Air Miles appoints Fiona Leslie as Regional Marketing Manager, Middle East

Air Miles in the Middle East has expanded its management team with the appointment of Fiona Leslie as their regional Marketing Manager, Middle East.

Leslie joins Air Miles from Nectar, one of the UK’s largest and most successful loyalty programmes and will be responsible for overseeing the programme’s innovative direct marketing and brand campaigns in the Middle East markets.

“Fiona brings with her rich international expertise in loyalty marketing and her experience in successfully formulating and driving innovative marketing initiatives made her the ideal choice for Air Miles,” said Dave Battiston, CEO, Rewards Management Middle East (RMMEL), the company behind Air Miles in the region. “In her new role, she will work on streamlining our marketing and communication programmes and introduce new initiatives targeted at both cardholders and participants.

“Through this appointment, we aim to strengthen relationships with our business partners and enhance our reputation as the region’s leading loyalty programme.”

Since its regional launch five years ago, Air Miles has signed up more than one million members in the UAE and Qatar, and partnered with nearly 200 brands. Through the years, the programme has built the largest and most accurate regional retail database to help its participants identify and forecast customer demands.

Previously, Leslie was responsible for launching Nectar for Business and played a vital role in successfully marketing Nectar’s rewards offering through online, direct mail and brand building activity. Prior to this, she worked for Pace Micro Technology in the UK.

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