Facebook has appointed Shant Oknayan as the Head of retail, ecommerce and online services in Pakistan, North Africa and Middle East. In the new role Oknayan will be responsible to drive growth and engage with the Facebook consumers in this region, Asbarez reported.

In an official release, Jonathan Labin, Head of Facebook Africa, Middle East and Pakistan has said, “The internet industry in the MENA region is witnessing impressive growth and this has resulted in the emergence of e-commerce, retail and other online services which the region’s mobile-first consumers access every day. Oknayan’s appointment to lead this rapidly growing sector, together with his depth of experience and knowledge, means we are strongly placed to help brands and consumers communicate with one another.”

Prior to joining Facebook, Oknayan has been responsible for Google’s market development for SMB in North Africa and Middle East. Additionally, he co-founded the first well-known beauty ecommerce company in the MENA region. Oknayan said that it was an exciting time to be a part of the online industry in the region. Oknayan is also a regular speaker at digital events in the region and has also been awarded as one of the top 50 SME executives in 2013 by an Arabian startup.