Create welcomes Erik Tubbs, Ali Syed and Ismet Trako

Digital communications agency Create has welcomed three new professionals to its ranks.

Erik Tubbs has joined Create as a Business Director. He will focus on developing digital products, content, and campaigns for clients, and co-lead the development of strategic growth initiatives within the firm.

Over his 20-year career, Tubbs has delivered projects for global companies like Coca-Cola and Home Depot. He has also worked on digital projects at regional organizations such as Flash Entertainment (Ethara), Rivoli, and the Abu Dhabi Department of Culture and Tourism.

Ali Syed has come on board as a Project Director, bringing over two decades of experience in project delivery for brands across the MENA and APAC regions. He will focus on executing projects across the region, and the delivery of solutions.

Ismet Trako has joined Create as the UX Lead within the Digital Experience practice. With over a decade of experience in designing user experiences and interfaces, Ismet has collaborated with startups, agencies, and companies of all sizes. In his role, Trako will oversee the design and implementation of solutions.

Founded in 2010 in Dubai, Create today has over 180 staff working across the UAE, Saudi Arabia, and Egypt. The firm positions itself as a strategic digital communications agency, and works for clients such as the Department of Culture and Tourism of Abu Dhabi, the Royal Commission for AlUla, and the Dubai Economy and Tourism.

“We are thrilled to welcome these key hires to our team,” said Shoaib Hafeez from Create. “Their expertise and fresh perspectives are invaluable as we continue to expand the team and our impact across the region. This strategic growth enables us to tackle bigger and more transformative projects, allowing us to better deliver exceptional digital experiences for our clients.”