VICE Arabia has bolstered its strategic leadership team by appointing Roberta Monteiro as Associate Strategy Director in the UAE.
With more than a decade of experience, Monteiro is primed to enhance VICE Arabia’s strategic offerings and drive innovation.
The seasoned strategist brings a wealth of creative expertise having worked with leading global brands such as Nestlé and L’Oréal.
She is also sure to provide a firm grasp on corporate brand strategy having worked at MBLM with prominent regional clients such as Dubai World Trade Centre (DWTC) and Rawabi Holding.
Monteiro will report to Rafael Lavor, Head of Strategy at VIRTUE Worldwide, the creative agency born from VICE Media Group. Her key client will be the Sharjah Government Media Bureau, where she will play a critical role in creating breakthrough work that pushes the envelope.
Rafael Lavor said: “As industries continue to pivot toward digital-first approaches, Roberta’s experience and deep expertise in the strategic field is exactly what’s needed to continue keeping our work ahead of the curve.”
Roberta Monteiro added: “I was drawn to VICE Arabia for its boldness in challenging the norms and its ability to capture the pulse of culture, especially in regions undergoing pivotal change, such as the Middle East. Growing up in Brazil, Vice’s groundbreaking content was my inspiration throughout university. I’m excited to join a team committed to authenticity in everything it creates.”
