Calibrate Commerce Appoints Ahmed Romoh as General Manager

Calibrate Commerce, the growth marketing studio for early-stage startups and emerging brands under the FAST group, has appointed Ahmed Romoh as General Manager. Romoh brings more than 15 years of experience in digital growth across the GCC. In his new role, his focus will include driving incremental growth through emerging channels such as TikTok Shop, live commerce and AI search, where younger consumers are increasingly discovering and purchasing products. Focus on Emerging Commerce Channels Calibrate Commerce helps brands launch on TikTok Shop across the US, UK, Europe and Southeast Asia, while also preparing regional brands for entry into these channels. Romoh’s mandate will include building the studio’s capabilities in agent-driven marketing, as consumer discovery increasingly expands beyond traditional search engines and search bars. The studio combines paid media, creative and measurement capabilities, supporting founders from initial launch through repeat revenue while keeping acquisition costs aligned with the needs of early-stage…

Calibrate Commerce, the growth marketing studio for early-stage startups and emerging brands under the FAST group, has appointed Ahmed Romoh as General Manager.

Romoh brings more than 15 years of experience in digital growth across the GCC. In his new role, his focus will include driving incremental growth through emerging channels such as TikTok Shop, live commerce and AI search, where younger consumers are increasingly discovering and purchasing products.

Focus on Emerging Commerce Channels

Calibrate Commerce helps brands launch on TikTok Shop across the US, UK, Europe and Southeast Asia, while also preparing regional brands for entry into these channels.

Romoh’s mandate will include building the studio’s capabilities in agent-driven marketing, as consumer discovery increasingly expands beyond traditional search engines and search bars.

The studio combines paid media, creative and measurement capabilities, supporting founders from initial launch through repeat revenue while keeping acquisition costs aligned with the needs of early-stage businesses. The team currently has more than 20 members in Dubai.

Building Growth Beyond Traditional Platforms

Commenting on his appointment, Ahmed Romoh, General Manager, Calibrate Commerce, said, “The big platforms still carry the volume and we utilise them. The incremental growth is in the newer channels, and it goes to the brands that got there first. For a founder with a short runway, being early is worth more than being big.”

Waseem Afzal, Founder, FAST, said the growing number of founders setting up in the region is creating demand for specialised growth partners.

“More founders are setting up here every year, because of the government support and the infrastructure behind them,” Afzal said. “Once they have raised and are starting to scale, they need a different kind of partner to the one a large advertiser needs. Ahmed knows what moves a business rather than a dashboard, and Calibrate Commerce is built for them.”

With Romoh leading the studio, Calibrate Commerce aims to strengthen its focus on emerging commerce channels and help startups and emerging brands navigate the changing digital discovery and growth landscape.