Malak Effat, General Manager - Egypt & North Africa, Strike Ads.Media powerhouse Strike Ads, which represents leading global ad-tech platforms such as Gameloft, Amadeus, and Yandex in the MENA region. has appointed Malak Effat as General Manager to lead growth across Egypt & North Africa.
In her new role, Malak will lead the next chapter of Strike Ads’ evolution in Egypt and North Africa, focusing on strengthening partnerships with agencies and clients, enhancing product impact, and adopting a more connected, data-led approach to digital supply, measurement, and performance.
With more than 12 years of experience across media, marketing, and fintech, Effat brings a blend of commercial acumen, deep consumer insight, agency expertise, innovation, and data-driven strategy to the role.
Her career spans leading global and regional organisations, including MCN, Omnicom Media Group, and MNT-Halan, where she led major brands, shaped market strategies, and drove cross-portfolio growth across multiple categories.
Commenting on the opportunity in Egypt and North Africa, Effat said, “This region represents one of the most dynamic and opportunity-rich markets in the industry today. What excites me most is the ability to work closely with businesses and agencies to help them navigate complexity, unlock growth, and build solutions that create real, lasting value.
She added, “Strike Ads sits at a powerful intersection of media, technology, and data, and there is a strong opportunity to scale that impact by being sharper, faster, and more deeply aligned with what the market truly needs.”
What distinguishes Effat is her ability to connect business objectives with real consumer motivations translating insights, data, and technology into solutions that deliver meaningful and measurable outcomes.
Her work consistently sits at the intersection of brand building, performance, product thinking, and audience intelligence, positioning her well to lead Strike Ads into its next phase of growth.
Reinforcing the company’s long-term ambition, Marwan Mostafa, CEO and Co-Founder of Strike Ads, added,
“Strike Ads is entering a new phase of scale and maturity, and that requires leadership that can think strategically, move fast, and deliver excellence at scale.”
Mostafa added, “Malak brings a powerful combination of market understanding, operational excellence, and a modern, connected, data-led approach to media and technology. We see her playing a key role in shaping the next era of Strike Ads strengthening our presence in Egypt and North Africa, deepening partnerships, and elevating the value we deliver to clients, agencies, and platforms.”
Malak’s appointment marks the beginning of Strike Ads’ next phase one defined by scale, momentum, and measurable impact across Egypt and North Africa.
