Digital Research Director
With over 12 years of industry experience, Mathieu began his career at Ipsos MENA, working on advertising solutions and insights for major brands. He then moved to the Media Research Department at Ipsos MediaCT, taking on business development for various media and advertising agencies and subsequently launching 2 key products (BrandPuls & Gemius). In 2012, Mathieu joined MediaEdge: CIA (MEC), where he handled research across the MENA region. In 2014, Mathieu made the move to Choueiri Group’s newly established Data Department and has since served to position the Group as a trusted research partner in the market. In his current capacity as “Digital Research Director”, he spearheads a broad range of projects encompassing research and insights for consumer, market and media oriented studies which enable brands to redefine their media and communication strategies. Amongst his most notable achievements, Mathieu has been able to define distinct consumer purchase journeys across a variety of key industry sectors and has contributed greatly towards the implementation (for the 1st time in the region) of addressable Research (Bridging traditional research into addressable digital data). Outside of his professional life, Mathieu has several ways to unwind from his demanding duties. You can find him rocking out on his bass guitar, smashing in the squash court or painting like Picasso (fine, Picasso-ish).