UM MENAT appoints Abdelnabi Alaeddine as regional director

UM has announced the appointment of Abdelnabi Alaeddine as regional director, planning & digital investment, as the network continues its journey to futureproof clients’ businesses.

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Alaeddine will be responsible for overseeing UM’s digital planning best practice and driving client focused digital investment across the region. He will work closely with local market teams to identify new opportunities, develop and optimise our regional digital planning process, and drive our digital investments and publisher partnerships to achieve our clients business objectives.

Alaeddine brings years of experience, leading teams across digital planning, buying as well as digital performance. He has helped several global brands transition and transform their activities across the Middle East over the last few years and will continue to push best practices for UM MENAT.

I couldn’t be more thrilled to join the UM MENAT Regional Team; this will allow me to work with even more of our diverse teams and partners across the region. I look forward to working with internal and external stakeholders to craft client solutions that drive growth and are fuelled with innovation” said Alaeddine.

Alaeddine will be based in Dubai, reporting to James Dutton, regional digital director of UM MENAT.

“Abed is well respected in the regional media scene and has proven himself to be an asset in enhancing our digital planning capabilities in an increasingly complex landscape. Moving into a regional role will allow Abed to tap into our wider network to focus on delivering exceptional results for clients through media partnerships and investment optimisation”, said James Dutton, regional digital director at UM MENAT. “Under Abed’s leadership, UM will scale our futureproof planning to grow client business by balancing short term results and long term growth in partnership with the regional media community.”