George has served as Regional Head of Trading and Partnership at DMS since February 2019. He began his career 18 years ago in KSA with the Saudi Research & Media Group (SRMG) leading on their Television and Print media platforms. In 2005, he joined Choueiri Group’s MEMS, handling the TV and Radio portfolio, while developing brands’ partnerships with broadcasters. Transitioning to DMS (the digital arm of Choueiri Group), George today works across teams and divisions to ensure high quality engagements, communication and the delivery of contractual expectations on an operational leadership level. With a track record of delivering against challenging plans and targets, he continues to build strong external relationships within the industry and with clients, with whom he nurtures the highest levels of integrity and service excellence.

Get to know George:

What is the biggest challenge in the industry now?
Challenges have always existed, but what has changed is the lightning-fast pace at which they appear. It's important and necessary to keep up to date with the latest innovations in technology, read a lot and constantly keep learning to cope with rapid changes. Lack of transparency is also a major challenge in our industry along with the numerous threats to media platforms brought about by the need to drive engagement across multiple channels because of an increasing number of mediums and techniques that are available to connect with.

What are you most proud of in your career so far?
My greatest accomplishments would probably be my sales connections. When I started, I was at zero and have had to work very hard to nurture and sustain these relationships. After a lengthy tenure within the industry (TV, Radio & print), I moved to the digital arm within Choueiri Group, and had to integrate and adapt very swiftly by using my professional experience along with my professional connections. The fast pace of learning which the digital industry requires also led me tap into my previous knowhow and leverage it properly to satisfy my new role.

What led you to this career?
I started off my career in a different field but landed into this type of role with a previous employer, only to discover that I enjoyed it. Taking on a new set of responsibilities and succeeding along the way played a big role in discovering and sticking to my path.

What advice would you give to your teenage self?
Challenge yourself to grow and don't stay in your comfort zone.