UM has appointed Maria Poulton as Managing Director at UM UAE, as the global network embarks on a new journey to futureproof clients’ businesses. With a renewed approach to talent and an operating model that flips the legacy model on its head, UM looks through a future-facing lens on some of the cultural and ethical issues impacting the media and advertising industry today, bringing it to the forefront to be ready for what’s next.

With more than 17 years of experience across APAC, UK, Europe, Japan, and South America, Maria’s people-first and client-centric ambitions will help to solidify the agency’s lead position, ranking #1 in the region for the fourth consecutive year and #2 globally across 47 countries according to RECMA.

Poulton has a strong track record leading across large agency networks, building key international clients within a wealth of industries including Booking.com, Kellogg’s, Kimberly Clark, Dominos, Allianz, American Express, HSBC, Reckitt, and Tourism NZ, to mention a few.

“Maria comes at a time when we are all highly invested in our Futureproof agenda across the UAE. Her exceptional leadership skills,  in-depth experience in data & tech, mixed with her international experience, will be pivotal in advancing this agenda and transforming our clients' businesses. We are thrilled to have her on board,” said Joe Nicolas, CEO of UM MENAT.  

With the UAE playing a critical role in the UM network operations, Poulton’s efforts will be mostly focused on accelerating the agency’s data, MarTech, and technology-centric capabilities, to drive client growth and set the agency up for change by helping clients futureproof their business, implementing innovative processes that are supported by UM’s suite of integrated solutions.

“I am excited to take on the new role at UM,” said Poulton. “Digital transformation, data, and e-commerce capabilities are at the forefront of our clients’ business priorities, and I believe UM is uniquely placed in the region to demonstrate how media can harness data to accelerate growth, connect with audiences, and shape society today.”

She also brings the agenda of wellbeing and mindfulness as a core component of building the business for employees, through a positive and conducive working environment that supports and encourages growth with upskilling and forward-thinking to stay ahead of digital change.