Florian Pfeifer to Head Flywheel MENA, Driving OMG’s E-commerce Expansion

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Omnicom Media Group (OMG) MENA has named Florian Pfeifer as Managing Director of Flywheel Commerce Network, the group’s global e-commerce and retail media intelligence platform.

Pfeifer joins with over 15 years of retail and marketing experience across Europe, having held senior positions at Schwarz Group (LIDL), Iceland Foods, and most recently ALDI Süd, where he led global marketing, retail media, customer strategy & digital.

His mandate in MENA is twofold: to expand Flywheel’s regional footprint and to help shape its global retail partnership model with Amazon.

As new regional head, Pfeifer will accelerate the adoption of Flywheel’s Commerce Cloud and its full suite of retail media and data solutions across OMG’s client network. He will also support retailers and marketplaces with tailored consultancy, integrating Flywheel’s global tech and data capabilities into local market realities.

“Florian’s deep client-side retail expertise, combined with our media and technology capabilities, makes Flywheel an even more powerful partner for brands and retailers in the region,”  said Elda Choucair, CEO of OMG MENA. “His track record and perspective have already earned him a key role in the Global Retail Network alongside Amazon — bringing us closer than ever to the forefront of market innovation and tailored solutions.”

Pfeifer described his move to Dubai as “hugely exciting,” noting that “the Middle East’s e-commerce scene is scaling at breathtaking speed, with ambitions that match its potential.” He added that the Flywheel team is “well-positioned to meet the region’s evolving demands with precision and agility.”

Now based in Dubai, Pfeifer has officially taken up his role and joins Flywheel’s international leadership team contributing to its Global Retail Network, developed in partnership with Amazon.

Flywheel, part of OMG’s global commerce offering, operates one of the most advanced cloud-based digital commerce platforms, providing brands with near real-time insights to optimize performance across hundreds of global marketplaces. Its AI-driven tools and retail media technology are redefining how brands measure, plan, and activate online retail strategies.

With Pfeifer at the helm, OMG is betting on more than growth — it’s placing Flywheel at the crossroads of retail, data, and digital intelligence in a region where e-commerce’s next chapter is already being written.