Theorem Names Reem Al-Basri as New Head of Digital Media Strategy, Expanding UK Team

Publicis Groupe veteran joins Theorem to grow EMEA and UK business with a particular focus on extending its full-service, flexible marketing solutions to D2C and retail categories

Theorem, a full-service flexible digital marketing solutions provider, has expanded its senior team with the addition of Reem Al-Basri, who joins to lead in the company’s London office as the Head of Digital Media Strategy. Reem’s focus is on growing the UK business with a particular emphasis on expanding Theorem’s client base in the retail and D2C sectors. 

Reem Al-Basri – Head of Digital Media Strategy, Theorem

Theorem has a strong foothold in the media industry, working with brands such as Dow Jones, Hearst, New York Times, Salesforce and Amazon, among others. Al-Basri is responsible for driving growth in the EMEA and UK markets through Theorem’s key D2C, retail and automation solutions and media, creative, marketing, CRM, custom-built technology and data services. 

Coupled with strategic partnerships with Salesforce, LinkedIn, Sailthru and Selligent, Theorem’s offerings enable brands and upstreaming companies to excel across industry-leading platforms. Theorem is also unique in that it operates on an agile purpose-led working model that is firmly rooted in supporting clients’ overall business goals and marketing strategies, resulting in scalability, productivity and enhanced revenue flow. 

“As inflation increases and the cost of living rises, brands in the retail sector require an agile, solutions-driven partner who can quickly pivot to where there are opportunities,” said Al-Basri. “With Theorem’s unique approach to pioneering the future of full-service flexible marketing solutions, I am excited to work alongside the leadership team with a shared vision of expanding Theorem’s client portfolio and continue offering best-in-class marketing solutions to our clients.” 

Al-Basri’s strategic appointment comes at a critical time for the business, with the digital advertising market projected to increase by 11.9% this year, reaching £25.84 billion in the UK. A media expert with more than 14 years of experience in the marketing industry, Al-Basri brings a proven track record of building and leading successful integrated digital, content and social strategies that drive revenue and support business growth for some of the largest global brands in the luxury, fashion and beauty, CPG, retail and D2C industries.

Previously, Al-Basri held several different titles while working at Publicis Group including business managing director of media, head of integrations, content strategy and development as well as social and influencer marketing. Al-Basri brings with her experience and a true affinity for driving strategic brand integrations, delivering data-driven omnichannel strategies and content solutions to the largest portfolio of clients in the EMEA region. 

“Reem has the impressive expertise and background needed for the demanding Head of Digital Media Strategy role and she will play an integral role in driving the growth for the UK market and the overall D2C solutions to help offer brands and clients an optimised ecommerce ecosystem, while future-proofing their businesses for scale,” said Jay Kulkarni, CEO and founder of Theorem. “We are thrilled to have such a marketing powerhouse join our team as we strive to pioneer the future of digital marketing solutions.”

For more information about Theorem, please visit

Source: Theorem

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