A New Chapter: Going Back to My Roots

Years ago, when I was working with the biggest e-commerce startup in the Middle East, I was tasked with researching the barriers to online shopping in KSA, Egypt, and the UAE. What started as a typical U&A study turned into one of the most insightful experiences of my career. I found myself deep in conversations with housewives, university students, and middle-income professionals—each offering a unique perspective on technology and trust in online shopping.

Enter Abu Rakan, a 55-year-old Saudi gentleman in one of our focus groups. As we explained how e-commerce and cash-on-delivery worked, his eyes widened, and he said, “Ahhh, it’s just like ordering a pizza!” That single statement was a revelation. It simplified e-commerce in a way that no data set ever could. That moment shaped the way I think about marketing and strategy—real impact comes from deeply understanding human behaviour.

Since then, my approach has always been guided by this principle: strategy is not about fancy words or abstract concepts; it’s about real human connections that drive action.

Sometimes, the best opportunities are right in front of you—you just must be ready to take them.

I’ve always been a generalist at heart. My journey in advertising began in Dubai in the late ‘90s, a time when the city was exploding with opportunity—real estate, shopping malls, finance, tourism. It was marketing heaven for a young ad man eager to make an impact. I managed diverse accounts and caught the new business bug—there was nothing quite like pitching for a big account, flexing creative muscles, and blowing clients’ minds.

But as digital marketing evolved, I realized that creativity alone wasn’t enough anymore. If it didn’t convert, it didn’t work. That realization hit me hardest when an e-commerce CEO I was consulting offered me a chance to join his company and experience performance marketing firsthand. Leaving the agency world wasn’t easy, but my gut told me to take the leap. Three years later, that company was sold in one of the biggest tech acquisitions in the region.

From there, I moved into new challenges—helping a shopping TV channel rebrand and build its e-commerce platform, leading a startup non-profit in London, and diving into AdTech and product marketing with GroupM. Each move taught me something new about business, technology, and human behaviour.

And now, it’s time to bring it all home.

Birdie & Partners represents everything I love about marketing—collaboration, creativity, and the kind of strategic thinking that turns good brands into great ones. But beyond that, it’s a reunion of sorts. I’m joining a team of people I’ve worked with before, people who challenge conventional thinking, who roll up their sleeves, and who believe in the power of insight-driven marketing.

It’s not just about being back in the region—it’s about being back where I thrive.

The Middle East, and the GCC in particular, is always transforming. Despite global uncertainties, there’s an undeniable energy here—an air of optimism that fuels ambition. The Saudi Arabia’s Vision 2030 is reshaping industries at an unprecedented pace and the UAE continues to redefine innovation.

For brands, this presents both an opportunity and a challenge. The rules of engagement are evolving rapidly, and businesses that fail to adapt risk being left behind. That’s where strategic leadership becomes critical.

True Cultural Insight – Success in the Middle East isn’t about translating global campaigns; it’s about understanding the region’s nuances, values, and aspirations.

Innovation & Digital Transformation – The rise of AI, data-driven marketing, and hyper-personalization means that strategy must blend creativity with technology.

Data-Driven Decision Making – Performance marketing has changed the game. Every brand needs a clear roadmap that aligns creativity with measurable results.

Brand Storytelling – Consumers no longer just buy products; they buy into stories. Brands that craft compelling, authentic narratives win loyalty.

At Birdie & Partners, strategy isn’t a department—it’s a mindset. It’s about helping brands navigate complexity, seize opportunities, and create long-term impact.

I see my role as a bridge—between creativity and performance, between brand-building and data, between global thinking and local execution. My approach will focus on:

Deep Market Understanding – Leveraging my experience in both Western and Arab markets to craft strategies that truly resonate with local audiences.

Innovation & Experimentation – Bringing fresh, tech-driven solutions to the table to help brands stay ahead of the curve.

Client-Centric Thinking – Every business challenge is unique, and strategy should never be one-size-fits-all.

Strong Cross-Disciplinary Collaboration – Strategy should be a force multiplier, working seamlessly with creative, media, and tech teams.

Most importantly, I want to help build an agency culture that thrives on curiosity, courage, and collaboration.

We’re not here to play it safe—we’re here to push boundaries and create work that matters.

So here we are, at the start of a new chapter. I couldn’t be more excited to be back in the region, working alongside a team that shares my passion for bold ideas, strategic thinking, and game-changing marketing.

Let’s Build Something Great Together 🚀

Ashraf Ali is a dynamic marketing leader with over 20 years of experience across advertising, AdTech, FMCG, e-commerce, and media. He began his career in client servicing before evolving into strategic leadership roles across both agency and brand-side environments. Since joining Birdie & Partners, Ashraf has focused on driving growth for clients through insight-led strategy, integrated marketing, and compelling brand storytelling. He brings a hands-on approach, deep regional expertise, and a proven ability to deliver results in complex, fast-paced markets.

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