Romoh steps into the role to build fora market where the shop window is a social feed and the shop assistant is anAI.
DUBAI, UAE, 17 August 2026 - Calibrate Commerce, the growth marketing studio for early stage startups and emerging brands under the FAST group, today named Ahmed Romoh as General Manager.
Romoh brings more than 15 years indigital growth across the GCC. His primary focus is driving incremental growth through TikTok Shop, live commerce and AI search, where a younger, "scroll to cart" customer is spending more of their time and their money.
Calibrate Commerce helps brands go live on TikTok Shop in the US, UK, Europe and Southeast Asia, and is ready in regional brands for launch. Romoh's mandate involves building capability in agent-driven marketing, so brands stay visible as discovery moves past the search bar.
The studio runs the paid media,creative and measurement underneath all of it, taking founders from launch to repeat revenue at a cost a young company can carry. The team is more than 20 in Dubai.
"The big platforms still carry the volume and we utilise them,"said Ahmed Romoh, General Manager, Calibrate Commerce. "The incremental growth is in the newer channels, and it goes to the brands that got there first. For a founder with a short runway, being early is worth more than being big."
"More founders are setting up here every year, because of the government support and the infrastructure behind them," said WaseemAfzal, Founder, FAST. "Once they have raised and are starting to scale, they need a different kind of partner to the one a large advertiser needs. Ahmed knows what moves a business rather than a dashboard, and Calibrate Commerce is built for them."
