Dubai-based multi-asset broker XS.com has appointed Omar Alaa as MENA Marketing Director, marking the third consecutive senior hire poached from competitor Exness. Alaa spent nearly a decade at the Cyprus-based broker, most recently managing social media for the MENA region before his departure on May 5, 2026. He will now oversee XS.com’s entire marketing operation across the Middle East and North Africa, including campaign execution, digital performance, partnerships, and audience engagement.
The appointment follows a clear recruitment pattern at XS.com. Group CEO Mohamad Ibrahim previously served as Exness’ Regional Director for MENA before joining in early 2023, while Head of Retail Sales Simon-Peter Massabni arrived from Exness in March after serving as Country Manager for MENA Commercial Management. The moves suggest XS.com is aggressively targeting talent from the regional market leader to fuel expansion across key Middle Eastern markets including Egypt, Saudi Arabia, UAE, and Kuwait.
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FXnCO Insight
** Watch for intensified competition in MENA retail FX markets as XS.com’s strategic talent acquisition from Exness signals an aggressive push for regional market share.
Source: Finance Magnates