Singapore’s Yoose recruits regional head for EMEA

• Hyperlocal mobile ad network to tap into growing smartphone markets
• Hiring Firas Saeddadin solidifies commitment to further expand in region

SINGAPORE-headquartered global ‘hyperlocal’ mobile advertising network Yoose has announced the appointment of Firas Saeddadin (pic) as regional head for Europe, Middle East and Africa (EMEA).
 
The hire is a further step in Yoose’s strategic plan of full-scale expansion into the EMEA region, the company said in a statement.
 
Saeddadin is a seasoned mobile media veteran with more than 15 years of international expertise in both telecommunications and enterprise communications. Prior to joining Yoose, he was the service assurance domain lead for Alcatel-Lucent’s IP Platform Group.
 
During his tenure with Alcatel-Lucent, he drove the creation and growth of their interactive and mobile media offerings, including sales and operations oversight, over a mobile media subsidiary.
 
“We’ve seen a substantial growth in interest from potential clients within this region, so this is the perfect time for Firas [Saeddadin] to join the team,” said Yoose chief executive officer Christian Geissendoerfer.
 
“His experience, expertise and passion for sales, business growth and innovation emphasise our commitment to expand our services into EMEA,” he added.
 
Saeddadin will leverage his considerable industry experience and strategic focus to expand Yoose’s EMEA footprint, and enhance its market presence through partnerships with brands, agencies, media companies and hiring talents in the region.
 
“EMEA consistently sees a significant number of marketing campaigns conducted via the digital mobile channel throughout the region, and this provides a highly lucrative opportunity to tap into this emerging market,” said Saeddadin.
 
This presence in EMEA will enable Yoose to tap into a market where smartphone penetration is massively growing.
 
In the Middle East and Africa, the number of smartphone users increased from 1.5% to 21.3% in the last five years, Yoose said, citing an Emarketer report.
 
Furthermore, research in Saudi Arabia and the UAE reveals around 95% of smartphone users are aware of mobile phone ads, it added.
 
Saeddadin’s appointment was announced after recent new campaign wins in EMEA via Yoose’s partnerships with Iconiction (UAE) and About Media (Austria).
 
This expansion marks a greater reach for marketers to run hyperlocal mobile display ad campaigns around the region. As the head of region, Saeddadin will be based in Vienna, Austria, to work with Yoose, providing innovation and resources to the global hyperlocal mobile ad network within Europe, Middle East and Africa.
 
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