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About Us

With strategic thinking and smart technology, careful curation, we help brands own the spotlight.
Because we believe sought after brands don’t happen by chance. They’re created.
We help brands be seen, appreciated and remembered by the right people.

Our team

BackLite Management
James Bicknell

James Bicknell

Chief Executive Officer

James has been with BackLite for over 20 years and has overseen the Company’s growth from its initial entry into the UAE to its present dominant position. As CEO, his insights help to guide the future growth of the Company.

James Harrison

James Harrison

Chief Operating Officer

James recently joined BackLite Media in April 2020 and has over 20 years of media experience. Having predominantly worked in the UK, he has been responsible for the launch of key digital assets across the country, including the world-famous Piccadilly Lights. Most recently as CRO at Ocean Outdoor he was responsible managing the process of modernising their revenue management platform to ensure compatibility with automation/programmatic trading strategies.

Dean Crossland

Dean Crossland

Chief Financial Officer

Dean joined BackLite as CFO in September 2020 following four successful years at OLX Group where he headed up finance for the AMEA region.
He has media agency experience from two years with Publicis Group in Dubai. Prior to arriving in Dubai in 2014 Dean worked within Corporate Advisory and Audit in the UK where he achieved his Chartered Accountant qualification from the ICAEW.

Ahmed Emam

Ahmed Emam

Chief Sales Officer
Sales
Ali Chab

Ali Chab

Head of Malls and Cinema
Ahmed Noureldin

Ahmed Noureldin

Senior Account Director
Zeyad Alsmran

Zeyad Alsmran

Senior Account Director
Sean Gadsby

Sean Gadsby

Head of Programmatic
Joe Chilita

Joe Chilita

Senior Account Director - Business Development
Walid Saif

Walid Saif

Senior Account Director
Prateek Bhatia

Prateek Bhatia

Account Director - Cinema
Alexandre Greiss

Alexandre Greiss

Account Director
Vanessa Ribeiro

Vanessa Ribeiro

Account Director
Nourhan Ashraf

Nourhan Ashraf

Account Director
Georgina Brett

Georgina Brett

Sales Co-ordinator / Office Manager
Finance
Ijaz Ahmad

Ijaz Ahmad

Financial Controller
Nazia Hussain

Nazia Hussain

Chief Accountant
Shafaqat Hussain

Shafaqat Hussain

Chief Accountant
Asif Kamal

Asif Kamal

Senior Accountant
Domonic Penheiro

Domonic Penheiro

Accountant
Hameed Sahul

Hameed Sahul

Account Assistant
Marketing
Karen Barboza

Karen Barboza

Senior Marketing Executive
Paula Carola

Paula Carola

Marketing Executive
Deaa Zararey

Deaa Zararey

Lead Creative
Cesar Sierra

Cesar Sierra

Graphic Designer
Operations
Suresh Ranga

Suresh Ranga

Operations Support
Muhammad Hashim Javed

Muhammad Hashim Javed

Operations Support - Abu Dhabi
Media Operations
Ashin John

Ashin John

Digital Operations Manager
Kris Santos

Kris Santos

Media Co-Ordinator
Anwar Sadik

Anwar Sadik

Media Co-Ordinator
Beth Francisco

Beth Francisco

Media Co-Ordinator
SpotLite
BackLite Media Partners with Place Exchange
BackLite Media
Marketing Team
Dubai, UAE, Sep 19, 2023: BackLite Media, one of the leading digital out-of-home (DOOH) advertising companies in the United Arab […]
Deaa Zararey
Lead Creative
It’s time to think outside the box, and 3D billboards allow advertisers to do just that. The 3D effect is […]
A demonstration of with Neurons Inc. neuromarketing research in action
BackLite Media
Marketing Team
BackLite has partnered with Neurons Inc., a neuromarketing research company specialising in using neuroscience and behavioural science to understand consumer […]
Maud Moawad - Seventh Decimal
BackLite Media
Marketing Team
What are some challenges that you’re working to overcome at the moment? Having been in the market since 2020, I […]
Tech Innovations in Out-of-Home Media by Ashin John
BackLite Media
Marketing Team
We recently spoke to Ashin John, our Digital Operations Manager, to learn more about impressive tech innovations in out-of-home media […]
BackLite Media
Marketing Team
In recent years, programmatic advertising has become more popular amongst brands, and it continues to grow. The digitisation of OOH […]
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