GroupM has hired Seif Khemaissia in a dual role within its Canadian operations: managing director for tech and data agency Xaxis, as well as head of its programmatic operations.

Since August, GroupM has conducted an extensive local and global search for the roles. In addition to leading operations at Xaxis, Khemaissia has been tasked with continuing to evolve programmatic capabilities to benefit GroupM agencies and
their clients. He reports into Michael Neale, president of GroupM Services Canada.

Khemaissia is coming off of more than four years at Innocean Worldwide Canada, where he was most recently group director of programmatic and analytics. He is also a former chair of IAB Canada’s Data & Analytics Committee.