ALI BIN ZAYED ALFALASI
Dubai
Summary
Accomplished professional with expertise in Retail P&L Growth, Customer Experience & Service Transformation, and Digital Growth & Commercial Uplift. Proven track record in driving Loyalty & Ecosystem Partnerships and fostering Public–Private Partnerships (PPP) to enhance business outcomes. Skilled in Real Estate / Asset-Led Value Creation and adept at International Expansion & Market Entry, ensuring strategic Governance & Capital Discipline. Committed to leveraging these competencies to achieve sustainable growth and innovation in dynamic environments.
Overview
11
11
years of professional experience
Work history
Acting Chief Retail Officer & SVP – Marketing
Emirates Petroleum Company PJSC (Emarat)
Dubai
02.2025 - 12.2025
- Enterprise accountability across fuel & non-fuel performance, customer experience/service transformation, loyalty ecosystems, partnerships, communications, and asset-linked growth.
- Lead network-wide performance governance and commercial execution to deliver growth and service excellence.
- Scale non-fuel revenue engines (incl. Autocare) via proposition design, operating model optimization, and partner/channel performance.
- Drive digital-led growth strategy to increase volumes and improve conversion, retention, and customer value.
- Shape PPP frameworks with public and private stakeholders, focused on sector participation and market inclusion.
- Lead international market entry across CIS and Arab markets via Embassy engagement and strategic ecosystems.
- Tender Committee Member — compliance, governance, and value-for-money oversight.
- Member, Real Estate Growth Committee (Executive Management) — real estate monetization and growth opportunities.
Senior Vice President – Marketing
06.2024 - 12.2025
- Lead integrated marketing, brand, communications, customer experience, partnerships, and loyalty acceleration across B2B/B2C.
- Formalized modern marketing operating model and performance cadence to improve speed and impact.
Senior Manager – Corporate Loyalty (Strategy & Business Development)
10.2021 - 06.2024
- Led loyalty strategy and ecosystem buildout; launched and scaled EmCan to drive engagement, retention, and digital adoption.
- Built partner ecosystem and value proposition to strengthen relevance and measurable commercial outcomes.
Board member , Chairman of Investment and Events
UAE OCR Federation
, United Arab Emirates
09.2025 - Current
- Established operating models for sports development in the country.
- Created strategies and KPIs to enhance national sport growth.
- Elevated country mandate under Ministry of Sports to ensure compliance.
- Chaired committee meetings, facilitating efficient discussions and decision-making.
Project Engineer
10.2018 - 10.2021
- Delivered retail station projects across Dubai and Northern Emirates; managed stakeholders, timelines, and quality standards.
- Ensured disciplined delivery across multiple projects with cross-functional coordination.
Senior Project Manager
Dubai Municipality
Dubai
07.2014 - 08.2018
- Developed comprehensive project plans for successful execution.
- Fostered a harmonious work environment, boosting team morale during high-pressure situations.
- Led the implementation of strategic initiatives for business growth.
- Devised strategies to overcome challenges during project life cycle stages.
Education
EXECUTIVE MBA -
Georgetown University
Alternative Investments
Harvard Business School
United States 05/2025 - 08/2025
Dubai Economic Leaders Program (D33)
MBRCLD
Customer Loyalty: Strategy & Application
Kellogg (Northwestern)
CDMP
Digital Marketing Institute (US)
BSc Civil Engineering
Higher Colleges of Technology (HCT)
Skills
- Retail P&L Growth (Fuel & Non-Fuel)
- Customer Experience & Service Transformation
- Loyalty & Ecosystem Partnerships
- Digital Growth & Commercial Uplift
- Public–Private Partnerships (PPP)
- Real Estate / Asset-Led Value Creation
- International Expansion & Market Entry
- Governance & Capital Discipline
LANGUAGES
Arabic (Native)
Native
English
Native
Turkish
Elementary
Accomplishments
- Retail Growth: Delivered +5% retail volume growth through performance cadence, commercial governance, and execution.
- Autocare Transformation: Introduced new concepts and experience upgrades, delivering +40% revenue growth.
- Digital Commercial Uplift: Optimized team structure and strategy to generate incremental volumes through the digital landscape.
- Capital Discipline: Achieved AED 20M+ Capex reduction across stations via prioritization and governance.
- Ecosystem Growth: Scaled loyalty ecosystem to 1M+ users; enabled +18% incremental EBITDA impact through loyalty-led initiatives.
- Innovation: Enabled the region’s first crypto payment acceptance in fuel stations.
- PPP & Market Inclusion: Advanced Public–Private Partnerships to enable mutual growth and sector expansion.
- International Expansion: Spearheaded growth into CIS and Arab markets via Embassy engagement and major market players.
- New Revenue Models: Led the world’s first fuel-station Naming Rights initiative (Project Landmark).
Affiliations
- UAE OCR Federation — Board Member
- Chairman, Investment, Events & Marketing Committee
PUBLIC SECTOR LEADERSHIP
- Dubai Youth Council — Vice President Apr 2021 – Apr 2023
- Dubai Municipality — Senior Project Manager Sep 2014 – Oct 2018
- Selected national projects: Dubai Frame; Mohammed Bin Rashid Library
Timeline
Board member , Chairman of Investment and Events
UAE OCR Federation
09.2025 - Current
Acting Chief Retail Officer & SVP – Marketing
Emirates Petroleum Company PJSC (Emarat)
02.2025 - 12.2025
Senior Vice President – Marketing
06.2024 - 12.2025
Senior Manager – Corporate Loyalty (Strategy & Business Development)
10.2021 - 06.2024
Project Engineer
10.2018 - 10.2021
Senior Project Manager
Dubai Municipality
07.2014 - 08.2018
Dubai Economic Leaders Program (D33)
MBRCLD
Customer Loyalty: Strategy & Application
Kellogg (Northwestern)
CDMP
Digital Marketing Institute (US)
BSc Civil Engineering
Higher Colleges of Technology (HCT)
EXECUTIVE MBA -
Georgetown University
Alternative Investments
Harvard Business School
05/2025 - 08/2025