Charles Awad

Chief Brand Officer Majid Al Futtaim

He works closely with the Group’s different operating companies to shape the overarching brand agenda and drive customer lifetime value. Charles leads brand-building efforts across strategy, communications, innovation, loyalty, customer engagement, and experience, while overseeing marketing investment strategies. He also manages the Majid Al Futtaim corporate brand, leading group-wide media initiatives and company-wide marketing partnerships.

Charles has over 25 years’ experience in building and growing profitable B2C and B2B brands, and has held leadership roles at Procter & Gamble, Estee Lauder and Allergan. He has a proven track record of leading marketing, R&D, and commercial teams to drive game-changing, customer-centric strategies and disruptive innovation.

Before joining Majid Al Futtaim, Charles was the Growth Strategy Adviser for Allergan in Zurich, where he developed strategies to triple the medical aesthetics business by 2025. Prior to that, as Chief Marketing and Innovation Officer for Oettinger Davidoff AG, he doubled the global Davidoff net sales and profit in five years through brand repositioning and breakthrough marketing strategies.

He also spent 17 years with Procter & Gamble in senior roles in the Middle East and Europe, driving strategy development, portfolio growth, and brand turnarounds in the FMCG business.

Charles holds an MBA from INSEAD, as well as a Master’s and bachelor’s degree in industrial engineering from Purdue University.