WebEngage — a leading full-stack User Engagement and Retention Platform —announced on Monday the appointment of seasoned tech leader Hetarth Patel as its new VP in MENA and Managing Director in the UAE.
Working closely with the founding team, Patel will spearhead WebEngage’s growth aspirations in MENA — a region that is starting to adopt a retention-led approach.
Hetarth brings more than 20 years of experience in the Information Communication Technology (ICT) industry, where he has led strategy, organisation building, and global business expansion.
Prior to joining WebEngage, Patel was heading Strategy and Sales Development for Customer Experience Solutions at Oracle for its Eastern Central Europe and MEA operations. He also spent over 10 years at Flytxt BV in a senior leadership role and built and expanded its business to over 50 countries.
“Hetarth Patel — with his deep understanding of the regional MarTech landscape and a growth-led disposition — has all the hallmarks of a leader who can be entrusted to turn WebEngage’s vision into reality in MENA. In just about two years since its official launch in the region, WebEngage has revolutionised retention marketing through a full-stack solution by enabling brands to maximise the utility of data and meaningfully engage customers. The achievable impact has incentivised us to ramp up our regional efforts and offerings, where the role of Hetarth will be pivotal,” said Avlesh Singh — Co-Founder & CEO of WebEngage.
Commenting on the appointment, Patel said: “The Middle East and Africa region is making huge strides in developing its digital economy. Investments in CX-first marketing and retention technology are all set to soar, as more than 80% of organisations in the region plan to invest significantly in the next five years to build long-lasting personalised relationships with their consumers. It’s an incredibly exciting time to help our customers in the region grow with WebEngage’s market-leading technology and in-region customer success team.”
Globally, WebEngage has crafted a niche for itself with its full-stack customer retention platform that aims to maximise user engagement through a 360-driven AI-powered hyper-personalisation of journeys, content, and communication across channels, resulting in increased Customer Lifetime Value (CLTV).
Boasting reputable clientele — which includes brands like eXtra, Vezeeta, and HNAK — WebEngage is adding over 60 new clients each quarter in the MENA region.
eXtra — Saudi Arabia’s fastest-growing retail brand — witnessed a 33% increase in purchases through localized user engagement campaigns; meanwhile, Vezeeta achieved a 47% upliftment in pharmacy orders with WebEngage.
This meteoric growth phase culminated in the recent $20m Series B funding round led by Singularity Growth Opportunities Fund and SWC Global, with participation from existing investors India Quotient, Blume Ventures, and IAN Fund, among other VCs.
