About
Mustapha Abdul-Wahab
Mustapha A.-Wahab is an ad technology specialist with extensive industry experience and expertise in online advertising, digital marketing, social media, mobile ads, and business development. He is an avid and creative problem solver who successfully leverages his technical knowledge and his strategic, outside-the-box thinking to deliver tailor-made solutions for a variety of clients. His specialty is the tracking of online and mobile marketing activities and optimizing ROI in these two areas.
Education & Work Experience
Education & University
2004-2011
Information Science & International Management
Mustapha A.-Wahab studied Computer Science at the Gelsenkirchen University of Applied Sciences from 2004 to 2006. He continued his education with a Bachelor of Arts degree in International Management from the FOM School of Economics and Management in Berlin from 2007 to 2011. He therefore combines technical knowledge with managerial know-how, a skill set that makes him well prepared for the dynamic and challenging world of digital marketing.
MediaCom Germany
2008-2010
Ad Management
Mustapha got his first professional experience in online advertising during his B.A. studies when he joined MediaCom Deutschland in the role of ad manager from September 2008 to December 2010. A global marketing agency with over 8,000 employees spread across 125 offices in some 100 different markets, the MediaCom office in Düsseldorf offered him an excellent entry into the high-speed, high-stakes world of digital brand management.
GroupM Germany
2011-2013
Consultant Ad Manager & Ad technology
After this initial experience, Mustapha joined GroupM Germany in January 2011 and spent over six years at the Düsseldorf-based company, rapidly rising through its ranks. Starting in the position of ad manager, he then became a Consultant on Ad Management and Ad Technology in January 2012, a role in which he served until June 2013. During this time, he interfaced with the company's digital media planner and interacted with clients in order to develop personalised tracking concepts for their marketing activities in the online and mobile contexts.
GroupM Germany
2013-2014
Director Ad Technology
Mustapha's excellent performance led to his promotion to Director of Ad Technology for Germany in July 2013. In this role, he led a team of junior and senior ad operation managers as well as tracking consultants at GroupM's German office. He played an active role in the development of brand safety and brand visibility measurement concepts that ensure the quality of the digital media inventory. He also continued pursuing his passion for effective marketing tracking for mobile. During his tenure as director, Mustapha went above and beyond his duty to support GroupM's operations. He served as interim leader of the PBU team until a new head could be hired, and he initiated the GroupM Digital Academy, a comprehensive training programme for all new hires in the digital team. In addition, Mustapha helped optimise the campaign communication flows between GroupM and agencies by introducing new process tools.
GroupM Germany
2015
Director of Product Development
In May 2015, Mustapha assumed the role of Director of Product Development at GroupM Germany. This development allowed him to focus all his energies on developing and testing new mobile marketing products, his specialty. In what turned out to be an intense and fruitful yet short period of four months, he piloted a number of novel mobile marketing approaches to support the activities of GroupM and to deliver value to their clients.
GroupM China
2015-2017
Head of Online Advertising Operations
September 2015 brought a massive career change in Mustapha's life and introduced him to the China marketing scene when he took on the prestigious position of Head of Online Advertising Operations in GroupM's Shanghai office in China. There, Mustapha founded a whole new dedicated Chinese ad operations team. He led negotiations with technical vendors in order to establish the optimal technical requirements for GroupM's Chinese operations. Since he built Chinese marketing team from the ground up, Mustapha was able to design and implement innovative process tools to optimise workflows as well as effective programmes to digitise the extant staff. He also conducted regular client-facing meetings in order to find both internal and external clients for the AdOps premium service offered by GroupM. He often supported client pitches as well, such as the Venetian Macao, and developed a search-tracking solution for UBER. His tenure in China extended Mustapha's expertise in brand safety and ad fraud.
Screen On Demand (DSPx)
2017-2018
Chief Technology Officer
Armed with his invaluable professional experiences at GroupM's German and Chinese offices and the progressively growing responsibilities he successfully carried there, Mustapha returned to Germany in in June 2017 to take his current position as CTO at the Munich-based ScreenOnDemand, Inc., a digital marketing company specialised in precisely targeted digital marketing operations across a variety of devices. In this role, he is responsible for the development of DSP for delivering special ads for HBB-TV-based formats, online video, mobile video, and scaleable display ads. Mustapha also applies his excellent soft and pedagogical skills to introduce current and new staff as well as clients to his latest technical solutions.
Twins Digital
2018-Today
Managing Director
As of October 2018, Mustapha A.-Wahab is also partner at Twin Digital, a company for comprehensive, transparent, and effective digital marketing founded in Düsseldorf.
Professional Focus
AD MANAGEMENT
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program or dedicated system to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions.
AD TRACKING
Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition or general benchmarks.
PROGRAMMATIC
Programmatic advertising is a system that automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps. Programmatic advertising makes it possible to purchase and place ads, including targeted advertising content, in less than a second.
LEADERSHIP
Unlike management, leadership cannot be taught, although it may be learned and enhanced through coaching or mentoring. Leadership is both a research area and a practical skill encompassing the ability of an individual or organization to "lead" or guide other individuals, teams, or entire organizations.
Get in touch
If you are also keen on shaping the future of digital advertising, don’t hestitate to contact Mustapha.
-
Phone
+49 176 23520053 -
Email
contact@mustaphawahab.com -
Location
Platz der Ideen 1, 40476 Düsseldorf