Leadership Team

Tony Bourached is the CEO of Ritelo, ArabyAds’ retail marketing and media solutions arm. As a digital native, Tony has spent much of his career of over 16 years supporting brands through digital transformations, especially across media and communications.

In his last role as the CEO of Mindshare MENA, he spearheaded the organization’s presence across eleven GCC, the Levant, and North African countries. Tony has a strong understanding of today’s marketers’ needs, an in-depth knowledge of MENA’s broad geographies, and has led extensive teams of marketing professionals with impeccable integrity and passion. He was featured in the ‘Campaign’s MENA Power List 2021.’

At ArabyAds, Tony is responsible for strengthening the company’s retail marketing platform, Ritelo, enabling leading brands and retailers in the MENA region to scale their business effectively.

Tony started his marketing and comms career at a significant betting and gaming company in the UK. His move to the region came in 2007 when he moved to Saudi Arabia, where he established the first digital department within a media agency in the country.

When not in the office, you may find Tony cooking his infamous pumpkin & leek lasagna at home.

Partha Kataky is the head of product at Ritelo. Partha has spent most of his professional journey of over a decade in the AdTech space, building marketing solutions at the intersection of consumer identity and data.

Before joining Ritelo, Partha led multiple platform and innovation projects at Affle. In his previous roles, he has worked with leading AdTech companies like Criteo, RevX, and Komli Media. At Ritelo, Partha is responsible for delivering the product strategy and new
product innovations to diversify and transform the platform’s offerings.

Naveen Prasaath brings with him over a decade of experience in managing digital businesses of enterprises and SMB accounts across the MENA region. With a deep understanding of the market, Naveen specializes in building growth across the e-commerce vertical. Naveen has worked with some of the top and leading digital marketing companies in the Middle East and Sri Lanka.

His expertise cuts across leading projects for onboarding monetization partners and growing topline for advertisers. With strong hands in digital strategy, digital analytics, app and web analytics, now at Ritelo, Naveen is working to improve users’ product experience by implementing advanced analytics, big data and new features implementations on the platform. Naveen holds an MBA in Business Administration and Management, General from the University of the West of England.

Mahmoud Fathy is the chief executive officer and co-founder of ArabyAds. He is a physics graduate who happens to be more passionate about revolutionizing digital marketing for the Arab world.

Mahmoud founded ArabyAds in 2013 to empower the growth of e-commerce in the MENA region. He pioneered the concept of performance advertising in the region and has been a great advocate of the power of data and technology for the advertising industry.

Under his leadership, ArabyAds became the largest advertising and marketing intelligence platform in MENA in a short period. Moreover, his vision of prioritizing the client’s success and empowering advertisers with data, transparency, and precision to reach the right audience has paid rich dividends.

Mahmoud has been the driving force behind various acquisitions and successful partnerships that have significantly added to the company’s technological capabilities making it the platform of choice for the industry in the region. His unrelenting commitment to providing simplified solutions and solving the clients’ real problems through meaningful technological interventions has put ArabyAds at the forefront of the digital advertising and marketing industry in the region.

Mohammad Khartabil is the chief business development officer and co-founder at ArabyAds. With more than 15 years of experience in business development across digital marketing and advertising companies in the Middle East, Mohammad has worked tirelessly to improve awareness about the performance marketing industry in MENA.

In his current role, Mohammad has been instrumental in building and growing ArabyAds, making it a leading e-commerce marketing platform in the region. A firm believer in creating sustainable business and providing a competitive advantage, his working approach has resulted in exponential growth. Under his mentorship, the team has forged significant and long-term partnerships with advertisers and publishers. In addition, Mohammad has been responsible for creating the go-to-market strategies integral to the expansion of ArabyAds. His key responsibilities include business development, sales, product management, operations, and P&L.

Mohammad is also the co-founder of Arab Affiliate Summit, the first performance marketing annual event in the MENA region. Before joining ArabyAds, he worked at various leadership positions in TailWind EMEA, RewardCraze, and Ikoo, where he built many new properties, focusing entirely on the Middle East market. Mohammad holds a degree in Computer Science from the American University of Sharjah.

Bachir Siam is the chief financial officer at ArabyAds. He is a corporate executive with strong financial expertise and has a successful track record building organizations, improving profitability, and providing frameworks that enhance managerial accountability to support growth and strengthen financial discipline.

Bachir has held various leadership positions with leading global organizations like GroupM, Mindshare, PepsiCo, Motorola Mobility, EY, and Deloitte across the EMEA region in his more than a two-decade-long professional journey.

In his current role at ArabyAds, Bachir focuses on delivering commercial benefits across MENA, managing risks and compliance priorities, working through cost control initiatives and revenue growth opportunities, expanding into new markets, and assessing acquisition targets and potential synergies. His vision for ArabyAds is to create a robust and sustainable finance organization whose foundation is built on three fundamental pillars, talent, system, and process, that fuel the company’s growth.

Bachir holds a master’s degree in Finance and holds the CPA, CISA, Diploma in IFRS, CTP, and ICVS certifications. He has also completed an on-campus executive education program in corporate restructuring, mergers, and acquisition from the prestigious Harvard Business School.

Bachir likes to read, jog, scuba dive, and go skiing in his free time. He also gives personal finance advice to help create a financially independent community.

Madhu is a veteran leader with over 21 years of industry experience across the AdTech and MarTech world. His deep expertise includes scaling businesses and teams across Digital Marketing, CRM and Loyalty solutions. Madhu has successfully led essential engagements for clientele across North America, Europe, and APAC markets. A strong believer in building great teams, he is passionate about coaching and mentoring talent. His last stint was with Publicis Groupe, where he built and led teams for Epsilon and CJ businesses in APAC and India for over 7 years.

Madhukar graduated in Electronics and achieved an honors diploma in Space Science and an MBA degree in Marketing & HR. An avid traveler, he loves exploring different countries and enjoys adventurous road trips.

As an experienced digital growth catalyst with over 18 years of thought leadership in innovation and GTM strategy in the advertising technology and digital media sectors, Imad has a proven track record of driving business expansion and revenue growth through impactful digital strategies and products in the MENA region.

He is a trusted C-Level & board advisor with expertise in leading and coaching multicultural teams and building collaborative cross-functional partnerships. With his highly analytical approach, he excels in creating standards for optimized workflow and strategic business planning and execution.

If you are looking for a results-driven professional who can help your organization thrive in the digital age, Imad is always keen to connect.

Tony has over 16 years of experience in communications and marketing. In addition to his success as a leader in his prior role as a regional digital director, he has a strong understanding of the needs of today’s marketers and in-depth knowledge of the broad geographies within MENA.

As a digital native, Tony has spent much of his career supporting brands through their overall digital transformation, especially across media and communications & increasingly through data solutions. Tony’s background has a creative skew. Following his education in architecture and theatre design, he changed course and started his marketing and communications career at a leading betting and gaming company in the UK.

His move to the region came in 2007 when he shifted to Saudi Arabia where he was tasked with establishing the first digital department within a media agency in the country. Tony has gained extensive knowledge of the challenges and opportunities that each country presents and has led extensive teams of marketing professionals with impeccable integrity and passion.

When not in the office, you will possibly find him cooking his infamous pumpkin & leek lasagna at home.

Ayman Haydar is a visionary leader who doesn’t just adapt to change, he drives it. With 20 years of experience in AdTech, backed by a Computer Science degree and a Master’s in Digital & Social Marketing, Ayman has mastered the art of merging technology with strategy.

As a founding board member of IAB GCC, he has played a pivotal role in shaping industry standards and fostering trust across the digital ecosystem. His deep expertise in programmatic advertising, digital transformation, and commercial strategy has fueled business growth across global markets.

Ayman thrives on building strong partnerships, elevating brands, and continuously pushing the boundaries of what’s possible in digital advertising.

Will be sending another update once I have the details from the team.

Joost Hagesteijn brings extensive experience in Media and Tech, having played a pivotal role in establishing Snapchat across Europe during his tenure at Snap Inc. Prior to that, he held leadership positions at AOL and Yahoo!, where he spearheaded successful growth strategies and market expansion.

With a degree in Marketing & Business Management from Markus Verbeek University, Joost combines a strong academic foundation with a proven track record of driving growth and scaling businesses globally. His deep understanding of both local markets and international dynamics positions him to lead the business into its next era of innovation and success.