Former Twitter & Google executive to head up WeTransfer Advertising as VP of Global Sales
To oversee all aspects of global advertising operations and strategy; lead on investment in new formats, partnerships and innovation including opportunities in responsible advertising and purposeful AI
Alongside Nasr, Natalie Fisher-Brown (Firth) joins the advertising team from Criteo as Head of UK
London, 17 January 2024 – WeTransfer, the most creative platform for sharing ideas, announces the appointment of Dara Nasr to lead advertising strategy across established hubs in Europe and North America, as well as emerging markets.
Nasr spent a decade at Twitter, with 5 years as its UK managing director, responsible for the global revenue for many of the world’s biggest advertisers. He helped to build the biggest team outside of the US that spanned multiple disciplines, up until leaving in 2022. Prior to Twitter, he led commercial teams at Google across YouTube and Display Advertising teams and TV media market strategies at Eurosport and Flextech TV.
At WeTransfer, Nasr will oversee all aspects of global ad operations and strategy across established hubs in New York, London, Paris and Amsterdam and seek out opportunities in emerging markets that have highly engaged audiences spanning millions of creative professionals and content creators. He will lead on deepening relationships with brands and media buyers looking for full-screen ad space that generates business results, as well as increased investment in new formats, partnerships and innovation – from responsible advertising to AI.
Alex Vassilev, CEO of WeTransfer said: “Responsible advertising has played an important part of WeTransfer’s growth and success since inception, with our high quality, user-centric format driving huge appeal and impact for hundreds of brands. We’ve worked hard to earn that trust but are only just tapping into the true scale of what we could achieve in this space. Dara is a fantastic fit to lead us to the next phase of growth, bringing a diverse set of skills, an unrivaled track record unlocking major collaborations in the industry and a proven ability to build long-term value.”
In 2023, WeTransfer Advertising saw more than 300 advertisers on its platform and delivered more than 1,000 individual campaigns. The company opened an office in Paris, tested new shoppable and AI-driven ad formats that enhance its existing creatives (Toyota Motor Europe, Zalando, Adobe Photoshop), introduced carbon emissions reporting for every campaign, and dug even deeper into the connection between human attention and media effectiveness with industry partners. In another key hire, Natalie Fisher-Brown (Firth) joins from global commerce media company Criteo as Head of UK of WeTransfer Advertising.
Dara Nasr added: “WeTransfer has always stood out to me for being uniquely positioned as a content platform and advertising player with its distinct digital billboard and global creative audience. What’s more, the values of the company shone so brightly for me.
"The company has built a highly trusted industry proposition, which operates at the heart of the world’s biggest digital trends and has all the right ingredients to define the future of advertising. The opportunity is immense and I’m excited to be at the forefront of building on these foundations with the talented team and bring compelling partnerships for major brands around the world.”
WeTransfer, the most creative platform for sharing ideas, makes it easy for creative professionals and creators to share and distribute content, and collaborate with teams. With an average of 80 million monthly active users in 190 countries, WeTransfer is a certified B Corporation™ and a long-time champion of using business as a force for good. Since its founding in 2009, the company has donated up to 30% of its advertising real estate to raise awareness for artists, creative work, and the world’s most pressing issues. In 2021, it launched the Supporting Act Foundation to support emerging artists through bursaries and grants.