Multiply Media Group Appoints Elie Hajjar as Chief Operating Officer

Why It Matters

The hire strengthens MMG’s execution capabilities at a time when the OOH sector demands operational agility and data‑driven efficiency. It positions the firm to capture growth opportunities in new markets and improve profitability.

Key Takeaways

• Elie Hajjar joins MMG COO, bringing 20 years OOH experience
• Former JCDecaux Middle East MD, led regional market growth
• Will drive integrated, agile operational framework across MMG markets
• Appointment underscores MMG’s aggressive push into international OOH
• Enhances ability to deliver disciplined, high‑performing operations

Pulse Analysis

The out‑of‑home (OOH) sector is undergoing a rapid digital transformation, with programmatic buying and real‑time analytics reshaping how brands reach consumers on streets, transit hubs, and airports. As advertisers demand measurable impact, operators must coordinate thousands of screens, negotiate complex permits, and maintain high uptime across disparate geographies. This operational complexity rewards leaders who can standardize processes, embed performance metrics, and scale technology platforms without sacrificing local market nuances. Consequently, a seasoned COO becomes a strategic asset for any OOH network seeking sustainable growth.

Multiply Media Group (MMG) has spent the past few years consolidating assets in the Middle East before turning its sights on Europe and North America. The newly created COO role gives James Bicknell a dedicated executive to harmonize back‑office functions, streamline supply chains, and implement a unified data‑driven operating model. Elie Hajjar’s two‑decade track record at JCDecaux, where he rolled out standardized sales processes and automated inventory management, aligns perfectly with MMG’s ambition to reduce cost per impression while expanding screen inventory. His appointment accelerates the group’s roadmap toward a globally integrated OOH platform.

From an investor standpoint, the COO hire signals that MMG is moving beyond organic growth to a disciplined, scalable operation—a prerequisite for attracting private‑equity or public‑market capital. Competitors such as Clear Channel and JCDecaux are also tightening their operational playbooks, meaning MMG must deliver measurable efficiency gains to defend market share. If Hajjar can translate his Middle East successes into a repeatable global framework, MMG could achieve double‑digit revenue growth while improving EBITDA margins, positioning the company as a compelling alternative in the fragmented OOH landscape.