FOUAD EL-QASSEM
LOYALTY EXPERT | PRODUCT LEADER
Dubai,DU
Summary
LOYALTY MANAGEMENT / PRODUCT LEDERSHIP
Senior Executive and technology leader with proven record of accomplishment in customer loyalty management. Subject matter expert in developing and managing state-of-the-art MarCom products, with over 20 years of experience at top tier employers and own startups.
Overview
18
18
Years of customer loyalty experience
15
15
Years of product management experience
12
12
Digital products developed and managed
8
8
Countries with loyalty programs
Work History
Chief Operating Officer
MUNERO GLOBAL LOYALTY FZCO
Dubai
01.2020 - Current
- Led the product development roadmap for a real-time electronic Gift Card distribution platform offering more than 200 global brands cards, like Amazon, Apple, Google, Walmart, Carrefour, Zara, Landmark Group and others.
- Led the product development roadmap for the core sourcing platform with a catalogue of more than 3,000 products fulfilled and distributed to loyalty program members in over 100 countries around the world.
- Led the operations team responsible for orders fulfilment, for multiple eCommerce fulfilment centres.
- Developed a three-year business strategy to drive business growth and customer-centricity for various products.
- Adopted RPA (Robotic Process Automation) technology to automate workforce within the organization.
- Structured, hired, and led a fully remote product development team leveraging multiple platforms like Java, Amazon Web Services, MySQL to deliver high availability apps.
Founder and Chief Technology Officer
CITY POINTS LOYALTY CARD SERVICE LLC
Dubai
10.2017 - 01.2020
- Developed the vision of City Points as a start-up to build a city-wide digital loyalty and engagement program bringing different government and retail services together under one umbrella leveraging the innovative, state-of-the-art blockchain technology to enable real-time customer experience.
- Led the product design and product development process and management of the loyalty program and the underlying blockchain platform while keeping GDPR compliance in mind.
- Led the customization of the technology eco-system including customer management module, points engine, campaign management, location services, analytics platform, consumer mobile app and website, retail and payment partners integration.
Global Product Development Manager
ETIHAD AIRWAYS – GLOBAL LOYALTY COMPANY
Abu Dhabi
04.2015 - 02.2017
- Constructed global product management strategy and tendering process for loyalty and airline ancillary services, including online purchasing, gifting and transferring of loyalty currency.
- Developed partnership strategy and created structure for implementation of global coalition loyalty product portfolio across four frequent flyer programmes (Etihad Guest for Etihad Airways, topbonus for Air Berlin, MilleMiglia for Alitalia, JetPrivilege for Jet Airways).
- Generated business development pipeline and processes; devised a unified global partner value proposition.
- Designed a centralised partner operations hub, rolled-out Salesforce CRM platform and led implementation of an accrual and redemptions travel shop.
- Built strong cross-functional relationships; collaboration with Finance, Marketing and IT to develop and present business cases to key GLC and Etihad Airlines Partners group stakeholders.
Loyalty Products & Service Director
Aimia Inc (Air Miles)
Dubai, UAE
01.2010 - 01.2014
- Improved product innovation and delivery through lean development methodology driving innovative technologies that form the essence of product division.
- Led the regional efforts to the global software engineering of the group core loyalty system.
- Designed IT solutions and that deliver high quality products and services.
- Streamlined the design of IT architecture and integration with retail partners in the Middle East.
- Managed the relationships with strategic suppliers and vendors across the world.
- Enhanced digital innovation strategy; completed planning phase for regional loyalty identification and tracking mechanism strategy to enable innovative projects including mobile card-less loyalty scheme.
- Development and implementation of the wider real-time redemptions product offered to various retail stores in the region.
Director of IT & Operations
Aimia Inc (Air Miles)
Dubai, UAE
01.2008 - 01.2010
- Built a new Digital department from scratch; brought function in-house and recruited high potential staff.
- Fully responsible for the regional department P&L.
- Increased traffic and engagement through improved online presence with more customer interaction channels.
- Led the set up of the Business Intelligence department that provided analysis, reporting and insights for corporate and retail partners.
- Developed a Contact Centre app that achieved 25% reduction in Contact Centre cost; designed and implemented Interactive Voice Response (IVR) System for loyalty programme across MENA region for the complete product portfolio.
- Negotiated cost reduction through selection, relationship management and performance management of key business vendors.
Operations Manager
Aimia Inc (Air Miles)
Dubai, UAE
01.2005 - 01.2008
- Promoted to lead IT and operations of loyalty programs.
- Delivered proprietary loyalty programme for HSBC in four countries in less than four weeks.
- Aligned members, partners, suppliers, integration, statementing and quality control for Air Miles Middle East program
- Developed the Air Miles website (www.airmilesme.com) products that achieved 300% increase in traffic in three countries, as well as www.MyRewardsPoints.com in four countries for the HSBC program.
IT Manager
Aimia Inc (Air Miles)
Dubai, UAE
01.2002 - 01.2005
- Devised and implemented bespoke CRM solutions for clients; oversaw all day-to-day IT and operations for Air Miles loyalty programme in the region.
- Transformed speed and clarity of communications between offices in UAE and Qatar by creating a new platform that connected the two regions.
MIS Manager
NESTLE WATERS - Ghadeer Mineral Water Co, ATLAS INVESTMENT GROUP
Amman, Jordan
01.1998 - 01.2002
Education
Bachelor of Science - Computer Science & Accounting
09.1993 - 01.1998
Skills
Product Development
Product Management
Loyalty Programs
Leadership
Frequent Flyer Programs
Data Analytics
User Experience
Business Analysis
Financial Modeling
Rewards Management
Digital Engagement
Product Roadmaps
Problem-Solving
Planning and Execution
Timeline
Chief Operating Officer - MUNERO GLOBAL LOYALTY FZCO
01.2020 - Current
Founder and Chief Technology Officer - CITY POINTS LOYALTY CARD SERVICE LLC
10.2017 - 01.2020
Global Product Development Manager - ETIHAD AIRWAYS – GLOBAL LOYALTY COMPANY
04.2015 - 02.2017
Loyalty Products & Service Director - Aimia Inc (Air Miles)
01.2010 - 01.2014
Director of IT & Operations - Aimia Inc (Air Miles)
01.2008 - 01.2010
Operations Manager - Aimia Inc (Air Miles)
01.2005 - 01.2008
IT Manager - Aimia Inc (Air Miles)
01.2002 - 01.2005
MIS Manager - NESTLE WATERS - Ghadeer Mineral Water Co, ATLAS INVESTMENT GROUP
01.1998 - 01.2002
Yarmouk University - Bachelor of Science, Computer Science & Accounting
09.1993 - 01.1998