Vice Arabia has announced the appointment of Roberta Monteiro as Associate Strategy Director in the UAE.
The appointment is part of the agency’s efforts to strengthen its leadership team in the region. The agency also recently announced the appointment of John Davenport as the Executive Creative Director at the Virtue Worldwide, Vice Group’s advertising agency.
Monteiro will report to Rafael Lavor, Head of Strategy at Virtue Worldwide, the creative agency born from Vice Media Group. Lavor joined the agency earlier this year in January to lead the strategy in the MEA region.
She will join the team to support innovation and strategy , focusing on her key client Sharjah Government Media Bureau.
With more than a decade of experience, Monteiro has previously worked with global brands such as Nestlé and L’Oréal, lending her creative expertise and corporate brand strategy skills.
She also has significant experience working with prominent regional clients such as Dubai World Trade Centre (DWTC) and Rawabi Holding.
Rafael Lavor said: “As industries continue to pivot toward digital-first approaches, Roberta’s experience and deep expertise in the strategic field is exactly what’s needed to continue keeping our work ahead of the curve.”
Roberta Monteiro added: “I was drawn to Vice Arabia for its boldness in challenging the norms and its ability to capture the pulse of culture, especially in regions undergoing pivotal change, such as the Middle East.
“Growing up in Brazil, Vice’s groundbreaking content was my inspiration throughout university. I’m excited to join a team committed to authenticity in everything it creates.”
