Fouad El-Qassem, Product Manager in Dubai, United Arab Emirates
Fouad El-Qassem

Product Manager in Dubai, United Arab Emirates

Member since June 9, 2019
Along with launching a variety of successful consumer and business products over the past 20 years, Fouad is a subject matter expert in marketing technologies and customer loyalty programs. With experience in working with local and remote teams, Fouad's leveraged his expertise to lead cross-functional teams of over 30 people delivering products for clients in banking, retail, telecom, travel, and other industries.
Fouad is now available for hire

Project Highlights

Education

Employment

  • COO

    2020 - PRESENT
    Munero Global Loyalty
    • Led the product roadmap for the core eGift card distribution platform.
    • Led the operations team to fulfill orders for multiple eCommerce fulfillment center.
    • Developed a three-year business strategy to drive business growth and customer-centricity for various products.
    • Structured, hired, and led a fully remote product development team.
  • Founder | Chief Executive Officer

    2017 - 2020
    City Points
    • Developed the full business plan and feasibility study for the product.
    • Developed and owned the customer loyalty product for the City Points program.
    • Managed the underlying blockchain platform to enable real-time customer experience.
  • Global Program Development Manager

    2015 - 2017
    Etihad Airways
    • Built the strategy and operational infrastructure; completed the planning and tendering structure for the product development of global online earn and burn propositions for loyalty programs.
    • Designed a centralized partner operations hub, rolled-out a Salesforce CRM platform, and led the implementation of an accrual-and-redemptions travel shop.
    • Constructed a global, product-management-strategy, and tendering process for loyalty and airline ancillary services, including online purchases, gifting, and transference of loyalty currency.
    • Built-up strong cross-functional relationships; including a collaboration with finance, marketing, and IT to develop and present business cases to key GLC and Etihad Airlines Partners group stakeholders.
    • Developed a partnership strategy and created the structure for the implementation of a global coalition loyalty product portfolio across four frequent flyer programs (Etihad Guest for Etihad Airways, Topbonus for Air Berlin, MilleMiglia for Alitalia, and JetPrivilege for Jet Airways).
    • Generated business development pipeline and processes; devised a unified global partner value proposition.
  • Loyalty Services Director

    2010 - 2014
    Aimia, Inc.
    • Generated more than 500% growth in profit.
    • Spearheaded the transformation of the business culture by establishing and promoting performance-driven and transparency culture, employee empowerment, trust, accountability, team building, and engagement.
    • Designed, developed, and managed innovative high-quality B2B and B2C product and services; introduced new real-time earn and burn product resulting in more than 40% customer spend penetration at Sharaf DG, the largest electronics retailer in the region.
    • Brought operational precision and efficiency to the campaign management, loyalty platform, operations, digital marketing, program office, technical marketing, data services, and contact center departments across the Middle East region for a multibillion transactional coalition loyalty programs as well as B2B proprietary programs for key clients.
    • Employed unique problem-solving skills and techniques to come up with breakthrough solutions.
    • Coached, trained, and mentored high-performing cross-functional remote and local teams; transformed talent development and staff engagement through a comprehensive overhaul of the training, performance management, and succession planning that resulted in over 90% retention rate and more than 70% promotion rate.
    • Led the end-to-end product management strategy and product roadmaps for the region from ideation, research down to the introduction of Agile Scrum methodology and a new program management office (PMO) practice for the region to increase awareness and improve structured delivery across the teams.
    • Enhanced the digital innovation strategy by completing the planning phase for the regional loyalty identification and tracking mechanism strategy to enable innovative product development including mobile card-less loyalty scheme.
  • Director of IT and Operations

    2008 - 2010
    Aimia, Inc.
    • Built a new digital department from scratch; brought function in-house and recruited high performing staff. Increased visitor traffic and customer engagement through targeted and personalized communication channels.
    • Offered enhanced insights into clients, markets and competition.
    • Set up the business intelligence department from scratch.
    • Provided analysis, reports, and insights for corporate and retail partners.
    • Achieved a 25% reduction in the contact center cost by designing and implementing a self-service interactive voice response (IVR) system for the loyalty program across the MENA region for the complete product portfolio.
    • Exceeded targets by beating SLAs and operational KPIs by more than 5% across members and partners’ agreements.
    • Negotiated cost reduction through selection, relationship management, and performance management of key business vendors.
  • Operations Manager

    2005 - 2008
    Aimia, Inc.
    • Delivered a proprietary loyalty program for HSBC in four countries in less than four weeks; also aligned members, participants, suppliers, integration, statementing and quality control for the regional bank program.
    • Started a business process management practice and managed and automated various business process engineering delivering cross-channel earn and redemption fulfillment process and brought high efficiency to the business.
    • Achieved a 300% increase in traffic by revamping a member website product (Airmilesme.com) in three countries as well as Myrewardspoints.com in four countries for the HSBC program.
  • IT Manager

    2002 - 2005
    Aimia, Inc.
    • Devised and implemented a bespoke CRM product for clients.
    • Oversaw all of the day-to-day IT and operations for the Air Miles loyalty program in the region.
    • Transformed the speed and clarity of communications between offices in UAE and Qatar by creating a new platform that connected the two regions.
  • MIS Manager & ERP (Scala)

    2000 - 2002
    Nestlé Waters
    • Implemented an ERP system (Scala) across all business functions delivering high efficiency in manufacturing, sales, and procurement processes.
    • Managed the IT in-house portfolio of the software and hardware.
  • Management Information System Officer

    1998 - 2000
    Atlas Investment Group
    • Delivered a portfolio management system product for an internal customer to manage their customer accounts and funds.

Project History

  • Online Booking Engine
    Increased the number of customers by 40%.

    I developed an online flight and hotel booking platform for customers to be able to redeem their loyalty points for flight tickets or hotel nights.

  • Frame
    Saved resource costs of 27% and achieved a 95% on-time reward delivery.

    Frame is a web-based platform for internal users to manage the product fulfillment process across all clients for all redeemed rewards for the loyalty program.

  • City Points Mobile App
    Developed and owned the customer loyalty product for the City Points program.

    The project centered around an Android mobile app allowing tourists and residents of Dubai to collect and redeem points by performing certain tasks related to market merchants. The app serves customers worldwide and enables registrations to drive increased tourism and retail spending.

  • City Points Website
    Developed the full business plan and feasibility study for the product.

    A consumer web app allowing tourists and residents of Dubai to collect and redeem points by performing certain tasks related to market merchants. The program serves customers worldwide and enables registrations to drive increased tourism and retail spending.

  • Air Miles ME Website
    Increased website traffic by 1,000% and increased customer engagement by 35%.

    A consumer web app enabling users to view loyalty program participating companies, view offers and campaigns, and redeem their points for different rewards. The program serves customers in the Middle East region (primarily in UAE, Qatar, and Bahrain).

  • My Rewards Points Website
    Provided an online presence for our client's HSBC Middle East Bank's new program.

    An online product for premium customers of HSBC Middle East bank where customers can log in to check their points balance and redeem them for bank and other retail products.

  • Rotana Bookers Website
    Provided an online presence for a new program for our client Rotana Hotels.

    A consumer web app for Rotana Hotels’ premium customers enabling them to log in and check their points balance and redeem them for bank and other retail products.

  • Redemption Automation
    Reduced the processing time down from 3 hours to 2 minutes.

    A desktop app that automated the end-to-end points redemption process for the loyalty program, engaged third-party suppliers, and ensured delivery within the agreed-upon SLAs.

  • Real-time In-store Redemption
    Increased customer spending at our partner merchant by 60% and customer engagement by 40%.

    A web app for a coalition loyalty program enabling the customers to redeem their points at participating merchants in real-time and use the points as a payment method.

  • Air Miles 2.0 Website
    Increased member website traffic and customer engagement by 250%; also introduced a personalized web experience.

    A completely revamped web app for coalition-loyalty-program members enabling them to view loyalty program participating companies and their value propositions, offers, and campaigns; also the ability to redeem their loyalty points in real-time for different rewards. The program serves customers in the Middle East region (primarily in UAE, Qatar, and Bahrain).

  • IVR (Interactive Voice Response)
    Saved 30% in customer service department costs.

    A client-server app enabling a 24x7 self-service for the customer to perform major functions like checking their points balance, update their profile, and redeem points.

  • Saudi Holandi Bank Program
    Increased the amount of credit card spending and the number of new customers.

    A bank-wide loyalty program offered to all customers and designed to increase customer acquisition and customer engagement for the bank.

  • CRM Strategy and Implementation (Salesforce)
    Made a global alignment of business development efforts and a unified customer value proposition across all teams.

    I worked for an employer in the airline industry where they had management control over three other airlines and wanted to develop a global strategy for the business development and partnerships team to unify the offering, value proposition, pricing, communications, and streamline the overall process while maintaining a local culture of managing clients.

    I also led the implementation of Salesforce CRM at an airline organization as well as the partnership strategy for the airlines. This project resulted in aligning the entire lifecycle of global clients across four partially owned airlines, unifying the pricing strategy and value propositions, bringing sales teams, partnership teams, finance, and operations under one umbrella.

    The project was extended to include the day-to-day processes of existing clients, so we had all proposals, contracts, transactions, billing, performance, and other related aspects logged and managed on the CRM.

Education

  • Graduate in Negotiation Skills
    2011 - 2011
    Kantar Institute - Dubai, United Arab Emirates
  • Graduate in Leading High-performing Teams
    2010 - 2010
    Kantar Institute - Dubai, United Arab Emirates
  • Graduate in Strategic Development and Problem Solving
    2010 - 2010
    Kantar Institute - Dubai, United Arab Emirates
  • Graduate in Key Account Management
    2010 - 2010
    Kantar Institute - Dubai
  • Graduate in Enterprise Architecture
    2008 - 2008
    Private Institute - Dubai, United Arab Emirates
  • Bachelor's degree in Computer Science
    1993 - 1998
    Yarmouk University - Irbid, Jordan

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