About Me | Vanguard Media UAE

Elevating Brands Through Data, Discipline, and Storytelling

Mitchell Finlayson

I am a creative and data-driven Brand & Marketing Manager with over 7 years of experience transforming B2C, D2C and B2B brands across the GCC. Based in Dubai, I bridge the gap between agency creativity and client-side strategies, delivering high-impact campaigns across various sectors, including Healthcare, Automotive, FMCG, Lifestyle, and Real Estate.

My approach blends powerful traditional media strategies with AI innovation. Whether managing $4.5M OOH initiatives or optimizing $50k performance media campaigns, I focus on creating emotionally engaging strategies that resonate with intended audiences.

I specialise in turning insights into market leadership. Notably, I propelled the Invisalign Centre to market dominance in the UAE by securing tier-one PR in Forbes Middle East and scaling their organic social community by 150% to over 16,200 followers. My data-first approach to performance marketing delivered 1,000 qualified leads per month at an optimised Cost Per Lead (CPL) of AED 185 and a Lead-to-Patient Conversion Rate of 45.63%, while simultaneously managing partnerships with 30+ influencers to ensure a seamless, omnichannel patient journey.

I have had the privilege of driving ROI for global leaders like HP, Amana.app, Papa John’s, ADNOC Group, Royal Development Company, and Optimum Nutrition through:

Traditional, Digital & Programmatic Digital Out-of-Home (OOH/ DOOH/pDOOH)
AI-Powered Marketing Innovation & Data Analytics
Paid Social & Search Engine Marketing (SEM)
Omnichannel Strategy & P&L Optimization

CLIENTS WHO I HAVE WORKED WITH

Services

With over 7 years of experience on both the agency and client side, I deliver true 360° marketing strategies. I don’t just execute tactics; I manage the entire lifecycle—from strict budgeting and P&L oversight to the final creative rollout. I bridge the gap between the physical and digital worlds, combining high-impact OOH with precision SEM and Paid Media to ensure every campaign drives real, measurable growth.

Out-of-Home

Think of Out-of-Home (OOH) as any advertising that catches your eye when you're out of your home. It’s the original "in real life" marketing—from giant billboards along Sheikh Zayed Road to sleek digital screens in the Dubai Mall. Its superpower is its massive scale and public presence; you can’t skip it, block it, or close the tab. OOH is all about making a bold, unmissable statement in the physical world, building widespread brand awareness, and creating that "I see this brand everywhere" feeling. It's designed to captivate audiences on the move and make a lasting impression.

Digital Media

Digital Media is the dynamic world of advertising that lives on our screens. If you've scrolled through Instagram and paused at an ad or seen a sponsored link on Google, you've experienced it. Unlike ads that speak to everyone, digital media is like a savvy personal shopper for brands. It uses data to connect with specific audiences based on their interests, online behaviour, and location. Best of all, everything is measurable, allowing for precise, data-driven campaigns that prove their value and deliver a clear return on investment—right down to the last dirham.

Programmatic Digital Out-of-Home

Imagine if a classic billboard and a smart digital ad had a baby—that’s Programmatic Digital Out-of-Home (pDOOH)! It takes those cool digital screens you see in public and gives them a tech-powered brain. "Programmatic" simply means the buying and placing of ads is automated using software. This allows for incredible flexibility—for instance, an ad for iced coffee could automatically run only when the temperature in Dubai hits 38°C. pDOOH combines the massive public impact of OOH with the sharp, data-driven targeting of digital media, delivering smarter and more efficient real-world campaigns.

Social Media

Think of Social Media as the digital heartbeat of your brand—it’s where the conversation actually happens. It’s marketing that meets your audience right in the palm of their hand, from curated Instagram feeds to engaging TikTok trends. Its superpower is connection and precision; unlike a billboard that speaks to everyone, social media allows you to speak directly to the right someone. It’s not just about visibility; it’s about stopping the scroll to build a community and invite a response. Social Media is designed to humanise your business, foster loyalty, and create that "this brand gets me" feeling that turns passive viewers into active customers

Influencers

Influencer Marketing is essentially word-of-mouth evolved for the digital age. It moves beyond corporate advertising by weaving your brand into the stories people already choose to watch—whether that’s a lifestyle vlog in Downtown Dubai or an expert review on YouTube. Its superpower is trust and authenticity; it allows you to borrow the credibility of established voices to bypass consumer skepticism. Influencer marketing isn't about interrupting the content; it is the content. It’s designed to validate your product through real-world context, creating that "if they love it, I need it" desire that drives immediate action.