OMD has introduced several changes to its structure, says the agency. After announcing the new role of strategic marketing investors (SMIs) to reshape the traditional ‘planning’ and ‘buying’ divisions and encourage a deeper level of 

accountability, the company has reorganised its various disciplines and appointed a new senior management team.

The new management includes four new general managers (GMs), allowing the current business unit directors (BUDs) to operate at a higher and more strategic level. Each GM is tasked with the supervision and development of specialised centres of excellence (COEs), such as performance and programmatic, content and experiences, HR and marketing, and e-commerce, while continuing to manage the existing client portfolio.

Waseem Afzal, previously executive director of integrated solutions, is taking on the role of GM of OMD-Transact, OMD’s e-commerce arm.

Saleh Ghazal’s new GM remit will see him become responsible for programmatic and performance. He will now focus on measurability and new strategic initiatives, a natural fit for his digital expertise while continuing to manage a vast range of clients.

Karan Kukreja will now also oversee HR and marketing in a GM capacity. Kukreja will focus on nurturing OMD’s company culture, allowing the best talent to thrive through a programme of employee engagement activities, as well as working alongside the marketing team to create new experiences.

The new structure has also seen Elie Bachaalani expanding his role as the company’s regional executive director of investments for both the UAE and the Lower Gulf, while Antonio Chedrawy is promoted to CFO of OMD MENA.

Strategy and analytics remain a core area of focus within the company, allowing Farah Moumneh to extend her current remit and better use her expertise in this field, while Maya Bou Ajram will drive the business development function, over and above her existing luxury portfolio.

The leadership team will be led by Zeeshan Merchant, who is making a lateral move into HR as senior manager, building on his growing passion for the discipline.

Merchant brings his decade of experience at OMD and wealth of knowledge to ensure the agency’s  position as a Great Place to Work remains a priority.