Steering strategy, growth, and the AI-driven future of the group.
A seasoned leader with 15+ years of experience, Saeed drives Etica's success. His innovative mindset and strategic thinking have solidified Etica's position as a leading agency in the region.
He fosters a culture of excellence and innovation, leveraging emerging technologies to deliver cutting-edge solutions. His deep understanding of the GCC market and strong relationships have facilitated numerous successful partnerships.
Hanin brings over 18 years of strategic marketing expertise to the forefront of regional innovation. With a Master's degree in Strategic Marketing and two decades of UAE residency, she has shaped marketing strategies for some of the most prestigious organisations in the region.
Specialising in strategic planning, branding, and storytelling, she transforms complex business challenges into compelling narratives — and continues to pioneer AI-driven solutions that empower businesses across the GCC.
Growth, performance, and creator operations — backed by award-winning regional and global experience.
MD, Strategy & Growth — Etica Communications
An award-winning brand strategist and communications advisor with 20+ years across the Middle East and international markets. Paul leads commercial expansion, strategic partnerships, and integrated communications across the group.
Meta- and Google-certified performance marketer with deep E-commerce expertise. Junaid leads data-driven campaigns across the GCC — pairing Meta Ads, Google Ads, and full-funnel optimisation to turn ad spend into measurable growth.
Yaroub oversees Etica TikTok across the UAE and Turkey — leading creator management, content strategy, and large-scale live entertainment. His experience spans digital media, live streaming, talent development, and event production.
One team across creators, production, AI, and communications — intelligently connected to move at the speed of modern attention.
Tell us what you're building. We'll match you with the right people, formats, and platforms.