YOOSE, the global hyperlocal mobile ad network, is pleased to announce the appointment of Mr. Firas Saeddadin as Regional Head for Europe, Middle East and Africa (EMEA). The hire is a further step in YOOSE’s strategic plan of full-scale expansion into the EMEA region.
Firas is a seasoned mobile media veteran with more than 15 years of international expertise in both telecommunications and enterprise communications. Prior to joining YOOSE, Firas was the Service Assurance Domain Lead for Alcatel-Lucent’s IP Platform Group. During his tenure with Alcatel-Lucent, Firas drove the creation and growth of their interactive & mobile media offerings including sales and operations oversight over a mobile media subsidiary.
“We’ve seen a substantial growth in interest from potential clients within this region, so this is the perfect time for Firas to join the team. His experience, expertise and passion for sales, business growth and innovation emphasize our commitment to expand our services into EMEA,” says Christian Geissendoerfer, CEO of YOOSE.
Firas will leverage his considerable industry experience and strategic focus to expand YOOSE’s EMEA footprint, and enhance its market presence through partnerships with brands, agencies, media companies and hiring talents in the region.
“EMEA consistently sees a significant number of marketing campaigns conducted via the digital mobile channel throughout the region, and this provides a highly lucrative opportunity to tap into this emerging market,” says Firas.
This presence in EMEA will enable YOOSE to tap into a market where smartphone penetration is massively growing. In 2017, Europe is projected to dominate global smartphone penetration while in MEA (the Middle East and Africa), the number of smartphone users increased from 1.5% to 21.3% in the last five years . Furthermore, research in Saudi Arabia and the UAE reveals around 95% of smartphone users are aware of mobile phone ads .
The appointment is announced after recent new campaign wins in EMEA via its partnerships with ICONICTION (UAE, Dubai) and About Media (Austria). This expansion marks a greater reach for marketers to run hyperlocal mobile display ad campaigns around the region. As the head of region, Firas will be based in Vienna, Austria, to work with YOOSE, providing innovation and resources to the global hyperlocal mobile ad network within Europe, Middle East and Africa.view more - Creative