GroupM's head of performance Zine Bitat heads to L'Oreal

Group M’s head of performance and biddable media lead Zine Bitat has joined L’Oréal South Asia Pacific, Middle East & North Africa (SAPMENA) as digital and media lead based out of Singapore.

In the new role, Bitat is responsible for driving the media, digital and data transformation in the consumer products division across the Middle East and North Africa markets to ensure excellence in execution, drive e-commerce media, support retailer services activation, and other responsibilities. 

Bitat spent a large part of his career on the agency side. Prior to his one year with GroupM, he was also with Havas for five years with his last role being head of performance.

In the newly created role, Bitat will report to chief digital officer of the consumer products division of SAPMENA Abhishek Grover. Grover was last head of digital marketing group at Samsung Southeast Asia and Oceania. 

Meanwhile, L'Oréal Singapore and Malaysia are joining forces to form a bigger organisation, effective 1 July. The joining of forces will enable the company to "prepare for the future and best position [it] to tap new opportunities" emerging from the shifts in the rapidly transforming beauty landscape.

"This new operating model combines the strength of Singapore and Malaysia to better serve our consumers in both markets, while allowing us to further invest in capabilities for new consumer attraction. Under the new set-up we will maintain and enhance our strong local proximity while deepening our functional expertise," the spokesperson added. L'Oréal declined to comment further on MARKETING-INTERACTIVE's queries.