Global influencer marketing agency, Influencer, has today announced the appointment of Rabah Assaf to spearhead its operations in the MENA region. Rabah, whose career spans over 17 years in the media industry, will play a pivotal role in driving Influencer’s ambitious growth strategy in this key market, helping even more brands build out their influencer marketing strategy and run effective creator campaigns at scale. 

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As Influencer continues to expand its global footprint, the MENA region, particularly Saudi Arabia and the UAE, has become a focal point for the company’s growth. Influencer has long maintained strong partnerships with key clients in the region, in verticals such as tourism, entertainment, travel, and hospitality. Having obtained business licenses over the years in Saudi Arabia and the United Arab Emirates, Influencer’s commitment to the region is underscored by its decision to establish an on-the-ground business headquartered in Saudi Arabia, with a strong presence in the UAE and other key MENA markets. Rabah’s appointment, as well as that of his growing team, perfectly supports Influencer’s commitment to offering clients in the region a best-in-class service. With an extensive background in digital media and leadership roles at prominent organisations such as TikTok, Dentsu and Group M, Rabah brings a wealth of experience in strategic planning, business development, as well as great regional expertise. His deep understanding of the MENA market, combined with a proven track record in managing and scaling operations, positions him perfectly to lead Influencer’s growth in the region. Rabah will be responsible for building an operation that aligns with the region's growth visions and plans, seamlessly integrating global expertise with regional knowledge to ensure that Influencer’s services are tailored to the unique needs of the MENA market.

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Speaking about his new role, Rabah stated, “I was particularly drawn to Influencer's firm belief in the potential of the MENA region, especially Saudi Arabia and the UAE. The Middle East, particularly the GCC, is poised to take a leading position on the global stage, following the success of hosting major events like Formula 1, Expo 2020 and the FIFA World Cup. The region is set for even more promising projects and events in the coming years and we, as a business, have a responsibility to represent the region's progression while maintaining cultural preservation. This will only happen through a close collaboration between a global team of experts and an on-ground team of culturally-versed talent, reflected in Influencer’s strategic decision to establish a robust local presence, which I am excited to build upon.”

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Influencer’s President, EMEA, Luke Barnes said: “Rabah joins Influencer at a crucial moment in our company’s journey. In just a few short years, we’ve established ourselves as a trusted partner to leading global brands in the MENA region. Rabah’s extensive experience in leading teams at top-tier global organisations will be invaluable as we embark on this next phase of accelerated growth and elevate our services to clients across MENA.”

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