Rubicom appoints Roy Nasrallah as Group CEO and sharpens its positioning across MENA

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The appointment signals a step forward in Rubicom’s evolution, as it expands its role beyond communications into a broader independent strategy and creative partner aligned with the changing realities of brand growth.

Nasrallah brings over two decades of experience across multinational, regional, and local brands. Beginning his career with Nike, he went on to lead marketing, growth, and transformation across sectors including sports, FMCG, retail, and health and beauty, with experience spanning MENA, Southeast Asia, and North America. He brings a strong track record of translating consumer insight into culturally relevant innovation. His experience includes leading landmark initiatives such as the launch of the Nike Pro Hijab.

As part of the leadership structure, co-founders Elie Ghanime and Nizar Gerges will take on the roles of Chairman and Chief Growth Officer respectively, with Elie focusing on long-term strategic direction and governance, and Nizar leading growth, partnerships, and regional expansion.

Originally established with roots in Beirut and Dubai, Rubicom is entering a new phase shaped by a clearer market proposition and a more ambitious regional role. The move reflects a wider shift in the industry, where brands are increasingly seeking fewer, more accountable partners that can connect strategy, culture, and execution to tangible business outcomes.

Rubicom’s positioning is grounded in the belief that brands grow through a deeper understanding of the communities they serve and the culture they operate in.

The agency will continue to offer integrated capabilities across strategy, creative, content, digital, production, social, influencer, experiential, and digital growth. In parallel, it is strengthening three specialist areas it sees as critical to the region’s future: consumer insights and research, product innovation and R&D, and market expansion and regional growth.

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These areas reflect a broader view of the agency’s role extending beyond communication to helping brands understand people more deeply, build more effectively, and scale across markets.

Roy Nasrallah, Group CEO, said: “Many agencies in the region still focus primarily on communication. We see our role extending further into consumer understanding, product innovation, and growth across markets. Our ambition is to position Rubicom as the extended marketing partner for ambitious brands across MENA, connecting community and culture with strategy, creativity, and measurable business value.”

Alongside its commercial evolution, Rubicom is also expanding its commitment to youth and emerging talent through a CSR platform supporting university students, early-stage creatives, and future strategists across the region.

Further announcements are expected as part of Rubicom’s next phase, including increased leadership visibility, market presence, and continued expansion across MENA.