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Theorem Names Reem Al-Basri as New Head of Digital Media Strategy, Expanding DTC Capabilities Globally

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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 Theorem’s global business with a particular emphasis on expanding Theorem’s client base in the retail and DTC sectors.

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 globally through Theorem's key DTC, 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 reach $602.25 billion globally this year. 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 DTC 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 optimized 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.”

About Theorem

Founded in 2002, Theorem creates, delivers and optimizes digital marketing campaigns for some of the world's most successful brands. By offering scaled technology, media, operations, marketing, CRM, and creative solutions under one roof, Theorem can provide flexible, full-service marketing solutions to their clients. Theorem’s consultancy teams and operational expertise helps brands simplify, streamline and automate complex digital tasks. This value exchange saves clients time, reduces their costs, and increases their revenue. For more information, visit

Contact Details

Kite Hill PR

Isabella Roy

+1 843-693-7161

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