UM has announced the appointment of Toseef Butt as Regional Director – Performance & Retail Media, effective immediately, as the network embarks on a new chapter to futureproof clients’ businesses through investment into expanding capabilities in advanced digital media products.

With more than 14 years of experience in EMEA and the Middle East, Butt will strengthen the agency’s digital leadership position at a time when the industry is going through enormous systemic changes in data, technology, and platforms. He will be focused on accelerating the agency’s performance and retail media capabilities to drive client business growth and futureproofing their investments.

Butt brings years of experience, leading teams across data, analytics, martech, and digital performance. He has helped several global brands launch their e-commerce activities across the Middle East over the last five years and will continue to push best practice initiatives for UM MENAT.

“Toseef is a fantastic fit to drive UM’s next phase of digital growth with his deep platform knowledge and experience in solving complex client challenges along with a personality that our teams and clients love,” said James Dutton, Regional Digital Director at UM MENAT, to whom Butt will report. 

Under his leadership, UM will focus on helping clients futureproof their business through the development and expansion of UM’s performance and retail media solutions that achieve outstanding ROAS. 

Butt will be based in Dubai.