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UM MENA promotes Rasha Rteil 

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UM MENA has promoted Rasha Rteil to the role of Head of Product, MENAT. With a wealth of experience in digital media, Rasha most recently worked with UM MENA as Regional Innovation Director. In her new role, Rasha will lead on the agency’s ambitious agenda to continuously transform its product and partnerships while also steering the agency’s product solutions by providing input on the industry developments.

“Rasha’s regional leadership on innovation and her contribution to many parts of our business has been instrumental to our success,” says Joe Nicolas, Regional MD, UM MENAT. “We now look forward to seeing this being successfully extended in her new role where she will work closely with all function leads to further strengthen our position as market leader in this region.”

UM MENA appoints new Head of Innovation

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As part of UM MENA’s move to configure its integrated planning and strategy, Rasha Rteil has been appointed as Regional Innovation Director. Previously with Mindshare MENA, Rasha was heading digital media for Lebanon and was responsible for leading innovation strategies across the region.

Based in Dubai, Rasha will now be instrumental in developing innovative, integrated and digitally led consumer engagement solutions on international, regional and local clients. Her key focus will be innovation with a plug and play approach, driving tech partnerships to add value and increase the reach of brands across all audiences, sparking memorable moments with consumers.

“With UM MENA at the forefront of embracing innovation and technology as a stand-alone function and talent, I look forward to undergoing an exciting and alluring journey alongside the strategy and product team,” says Rasha. “Our aim is to make our brands robust enough to evolve with our audience’s ever-changing adoption of technology through identifying fragmented content consumption, avant-garde immersive channels and by harnessing the power of multiscreen experiences. UM MENA brings a showcase of fun and enthusing brands, and with that we will thrive to create encounters with lasting impressions that drive our client’s brands in a measurable way digitally, in the physical world, or even both.”