New Delhi, India, June 2026 – Mars has appointed Ahmed Aly as MEA Media Ecosystem Director, strengthening its marketing and media leadership capabilities across the Middle East and Africa region. Based in Dubai, Aly will lead the development and optimization of Mars’ media ecosystem strategy, driving integrated media operations, agency partnerships, digital transformation, data-driven marketing initiatives, and omnichannel consumer engagement across one of the company’s most strategically important growth regions.
In his new role, Aly will be responsible for advancing Mars’ media effectiveness agenda, enhancing marketing capabilities, strengthening partner ecosystems, and leveraging emerging technologies and data-driven insights to deliver measurable business outcomes. His appointment comes as organizations increasingly invest in sophisticated media ecosystems that combine traditional, digital, influencer, commerce, and data platforms to create seamless consumer experiences.
Aly brings more than 15 years of experience in media strategy, agency management, digital transformation, media operations, and regional marketing leadership across multiple international markets.
Prior to joining Mars, he spent nine years with Henkel, where he most recently served as Media Operations & Agency Partnerships Lead for High Growth Regions, covering the Middle East, Africa, Central Asia & Caucasus (CAC), Australia, New Zealand, and Latin America. In this capacity, he led agency partnerships, media governance, operational excellence initiatives, and digital transformation programs across a diverse portfolio of international markets.
Earlier at Henkel, Aly served as Regional Media Manager for MEA, Australia, and New Zealand, overseeing media planning and buying strategies across approximately 15 markets for the company’s consumer brands portfolio, including laundry, home care, and beauty care businesses. During his tenure, he played a key role in media transformation initiatives, agency performance management, e-commerce enablement, data-driven marketing programs, and regional media optimization efforts.
Before moving in-house, Aly built significant expertise at OMD UAE, where he managed strategic media planning and client partnerships for major multinational brands. He led media planning and investment strategies for prominent consumer brands under the PepsiCo and Henkel portfolios, managing integrated campaigns across television, digital, radio, outdoor, print, influencer, and sponsorship channels.
During his time at OMD, Aly played a leading role in several high-profile regional marketing initiatives, including major entertainment partnerships such as The Voice, Arab Idol, X Factor, and Arab’s Got Talent, as well as large-scale football sponsorship programs involving major international competitions, including the UEFA Champions League, English Premier League, and La Liga. His work earned multiple industry recognitions, including OMD’s Extra Mile Award and Team of the Year Award for exceptional client performance and commitment.
Throughout his career, Aly has developed deep expertise in media ecosystem management, agency governance, strategic planning, media investment optimization, digital transformation, performance measurement, contract negotiations, marketing technology, and cross-market collaboration. His ability to bridge commercial objectives with media innovation has enabled organizations to maximize marketing effectiveness while driving operational efficiency.
At Mars, Aly’s appointment reflects the company’s continued focus on strengthening consumer engagement capabilities, accelerating digital marketing transformation, and building future-ready media ecosystems capable of supporting growth across diverse markets and consumer segments.
About Mars
Mars is one of the world’s largest privately held companies, employing more than 170,000 associates globally. Operating across confectionery, food, pet care, and veterinary services, Mars serves consumers in markets worldwide through a portfolio of iconic brands and businesses. Guided by its Five Principles—Quality, Responsibility, Mutuality, Efficiency, and Freedom—the company continues to invest in innovation, sustainability, digital transformation, and long-term growth while creating positive impact for people, pets, and the planet.
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