Aref Yehia is the Head of Retail and Ecommerce at TikTok in the MENA region.
Leading a team across omnichannel retail and pure play e-commerce verticals, Aref is in charge of building and growing the TikTok business in the MENA region.
A digital savvy and accomplished business leader, Aref brings over 15 years of multinational experience across Consumer Packaged Goods, having been part of Procter and Gamble (P&G) for 13 years, holding different brand building roles for the IMEA region and across Retail, from his journey as the Head of Marketing for Mall of the Emirates, at Majid Al Futtaim (MAF Properties).
Aref has extensive experience leading cross-functional teams across geographies and building iconic brands across developing markets. He specializes in digital marketing and is equipped with a proven track record in brand and asset development, stakeholder management across complex organisation structures, digital marketing, strategic planning, digital media planning, business insights, data analytics and people management.
Aref holds an Executive MBA (TRIUM) from the London School of Economics, New York University and HEC Paris, as well as an Executive Education in Digital Marketing from Harvard Business School and a Bachelor of Business Administration from the American University of Beirut.