Snap Inc. appointed Zadi Hobeika as its new Product Marketing Lead in MENA, focusing on performance advertising solutions. The new appointment comes in line with Snap’s continued investment in the region to scale its digital advertising solutions and ensure that brands effectively connect with its 75 million engaged, creative, and diverse users in the MENA.

Based in Dubai, Hobeika is an expert in the digital ecosystem, from both commercial and product perspectives. A tech enthusiast and entrepreneur, Hobeika is the founder of two successful startups – the last of which was an e-commerce venture. He most recently played an integral role in launching TikTok’s advertising business in MENA. He is rejoining Snap after being part of the initial team that launched Snap in the MENA market in 2017.

In his new role, Hobeika will be responsible for defining Snap’s advertising product strategy in the region. He will be focusing on performance-oriented brands, consulting with both brands and agencies teams on how they can drive significant business ROI, utilizing Snap’s full suite of video and augmented reality products. His responsibilities include building awareness and adoption of Snapchat’s performance advertising solutions.

Jake Thomas, UAE Market Head at Snap Inc., said in a statement: “We’re extremely excited to welcome Zadi back to our Snap MENA team. We know from experience that Zadi will add tremendous value to both our team and to our clients. We firmly believe that Zadi will help drive our efforts in positioning Snap’s strength in the performance ecosystem. We look forward to seeing the impact Zadi will have.”

Hobeika added: “I am thrilled to be re-joining Snap’s MENA team and excited to build out unique and impactful product strategies that help drive the company’s growth in the region. Snap offers brands the most effective way to engage with a large, growing, unique, and valuable Millennial and Gen Z audience and innovative technologies such as augmented reality that drive tangible business impact. I look forward to combining my expertise with all that Snap has to offer.”