Charles Awad runs brand strategy across Majid Al Futtaim, steering the Dubai retail conglomerate through a corporate refounding designed to support its goal of doubling enterprise value over five years.
Majid Al Futtaim operates 29 shopping malls, seven hotels, and four mixed-use communities, drawing 600 million customer visits annually. Awad directs brand frameworks, communications, and customer loyalty after four years leading customer experience across the group.
The live assignment is doubling enterprise value over five years while restructuring marketing operations around artificial intelligence. Unifying brand equity across varied consumer markets remains the immediate operational challenge.
