Nay Riachy — CEO

I am a senior marketing leader specializing in building and transforming marketing organizations that drive business growth. My work sits at the intersection of brand strategy, performance marketing, and organizational design, with a focus on creating scalable marketing systems that support long-term growth. Currently, I serve as Group Marketing Director at Basatne Group, where I lead marketing strategy across a portfolio of technology and e-commerce companies including Cartlow, ORBT, TechBridge, Nformed, and Ardroid. In this role, I am restructuring the group’s marketing function, strengthening the integration between brand, performance marketing, and digital acquisition while building a scalable marketing infrastructure to support the group’s expansion. Throughout my career, I have repeatedly built marketing departments and capabilities from the ground up. At WPP (GroupM), I built the social media department within the newly formed GroupM Content MENA, serving the content and social media needs of Mindshare, EssenceMediacom, Wavemaker, and Keyade. This involved establishing operational structures, strategy frameworks, and team capabilities to support integrated digital campaigns across multiple clients and industries in the region. In parallel with my corporate leadership roles, I run an Executive Branding consultancy, advising C-suite leaders and senior executives on how to strategically position their personal brands to strengthen authority, influence, and visibility within their industries. My experience spans agency and client-side leadership across sectors including technology, e-commerce, finance, FMCG, tourism, and consumer brands, working with regional and international organizations across the Middle East. I believe modern marketing leadership requires integrating brand strategy, performance marketing, customer experience, and data-driven decision making into one unified growth engine. My focus is on building marketing organizations that combine strong strategy, operational excellence, and creative thinking to drive sustainable business growth.

Stackforce AI infers this person is a Marketing Leader specializing in E-commerce and Digital Marketing strategies.

Location: Dubai, United Arab Emirates

Experience: 12 yrs

Skills

Marketing Strategy
Organizational Design
Social Media Strategy
Integrated Marketing
Media Strategy
Campaign Management
Digital Marketing
Content Marketing
Marketing Communication

Career Highlights

Expert in building scalable marketing organizations.
Proven track record in digital marketing transformation.
Strong leadership in integrated marketing strategies.

Work Experience

Basatne

Group Marketing Director (11 mos)

WPP Media

Director - Social & Content (2 yrs 8 mos)

Media Planning Manager (2 yrs 3 mos)

Microbits

Digital Marketing Director (2 yrs 3 mos)

AM BANK

Marketing Communication Manager (3 yrs 11 mos)

Education

Bachelor's degree at Saint Joseph University of Beirut

Nay Riachy

CEO

Dubai, United Arab Emirates12 yrs experience

Highly Stable

Key Highlights

Expert in building scalable marketing organizations.
Proven track record in digital marketing transformation.
Strong leadership in integrated marketing strategies.

Stackforce AI infers this person is a Marketing Leader specializing in E-commerce and Digital Marketing strategies.

Contact

Skills

Core Skills

Marketing StrategyOrganizational DesignSocial Media StrategyIntegrated MarketingMedia StrategyCampaign ManagementDigital MarketingContent MarketingMarketing Communication

Other Skills

Marketing ManagementGroup ManagementPerformance MarketingGrowth MarketingCampaign OptimizationA/B TestingStrategic PlanningCampaign ExecutionWorkload PrioritizationAccount ManagementKey Performance IndicatorsData-driven MarketingE-Commerce ConsultingMarketing TransformationPnL Management

About

Experience

12 yrs

Total Experience

3 yrs 8 mos

Average Tenure

11 mos

Current Experience

Basatne

Group Marketing Director

Jun 2025 – Present · 11 mos · Dubai, United Arab Emirates · On-site

Leading marketing strategy and organizational transformation across Basatne Group’s portfolio of technology and e-commerce companies, including Cartlow, ORBT, TechBridge, Nformed, and Ardroid.
Responsible for driving the group’s marketing vision while aligning brand strategy, performance marketing, and digital growth across multiple businesses and product ecosystems.
Currently leading the restructuring of the group’s marketing department, transforming it into a more integrated and scalable function capable of supporting rapid business growth and regional expansion.
Key responsibilities include:
Developing and executing group-wide marketing strategies aligned with overall business growth objectives
Leading brand positioning, go-to-market strategies, and integrated marketing initiatives across multiple brands within the group
Building and structuring the performance marketing department from the ground up, establishing acquisition frameworks and growth systems
Overseeing digital marketing and customer acquisition strategies, including paid media, marketplace marketing, and performance-driven campaigns
Establishing marketing processes, reporting frameworks, and performance KPIs to improve marketing efficiency and decision-making
Strengthening the integration between brand marketing, content, PR, Partnerships and performance marketing to create a unified growth engine
Leading cross-functional collaboration between marketing, product, commercial, and leadership teams to align marketing strategy with business priorities
Supporting the growth and positioning of multiple brands operating across technology, digital services, and e-commerce sectors
Focused on building a scalable marketing infrastructure that enables Basatne Group to accelerate growth while strengthening brand positioning and digital acquisition capabilities.

Marketing ManagementGroup ManagementMarketing StrategyOrganizational Design

Wpp media

2 roles

Director - Social & Content

Promoted

Sep 2022 – May 2025 · 2 yrs 8 mos · On-site

Played a key role in building the social media department within the newly formed GroupM Content MENA, serving the social media and content needs of Mindshare, EssenceMediacom, Wavemaker, and Keyade.
Responsible for establishing strategy frameworks, operational processes, and team capabilities to support integrated digital campaigns across regional and international clients.
Key responsibilities included:
Building and structuring the social media capability within GroupM Content MENA
Developing social media strategy frameworks for clients across multiple industries
Leading integrated digital campaigns across platforms including Meta, YouTube, Twitter, TikTok, and LinkedIn
Aligning social media strategy with broader media, content, and brand objectives
Supporting campaign optimization through performance analysis and audience insights
Collaborating with media, content, and strategy teams to deliver integrated marketing solutions

Marketing StrategyGrowth MarketingSocial Media StrategyIntegrated Marketing

Media Planning Manager

May 2020 – Aug 2022 · 2 yrs 3 mos · On-site

Managed media strategy and campaign execution for major regional and international brands, ensuring alignment between media investment, brand objectives, and performance outcomes.
Key responsibilities
Developing integrated media strategies across digital and traditional channels
Managing campaign planning, execution, and optimization across multiple platforms
Collaborating with clients to align media investment with marketing and business goals
Analyzing performance data to improve campaign effectiveness and ROI

A/B TestingStrategic PlanningMedia StrategyCampaign Management

Microbits

Digital Marketing Director

Jan 2018 – Apr 2020 · 2 yrs 3 mos · Beirut, Lebanon

Led end-to-end digital marketing strategies, integrating paid media, organic social, content marketing, and influencer collaborations to drive brand growth and engagement.
Managed a team of digital strategists, content creators, and performance marketers, ensuring seamless execution of campaigns across multiple platforms.
Developed data-driven marketing campaigns, leveraging analytics and consumer insights to optimize performance and maximize ROI.
Led content and social directions, ensuring brand messaging is compelling, consistent, and aligned with audience behavior.
Conducted digital trend analysis and competitive benchmarking, keeping clients ahead of industry shifts and emerging opportunities.

Workload PrioritizationAccount ManagementDigital MarketingContent Marketing

Am bank

Marketing Communication Manager

Jan 2014 – Dec 2017 · 3 yrs 11 mos · Hamra · On-site

Developed and executed strategic marketing plans to enhance brand awareness, customer acquisition, and retention.
Led multi-channel marketing campaigns, integrating digital, social media, PR, and traditional advertising to drive engagement and conversions.
Managed budget allocation for marketing initiatives, ensuring cost-effective spending and high ROI.
Oversaw the creation of marketing materials, content, and promotional assets, ensuring brand consistency and regulatory compliance.
Collaborated with cross-functional teams, including product, sales, and customer service, to align marketing strategies with business goals.
Spearheaded customer engagement initiatives, loyalty programs, and partnerships to enhance customer experience.
Monitored campaign performance and KPIs, leveraging data-driven insights to optimize marketing efforts.
Managed relationships with external agencies, media partners, and vendors to execute high-impact marketing strategies.
Ensured compliance with banking regulations and industry best practices in all marketing communications and campaigns.

Key Performance IndicatorsData-driven MarketingMarketing CommunicationCampaign Management