UM has strengthened its leadership team in the region with the appointment of Susana Tsui Fitzpatrick as CEO of UM UAE, reporting to Joe Nicolas, CEO of UM MENAT.

Wednesday 3rd July 2024, Dubai, UAE: UM has appointed Susana Tsui Fitzpatrick as CEO, UM UAE, as part of the global network’s strategic initiative to enhance MENAT’s prominence as a growth region for international brands.

Susana is an award-winning leader and innovator in the global advertising and marketing industry, renowned for her strategic vision, expertise in driving growth and digital transformation, and commitment to fostering a positive corporate culture.

With an impressive track record of leadership within major agency networks, Susana has held key executive roles across Asia Pacific and the UK, including CEO of PHD Asia Pacific, CEO of Dentsu International China, and most recently, Chief Growth Officer at EssenceMediacom UK. Her extensive international experience equips her to inspire and lead, driving business success and growth while enhancing brand value for multinational clients and ensuring local nuance.

“We are thrilled to welcome Susana to our team. She brings a wealth of global experience in product, people, and partner management. I am excited about the remarkable achievements we can accomplish together for our clients and our agency,” said Joe Nicolas, CEO, UM MENAT.

Given the UAE’s pivotal role within UM’s regional strategy, Susana’s newly established role will focus on cultivating top-tier talent, driving business growth for UM clients, and leveraging innovative product development to further cement UM’s position as the market leader*.

“I am delighted to join UM at this pivotal moment to lead the UAE business. With our talented and dynamic team, we are poised to drive strategic growth for both our global and UAE clients. My vision is to infuse creativity and vibrancy back into media conversations that have long been dominated by tech and data. By reintroducing color into our work, we will highlight the diverse and innovative aspects of our industry, ” said Susana, CEO, UM UAE. “There is no better place to lead this transformation than in the UAE, renowned for its forward-thinking and dynamism,” she added.

In addition to her executive roles, Susana is the founder of Cambridge Coaching Studio, a bespoke practice dedicated to nurturing talent in advertising. Through personalized private coaching, she helps clients rethink their career trajectories, design comprehensive growth plans, and navigate industry challenges. Her approach fosters confidence and clarity, empowering individuals to achieve their full potential in the advertising industry.

* #1 media agency in the region for the 7th consecutive year as per the latest RECMA Middle East Report 2024.