we evolve, it is on us to be agile & adapt to benefit on a personal and professional level.

How has Covid changed your job?

Covid-19, the new normal, fortified & enhanced my position of being agile & digital-savvy. With the work from the home culture being onboarded rather quickly, we were exposed to new ways of working, where quicker delivery time & more aggressive KPI’s were key for the clients’ survival. In hand, this led me to become more process-driven and explore new grounds for stronger client ROI.

Side hustle

Cars, trekking and food. I like to dedicate my free time to myself exploring UAE and its hidden gems. Always on the lookout for an adrenaline kick and a new adventure.

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