Meet the team that is transforming advertising landscape in the MENA region.
Ritelo Leadership Committed To Create Value
Head of Product, Ritelo
Account Head, Ritelo
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.
ArabyAds Leadership Building Vision For The Decade Ahead
Co-founder & CEO, indaHash
Co-founder & CTO, indaHash
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.
With a career spanning over 2 decades, Gulrez Alam is one of the stalwarts of the digital industry. Gulrez became an entrepreneur with Resultrix and expanded it to become a leading digital marketing agency across USA, Singapore, UAE, and India. The company was later acquired by the Publicis Group – the acquisition being marked as one of the most successful exits in the agency world. Hereon, Gulrez led Zenith Optimedia’s foray across 14 markets in the APAC region.
From the USA to APAC to the MENA region, Gulrez has used his vision for the digital industry and its potential, to make ambitious investment decisions and drive many projects to success. His exposure across cultures and geographies has rendered him an open minded but strategic thinker. His association with Affle Holdings saw the company go public on the Indian Stock Exchange as he contributed through various acquisitions and organic expansion.
In his current role at ArabyAds, Gulrez is yet again the driving force behind the company’s strategic & investment decisions and their flourishing global expansion.
In his precious free time, Gulrez can be found pumping iron at the gym or pumping adrenaline through whizzing wheels or deep dives!
Tarek Nachnouchi is the chief product officer at ArabyAds. With a career spanning almost two decades, Tarek has witnessed the evolution and the rapidly changing dynamics of the digital marketing and AdTech space from a very close quarter. His successful professional stints with various digital organizations in the top leadership role make Tarek one of the best minds in the digital marketing industry in the MENA region.
Moreover, his varied and rich experience working across different markets like Tunis, Paris, London, Milan, and Dubai brings in an extra dimension to create products that efficiently solve consumers’ problems. Tarek had worked with several international companies like Maktoob (Search Director), IKOO (COO), Jumia Tunisia (CEO), Nextedia, Yahoo, Access, and Medianet.
At ArabyAds, Tarek handles the product strategy and deployment across the different entities of the group, including Performance AdTech, Influencer AdTech, programmatic buying, and e-commerce. He successfully builds top-notch products by simplifying the processes that increase usability and enhance user experience. In addition, he continuously strives to introduce new features in the products in line with the global trends to provide an opportunity for our clients to experience truly world-class service.
Graduated with a Masters in marketing & management, Tarek is also a serial entrepreneur who has created multiple startups during his professional journey. He focuses on product innovation and management to seamlessly combine business and technology knowledge.
Tarek speaks Arabic, English, French, Spanish and Italian.
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.
Mohamed Mohey is Chief Human Resources Officer at ArabyAds. He is a Alsun Ain Shams University graduate with a Human Resources Management diploma from American University in Cairo. He has 23+ years of experience across all HR functions.
Mohamed is skilled in culture shaping with a proven track record in organisations & leadership transformation, performance management, engagement and people assessment and strategic business planning and organisational development.
Mohamed is experienced in various leadership roles across multiple industries. Throughout his experience, he covered extensive geographies in the Middle East, Turkey and North Africa.
Barbara Soltysinka is the co-founder and chief executive officer of indaHash. Barbara started her professional journey with a PR agency before founding LifeTube, an MCN and talent agency, in 2013, which has over 217 million subscribers today.
In 2016 she exited LifeTube to start indaHash, one of the biggest influencer marketing platforms globally, along with Wlas Chorowiec, co-founder and chief technology officer.
Barbara has been honored with various awards, including the EY Entrepreneur of the Year Award, Man of the Year by IAB, and recognized as one of the 100 Most Influential People in Influencer Marketing.
She loves animals and is interested in biohacking. In her free time, she meditates and explores human consciousness.
Barbara has graduated in Media Marketing from the University of Warsaw and PR & advertising from the Warsaw School of Advertising.
Wlas Chorowiec is the co-founder and chief technology officer of indaHash. Wlas has been actively working in the digital space since 2004 and is an expert in IT project management, content marketing, and digital advertising.
Wlas co-founded indaHash in 2016 alongside Barbara Soltysinka, co-founder and the chief executive officer of the leading global influencer marketing platform. At indaHash, he is responsible for product expansion and growth.
Before founding indaHash, Wlas was the co-owner of LifeTube. He describes himself as a blockchain and NFTs enthusiast.
Safdar Hussain is the chief data officer at ArabyAds. Safdar has over 20 years of global experience in data science, working across telecommunications, consumer electronics, consultancy, and financial & banking sectors.
A highly skilled professional in people management, business analytics, process management, and predictive analytics, Safdar’s previous roles include leading data science, operational excellence, artificial intelligence, and digital transformations for his past organizations.
In addition, his exceptional skills in managing megaprojects of over $1 billion make him one of the most sought data scientists among the top corporations. At ArabyAds, Safdar is responsible for strengthening the data stack of the company, making it the backbone of our various technology platforms, to make advertising more meaningful and value-driven for consumers and our partners.
Safdar holds a Master of Technology degree in Data Science from the prestigious Indian Institute of Technology, Hyderabad. He also boasts of a Master of Science degree from the coveted Said Business School, University of Oxford.
Besides being a passionate data scientist, Safdar is also an author of the book “Mind The Gap.”