Equiti Group Appoints Al Lotter as Head of Creative in Dubai

Equiti Group has appointed Al Lotter as Head of Creative, strengthening its brand and marketing leadership as competition intensifies across the online trading sector.

Lotter joins the Dubai-based broker with more than two decades of creative leadership experience across the Middle East and Africa, having worked in markets including Tunisia, Qatar, Bahrain, Jordan, and the UAE. In his new role, he will oversee the Group’s global creative direction, with a focus on reshaping brand identity and enhancing engagement through more human-centric storytelling.

Before joining Equiti, Lotter served as Chief Creative Officer at Hello Bobby in Dubai, where he worked with a range of high-profile regional clients and initiatives, including COP28 and major government and sporting projects. His portfolio spans both public and private sector campaigns, reinforcing his experience in large-scale brand execution.

Lotter’s appointment comes as Equiti continues to expand its global footprint and invest in brand-led growth strategies. As brokers increasingly push into new markets and asset classes, creative positioning and customer engagement are becoming critical differentiators.

Commenting on the move, Lotter highlighted the opportunity to focus on a single brand after years in agency environments, noting that fintech offers a dynamic platform for long-term creative innovation.

His addition to the leadership team also aligns with broader industry trends, where trading firms are placing greater emphasis on marketing sophistication, influencer engagement, and brand identity as part of their growth strategies.