Agency revenue in two years after an operating model overhaul and the launch of new service lines.
Darius LaBelle · Marketing & business leadership
Marketing leader connecting brand, digital, and customer growth to drive marketing transformation.
I help brands strengthen their positioning, better leverage AI and technology, improve customer experiences and make marketing more effective. My experience spans brand communications, digital products, advertising, CRM and marketing technology across MENA, North America and Asia Pacific.
Based in Dubai. Currently Managing Director, Middle East at November Five.
Selected results
Delivered a 40% uplift in B2B ecommerce conversion by improving the digital buying experience and reducing friction in the ordering process.
Customer experience practice scaled in under three years across North America.
New business win rate while scaling a multidisciplinary customer experience practice.
Team turnover while growing distributed teams across cities and time zones.
How I work
I want to know what we are trying to change, who can make the decision and what the customer will notice. When those answers are unclear, another presentation rarely helps.
On decisions and deliveryHow I lead
I want people around the table who see things I don’t. That means investing in different backgrounds and disciplines, giving people room to challenge the work, and making responsibility clear enough that they can act.
On people and cultureThe brief is a starting point.
Before choosing the technology, I want to understand the motivation. Purchase history tells us what happened. The reason behind it gives us something to work with.
On finding the human sparkClarity beats novelty.
In my Martechvibe interview, I discussed an invoice explanation where a simple text flow beat the AI video. Customers wanted to understand their bill. That is a useful test for any new idea.
Read the exampleGive people a reason to care.
A brand earns preference through what people experience. I care about the moments that make someone feel understood, confident or in control.
On memorable experienceSelected clients
Areas of expertise
Tap an area to explore.
Brand strategy and positioning
Defining the proposition, audience and positioning that guide communications and customer experience.
Integrated marketing and campaigns
Connecting creative, content and media around a shared marketing objective.
Customer experience
Connecting the brand promise with what customers experience across digital and service channels.
CRM and customer relationships
Developing relevant communications and lifecycle programmes that support engagement and loyalty.
Brand launches and go to market
Bringing positioning, communications and channel planning together for launch.
Digital product strategy
Connecting customer needs and business priorities with product design and delivery.
Marketing technology and measurement
Connecting technology, data and workflows so teams can execute and assess marketing activity.
AI in marketing and customer experience
Applying AI to relevant marketing and customer problems, with clear measures of value.
Marketing leadership
experience
Marketing, digital and customer experience leadership across MENA, North America and Asia Pacific. The roles below explain the organisations, my responsibilities and the work I led.November Five. Digital product and applied AI studio delivering strategy, design and development.
Lead the Middle East business, working with clients and teams to define and deliver digital products, customer experience and applied AI. Connect business priorities with product and experience delivery.
Dubai, United Arab EmiratesBates, WPP. Integrated marketing and communications agency
Led the UAE business across brand strategy, advertising, communications, media and customer experience. Built strategy and CX capabilities to connect these disciplines more closely in client work. Developed the leadership team and changed how the agency operated, supporting threefold revenue growth in two years.
Dubai, United Arab EmiratesHavas Health Network. Customer experience and relationship marketing business within Havas
Led multidisciplinary teams delivering customer programmes for the regulated healthcare sector, bringing together digital products, CRM, content and experience design. Helped launch and build the North American CX practice.
New York, United StatesPENSO. Marketing and digital strategy consultancy
Led consulting across Australia, the Middle East and Southeast Asia, connecting customer experience strategy with digital delivery. Built the Dubai office and managed regional operations.
Melbourne, AustraliaLed integrated customer experience and relationship marketing programmes for regional and global organisations.
Dubai, United Arab EmiratesBuilt and led client partnerships spanning digital strategy, media, technology, and delivery.
Dubai, United Arab EmiratesManaged complex digital programmes and multidisciplinary delivery teams.
Dubai, United Arab EmiratesLed client relationships and integrated programmes across brand, advertising, digital, and customer experience.
BahrainBuilt the early foundation of a career across direct marketing, digital delivery, and customer relationships.
Dubai, United Arab EmiratesThought Leadership
Writing on marketing, brand strategy, customer experience, digital products and applied AI.
01
Artificial Intelligence in Customer Experience Is Solving the Wrong Problem
July 2026Read the Article
Selected press and interviews
Coverage of appointments, work, leadership, and industry participation.November Five Launches AI Driven Product Studio in the Middle EastCampaign Middle EastRead articleMember Interview: Darius LaBelleThe Marketing SocietyRead articleNovember Five Appoints Darius LaBelle as Managing DirectorAdtech Today MERead articleDarius LaBelle Joins November Five as Managing DirectorCampaign Middle EastRead articleCannes Lions Announces 2024 Awarding Jury Members from the UAECampaign Middle EastRead articleBPG CX Transformation Nets Major Business Wins Across the GCCKhaleej TimesRead articleBPG Strengthens Integrated Offering with Senior Leadership AppointmentsET HRWorldRead article
What People Say
Darius is exceptional. A talented business person with a razor sharp mind and wit to match. Darius was one of those rare individuals who showed an immense drive to succeed and also bring people along with him.
01 / 07 · Drag to explore
Speaking &
Judging
I've served as a judge, juror, and speaker at some of the industry's most respected programmes across creative, CX, and effectiveness categories.
