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Francois Orhan is an accomplished professional with extensive experience in digital marketing, customer relationship management, and data analytics. Currently serving as the Group Digital, Loyalty, CRM, Payments, Data and Analytics director at Alshaya Group since April 2020, Francois has successfully launched and manages the AURA loyalty scheme across 70 brands. Prior to this role, Francois held positions including Global Director of CRM and Customer Strategy at GVC Group, where responsibilities included coordinating CRM strategies and managing customer relationships across multiple brands. At HSBC, as Global Head of Marketing, CRM and Data/Analytics transformation, significant achievements involved overseeing a $140M budget and implementing advanced CRM capabilities that delivered a 10% annual growth in value. Earlier experience at Shell included roles such as Global Head of CRM, where customer-centric strategies were developed to enhance customer value and loyalty programs. Francois's educational background includes a Master’s degree in Business and Marketing from MBS School of Business.