dentsu has named Zaid Barrishi as Business Director, Samsung, based in Riyadh, Saudi Arabia. In his new position, Barrishi will oversee the media and marketing business for Samsung Electronics KSA while leading strategic partnerships and integrated marketing initiatives for the brand.
Barrishi joins dentsu with close to 20 years of experience across digital marketing, media, and customer engagement in the Middle East region. Throughout his career, he has worked with leading organisations including Abbott, Nestlé, Daniel Wellington, Samsung Electronics, Publicis Media, Havas, Omnicom Media Group and Publicis Groupe across markets including Saudi Arabia, the UAE and Jordan.
Before joining dentsu, Barrishi served as Head of Digital EMEA, ARDx at Abbott, where he led digital innovation, ecosystem transformation and strategic marketing initiatives across EMEA markets. During his tenure, he introduced Closed Loop Marketing initiatives and managed major creative and digital campaigns.
Earlier, at Nestlé Nutrition MENA, he headed digital transformation efforts across multiple regional brands and ecosystems, contributing to growth in engagement, CRM performance, website traffic and first-party data capabilities.
His professional journey also includes driving direct-to-consumer and e-commerce growth at Daniel Wellington, leading Samsung Electronics’ first Middle East DMP rollout, and developing digital strategies for global brands such as Cartier, Tiffany & Co., Emirates, LG, KIA, AXA, Air France-KLM, Sony, HP, Hilton Hotels and Zain Jordan.
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