Monks, S4 Capital’s digital-first operating brand, is strengthening its presence in Saudi Arabia and the Middle East and Africa region (MEA) by adding new leaders to its roster.
Wael Eino joins as VP of Social and Strategy Planning for MEA, along with Avinash Menon, who recently became VP of Clients of the Kingdom of Saudi Arabia.
Wael’s appointment comes to strenghten Monks’ promise to help brands thrive in today’s social-first, culture-led world by designing adaptive ecosystems that shift from rigid funnels to personalized touchpoints.
As consumer expectations continue to grow and attention spans shrink, hyper-personalization has become the new normal. Through their Real-Time Brand approach, Monks are focusing on building brands that connect every day, everywhere, and effectively by being multidimensional, meeting consumers where they are, and transforming cultural participation into lasting brand equity.
With a strong track record in navigating social media's evolving dynamics, Eino is well-positioned to drive innovation and impact in the region. His experience spans leadership roles, including Head of Digital and Social Media at Saudi Research and Media Group (SRMG), where he played a key role in shaping the region’s digital landscape.
Previously, he led AKQA’s social media business in Egypt and held various social and digital positions at Publicis in Egypt and the UAE.
Wael Eino shares: “I’m excited to join Monks in a regional role from our Riyadh headquarters, where I’ll bridge global expertise with regional cultural nuances to drive innovative, Arabic-first, social-first initiatives and AI-powered solutions. My focus is on allowing brands to act as Real-Time Brands, connecting with consumers at the speed of culture. I look forward to creating meaningful change, aligning with Saudi Vision 2030, and enabling brands to thrive in one of the fastest-growing digital economies.”
As VP Clients, Avinash Menon spearheads strategic partnerships and client relations with key private sector and government entities across the Kingdom.
With deep expertise in marketing data, brand strategy, social media, and digital marketing, he brings a wealth of experience across the Middle East and Asia. His nuanced understanding of the region’s fast-evolving market dynamics enables him to address marketers’ challenges around speed, scale, and spend. Menon’s appointment reinforces Monks’ commitment to empowering clients with its end-to-end services and AI-powered workflow suite, Monks.Flow, driving organizational efficiency and seamless integration across creative, media, and technology.
Speaking on his new role, Avinash Menon said: “Saudi Arabia is at the forefront of digital transformation and brand innovation, making this an exciting time to be part of Monks in the Kingdom. Vision 2030 is not only reshaping industries but also elevating how brands engage with consumers in a fast-evolving landscape. I look forward to working with our clients to develop high-impact, tech-driven strategies that align with Saudi Arabia’s ambitions and set new standards for brand engagement.”
Omar Abou-Ezzeddine, Regional Managing Director MEA at Monks, adds: "Our commitment to our MEA growth plan in 2024/2025, with a focus on key markets such as Saudi Arabia and the Kingdom’s vision, has proven to be highly successful. Saudi Arabia’s Vision 2030 is setting the standard for digital innovation, influencing how brands engage with audiences across the MEA region and beyond."
Monks is the global, purely digital, data-driven, unitary operating brand of S4Capital, the tech-led, new age/new era digital advertising, marketing and technology services company, established by Sir Martin Sorrell in May 2018.
As the company scales its presence in Saudi Arabia and the broader MEA region, its commitment remains clear: "empowering brands to navigate an ever-evolving digital landscape and create meaningful, culture-driven connections that drive lasting impact."
