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Charles Awad is the Chief Customer Officer of Majid Al Futtaim - Holding.

In his role, Charles works in partnership with the businesses to define the company’s group-wide customer agenda, and is responsible for designing and delivering strategies that will strengthen Majid Al Futtaim brand awareness, value and equity as well as leveraging insights and market-driven data to better address customer preferences, values and lifestyles. He is also responsible for Majid Al Futtaim’s lifestyle rewards programme ‘SHARE,’ research and insights, corporate brand governance and events.

Before joining Majid Al Futtaim, Charles was growth strategy adviser for Allergan, in Zurich, where he devised key strategies and plans to triple the medical aesthetics business by 2025. Prior to that, he was chief marketing and innovation officer for Oettinger Davidoff AG, based in Basel, where he doubled global Davidoff net sales and profit in five years, revamped the Davidoff retail concept and lounge experiences, and launched a highly profitable e-commerce platform which became the number one retail door for Davidoff in the US.

Charles has more than 25 years of experience in building and growing profitable brands and developing high-performance organisations across B2C and B2B businesses, with a successful track record of leading marketing, R&D and commercial teams to deliver game-changing customer centric strategies and disruptive 360 innovation.

Charles spent 17 years with Procter & Gamble, where he held various senior roles in the Middle East and Europe, and was responsible for the strategy development and planning to deliver sustainable portfolio growth and turn around brands across the FMCG business.

Charles holds an MBA from INSEAD as well as master's & bachelor's degrees in industrial engineering from Purdue University in the United States.