Mohammed Ajawi takes over as GM of Centric


Originally published with Communicateonline.


Dubai-based full-service digital strategy firm Centric has appointed Penso’s Mohammed Ajawi as general manager. The position was earlier occupied by Centric’s managing director Usman Khalid.

Commenting on the appointment, Ajawi says, “I was born to do great things. To do great things; I have to do them fast as well. Over the past couple of years I have been restless; where I knew that we can add value to the brands I managed. Having worked with Centric as a client; I believe the vision I have for my growth completely aligns with the agency’s. We are here to build long-lasting partnerships. And we are here to grow fast. Centric brings its maturity in delivery across the whole spectrum of digital services, and I bring in strategic marketing thinking; it’s a match made in heaven. With their impressive client list and my knack for strategy; I am quite sure that we will accelerate our growth. Stay tuned for more good news in the coming months.”


Khalid adds: “Not every startup CEO is a great growth CEO. After six years in the market and having worked with over 200 brands we are ready for regional expansion. The core of the Centric rallies behind the motto “We deliver every time. Period.” and the industry has responded well to us. It’s about time that we further mature our offerings and client base by bringing in the best talent from the industry. Mohammed Ajawi is a brand in himself. Having successfully delivered on promises to over a 100 clients over his career. Centric will now further accelerate its aggressive approach towards becoming the region’s most profitable agency. Mohammed Ajawi comes with the right credentials to cater to our business in UAE and we wish him best of luck.”

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Usman Khalid

About the Author Usman Khalid

Usman Khalid is the founder & CEO of Centric DXB. He excels in taking the point of view of both our clients and our internal teams - expressing those perspectives, concerns and requirements to the other side. Aspiring clients & partners can reach him on [email protected]