Dubai, United Arab Emirates
James Bicknell is Group CEO of Multiply Media Group (MMG), a premium Out-of-Home media powerhouse driving performance and innovation across the sector. He leads strategy, capital allocation, acquisitions, and Group performance for MMG’s expanding OOH portfolio, headquartered in Dubai and structured for international growth, with operations in the UAE and the UK. His focus is on the development of durable, asset-backed media businesses with pricing power and long-term value. His experience spans premium, large-format, and performance-led OOH networks operating under different regulatory regimes and ownership structures. That breadth informs how capital is allocated, transactions are designed, leadership is appointed, and platforms are scaled with discipline. Recent years have centred on expanding MMG’s platform through selective acquisitions, integration, and the establishment of shared governance, systems, and commercial standards across global markets. He works closely with boards and shareholders on valuation, deal execution, post-acquisition integration, and enduring value creation. At Group level, he defines strategic direction, governance standards, and performance frameworks.
• Group strategy, capital allocation, acquisitions, and performance oversight across a multi-brand premium Out-of-Home platform • Scaling through disciplined acquisitions, consolidation, and integration under shared governance and commercial standards • Portfolio-level digital and data transformation to enhance utilisation, pricing discipline, and yield optimisation • Establishment of Group operating rhythm, performance frameworks, and financial discipline • International expansion strategy, including market entry, regulatory positioning, and senior leadership appointments • Board and shareholder engagement on valuation, transaction execution, integration, and enduring value creation • Governance and appointment of senior leadership across multiple brands and markets
• Leadership during a period of stabilisation and strategic reset • Re-establishment of operating discipline and execution standards • Strengthening of the asset base and commercial focus • Structural realignment to support sustainable growth
• Long-term leadership of BackLite Media, building the platform from early-stage operations into a leading premium digital Out-of-Home network • Strategy, asset base scaling, and transition toward high-quality digital locations • Disciplined capital deployment focused on prime sites and long-term value • Development of high-performing leadership teams and consistent operating standards • Navigation of regulatory frameworks and market cycles while sustaining growth • Foundations established for international expansion and Group integration
• Leadership through a period of growth and operational strengthening • Strategy, performance, and end-to-end execution oversight • Platform scaling and asset performance optimisation • Strengthening of commercial discipline and operating standards • Establishment of clear processes, accountable leadership structures, and sustainable growth foundations
• Multi-market operational oversight globally • Development of shared operating frameworks and aligned standards across diverse environments • Implementation of reporting structures, KPIs, and cost discipline • Operational integration during expansion and market entry