The Council

Our leadership team employs decades of broad industry experience and networks to create the most impactful results. A team spearheading the digital transformation in the Out-of-Home industry in the UAE and the region. Together we make a difference, united we go beyond.

In a culture that celebrates talent,

we grow and we conquer.

Khaled El Far

Group CFO

With more than 20 years of progressive experience in finance and operations management with global multi-billion-dollar organizations, Khaled has demonstrated impressive ability to streamline business operations that drive growth, improve efficiency and increase bottom-line profit. He is highly qualified in developing and implementing financial controls and processes, with a knack for productivity improvement and change management.

Philip Matta

CEO at Hypermedia

Philip accumulated more than 25 years of experience in advertising and OOH. Philip was the first to launch advertising at the point of purchase over 19 years ago. Today, he continues to develop unique Digital OOH smart solutions and impact the industry in this digital age. He was also one of the pioneers in introducing the largest digital signage network across 36 key malls in the UAE, Dubai Metro stations and establishing its “network” power within the DOOH sector.

Ayman Haydar

CEO at DXTA

Ayman stands as a key advocate in the dynamic realm of consumer measurable digital journeys. With over a decade of strategic leadership in advertising and technology, he molds the conversation on advanced advertising technology strategies in the region. Ayman's pivotal role in in industry evolution is evident through his founding board membership at the Interactive Advertising Board (IAB) GCC. He collaborates with industry professionals on regional regulations to solidify transparency and enhance trust between brands, agencies, and people in the ever-evolving industry landscape.

Ghada El-Kari

CMO

With more than 25 years in Marketing and Communication field, Ghada’s career spanned between advertising agency life to luxury global brands from the client’s side. Ghada joined the Group in 2018 where she has been leveraging her deep regional understanding of what brands are looking for from authentic brand engagement and brand elevation along with her many years of “must-have experiences” crafted for what could arguably be considered some of the world’s most discerning customers.

Gerard Rustom

CCO at Hypermedia

With more than 25 years of experience in strategic media and advertising, Gerard is a major added value for all stakeholders where he plays an integral part in the group’s growth. Gerard holds a BA degree in Marketing and started his career in the banking sector in Lebanon then moved to KSA for a major prominent media group and was reallocated to Dubai in 2004 until 2018 when he joined W Group organization to be in charge of maximizing revenues throughout his regional relations and connections, in addition to assess in strategic business development projects for the group.

Lara El Ghandour

VP of People & Culture

With a decade-long experience in tech startups and medium-sized business landscape, Lara specializes in building HR departments using cutting-edge technology for streamlined processes and an unmatched employee experience. Passionate about cultural transformation, Lara is dedicated to fostering an inclusive workplace that fuels creativity and personal growth. She believes in the pivotal role of individual growth as a company's primary investment, creating a welcoming and productive work environment where everyone can thrive.