Dubai, UAE – March 8, 2021 – UM has announced the appointment of Rasha Karim as Managing Director, UM Egypt, effective immediately, as the network embarks on a new chapter to Futureproof clients’ businesses through a bold transformative approach.

With more than 20 years of experience in APAC, USA and the Middle East, Rasha’s engagement will strengthen the agency’s leadership position at a pivotal moment in which UM has ranked #1 in the region by RECMA. With Egypt playing a pivotal role in the UM network, Rasha will be highly focused on accelerating the agency’s data and technology capabilities to drive clients’ business growth and futureproofing their media infrastructures.

Rasha joins UM with a strong track record in organic and new business growth, having worked with a vast portfolio of global clients such as P&G, Nestle, T-Mobile, Microsoft, and Jaguar Land Rover, as well as having led media for Vodafone Egypt. She has worked closely with clients in Seattle, USA on their digital marketing transformation journeys, building a vast amount of expertise in technology and data-driven solutions.

“Rasha is a great fit for UM Cairo, armed with a vast amount of experience, a wealth of industry knowledge and the energy to drive our momentum in Egypt as we look to embed our Futureproof position and offer our clients something truly differentiated”, said Joe Nicolas, CEO UM MENAT.  “With a vast diversity of international, regional and local long tenure experience, I am very confident that Rasha will be able to take UM Egypt to the higher grounds we are set on achieving for our clients, people and agency’s stature”, said Sahar Zoghby, CEO MCN Egypt.   

Under Rasha’s leadership UM will focus on helping clients futureproof (UM) their business, implementing processes that are supported by UM’s suite of integrated solutions. She will work closely with her team to build a diverse and high-performance culture to stay ahead of the curve.

Rasha will be based in Cairo, reporting to Joe Nicolas, CEO UM MENAT, and Sahar Zoghby, CEO MCN Egypt.