Mohamed Mordi

I’m a MENA-based digital acquisition and retail media leader with over a decade of experience in digital advertising across publisher, agency, and client-side. Currently, I lead regional acquisition strategy at Arla Foods, connecting paid, owned, and retail media ecosystems, partnering closely with brand, e-commerce, and commercial teams. My work sits at the intersection of data, technology, and consumer behavior, building acquisition engines that translate media investment into measurable business impact. I’ve led multi-market strategies, developed owned-platform engagement frameworks, and managed cross-functional teams across analytics, search, media, and website operations. Having grown my career across both agency and client-side environments, I bring a pragmatic, execution-informed leadership style with a strong focus on ROI, scalability, and sustainable growth. I’m particularly interested in how retail media, first-party data, and AI are reshaping the future of commerce in MENA.

Retail media in MENA is growing fast, but until recently, it has largely been optimized around reach and impressions — not real business outcomes. This project set out to change that. The collaboration between Arla Foods, Majid Al Futtaim, and LiveRamp created a privacy-safe data framework that connected brand first-party data with real retail transaction data, without exposing or sharing raw data. Using LiveRamp’s clean-room technology, anonymized identifiers were securely matched, allowing shopper-based audiences to be created and activated across digital media. What made this different was not just activation, but measurement. For the first time, media exposure could be linked back to actual in-store and online retail outcomes within MAF’s ecosystem, enabling closed-loop measurement and a clearer view of incrementality. This case matters because it shows that first-party data collaboration isn’t a future ambition — it’s already possible, scalable, and commercially meaningful today.