Omnicom Media Group (OMG) MENA has appointed Florian Pfeifer as Managing Director of Flywheel Commerce Network, the group’s global e-commerce intelligence and retail media technology arm. In addition to leading regional operations, Pfeifer will join Flywheel’s international leadership team, contributing to the development of the Global Retail Network in partnership with Amazon.
Pfeifer brings more than 15 years of global retail and marketing experience to the role. He has previously held senior positions at Schwarz Group (LIDL), Iceland Foods, and most recently ALDI Sued, where he served as Global Group Director – Marketing, Retail Media, Customer Strategy & Digital. During his tenure at ALDI, Pfeifer led initiatives across marketing, e-commerce and retail media, focusing on customer experience, digital enablement and media monetisation. His expertise extends across category management, procurement, e-commerce operations, loyalty programmes and retail marketing strategy.
As Managing Director of Flywheel MENA, Pfeifer will be responsible for expanding the network’s presence across the region and driving adoption of its Commerce Cloud and data-driven service suite among OMG’s client base. His mandate includes strengthening strategic consultancy and partnerships for retailers, and collaborating with Flywheel’s global product, data, and technology teams to adapt and localise innovations for MENA markets.
“Florian’s deep client-side retail expertise, combined with our media and technology capabilities, makes Flywheel an even more powerful partner for brands and retailers in the region,” said Elda Choucair, CEO of OMG MENA. “His track record and perspective have already earned him a key role in the Global Retail Network alongside Amazon – bringing us closer than ever to the forefront of market innovation and tailored solutions.”
Commenting on his appointment, Florian Pfeifer said: “Joining Flywheel is, by itself, hugely exciting, of course, but joining it in the Middle East, where growth is spectacular and ambitions are enormous, makes it particularly momentous. Together with the impressive talent of the team, I am certain we will be able to respond to demands and expectations even more precisely and effectively.”
Pfeifer has now relocated to Dubai, where he has officially taken up his new role leading Flywheel Commerce Network across MENA.
