Dubai, 15 October 2025: Omnicom Media Group MENA has appointed Florian Pfeifer as Managing Director of Flywheel Commerce Network, the global leader in e-commerce intelligence and retail media technology. In his new capacity, he will also contribute to Flywheel’s international leadership team, shaping the operating model for the Global Retail Network in partnership with Amazon.

With more than 15 years of global retail and marketing experience, Pfeifer has held senior roles at Schwarz Group (LIDL), Iceland Foods, and most recently ALDI Sued, where he served as Global Group Director – Marketing, Retail Media, Customer Strategy & Digital. There, he drove major transformation initiatives across marketing, retail media, and e-commerce. His diverse expertise spans category management, procurement, e-commerce, customer service, loyalty programs, marketing operations, and retail media monetisation.

In this role, Pfeifer will lead the expansion and adoption of Flywheel services, including its Commerce Cloud, in the region and across OMG’s client portfolio. He will also strengthen the strategic consultancy for retailers, working closely with Flywheel’s global product, technology, and data teams to tailor innovations for local markets. Pfeifer reports to Elda Choucair, CEO of OMG in MENA.

“Florian’s deep client-side retail expertise, combined with our media and technology capabilities, makes Flywheel an even more powerful partner for brands and retailers in the region,” commented Elda Choucair, OMG MENA CEO. “His track record and perspective have already earned him a key role in the Global Retail Network alongside Amazon — bringing us closer than ever to the forefront of market innovation and tailored solutions.”

“Joining Flywheel is, by itself, hugely exciting, of course, but joining it in the Middle East, where growth is spectacular and ambitions are enormous, makes it particularly momentous,” added Florian Pfeifer, Flywheel MENA’s Managing Director. “Together with the impressive talent of the team, I am certain we will be able to respond to demands and expectations even more precisely and effectively.”

Pfeifer has now relocated to Dubai and started his new mission.