With consumer expectations accelerating and attention diminishing, Eino brings his expertise to help marketers capture opportunity in every channel with mulit-dimensional creative.
Monks, S4 Capital’s global, 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 solidifies 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 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.
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.
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.
