LPS Appoints Rania Nazmy as General Manager to Lead Regional Growth

LPS has appointed Rania Nazmy as its new General Manager, tasking her with leading the agency’s regional operations, strengthening its strategic offering and driving client expansion.

Nazmy joins LPS after a decade-long tenure at ENOC Group, where she served as Head of Retail Marketing and Communications. In the role, she oversaw brand strategy, communications and customer experience across a portfolio of brands, including ENOC, ZOOM, AutoPro, Tasjeel and ENOC Link.

Her professional experience spans both agency and client-side leadership. Before joining ENOC, she spent seven years at TBWA\Worldwide as Group Account Director. Her return to the agency business is driven by her experience as a marketer and her understanding of the strategic and commercial support brands expect from their agency partners.

“Marketers don’t need more content. They need a growth partner bold enough to tell them what it will really take to win market share, and with the expertise to get them there: community first, built on real audience insight and powered by AI. After ten years on the client side, that’s the partner I always wanted, and now I get to build it at LPS,” Nazmy said.

Agency Experience Across Major Regional Brands

During her earlier tenure at TBWA, Nazmy managed the Infiniti account across nine MENA markets. She successfully defended the business as the sole agency in a global pitch and secured the automotive marque’s first Middle East Effie award.

Her portfolio also included managing campaigns for Dubai Tourism across more than 15 markets, including the 20th Dubai Shopping Festival. She oversaw global communications for Etihad Airways across 70 countries and delivered three consecutive Formula One campaigns for Yas Marina Circuit.

Nazmy believes agencies continue to play a central role in creative innovation and authentic consumer engagement, although expectations from clients have changed. Having spent a decade issuing agency briefs, she identified the need for partners that combine commercial understanding, proactive strategic thinking and measurable returns on investment.

Driving Marketing and Business Growth at ENOC

At ENOC Group, Nazmy strengthened her commercial and marketing expertise through several initiatives. She led the development and market rollout of YES Rewards, described as the region’s first fuel loyalty platform. The programme exceeded its first-year targets by 45 per cent, alongside an increase in user sign-ups.

Under her leadership, retail brand equity increased by 75 per cent over five years, according to YouGov metrics. She also developed a new revenue stream by monetising the group’s digital forecourt displays and revitalised its flagship Dubai Shopping Festival promotion, which distributed more than AED 20 million in prizes across the UAE.

On the growing role of artificial intelligence, Nazmy believes that as automation increases the volume of content in the market, content production alone will no longer provide a competitive advantage. She sees human insight, original creativity and a genuine understanding of audiences as essential to building brand differentiation.

Focus on Talent, Culture and Strategic Partnerships

At LPS, Nazmy’s immediate priorities include developing talent and fostering a culture that encourages strong creative output. She aims to build an environment where teams have access to actionable audience intelligence and the capabilities needed to deliver work that contributes to business growth.

Aasim Shaik, Managing Director of LPS Brands, welcomed the appointment and highlighted the strategic value Nazmy brings to the agency.

He said: “With Rania joining the leadership at LPS, she brings strategic depth to our proposition and enhances our creative, production and programs delivery from great execution to work that builds the brand. I look forward to her shaping LPS as a more strategic partner for marketers.”

With experience across agency leadership and major brand-side marketing roles, Nazmy’s appointment is expected to strengthen LPS’s strategic capabilities and its role as a growth partner for marketers across the region.