The Entertainer, the Middle East’s established lifestyle membership and rewards platform, has announced a strengthened senior leadership team to lead the next phase of its growth, under the direction of its board and shareholders. Abdulla Almoayed has been appointed Chairman. 

Working with the Board and the company’s shareholders, Almoayed will guide the Entertainer’s next chapter as it invests in product, technology, data and customer experience, building on 25 years of trusted membership across the region. Almoayed brings extensive experience across financial services and technology in the region.

It operates across the GCC, working with thousands of merchant partners and serving more than 370,000 active app users, giving members savings and access to experiences across dining, leisure and lifestyle.

The Entertainer also powers loyalty and lifestyle programmes for financial institutions and enterprise partners, it stated.

The company has also appointed a series of senior leaders across its core functions:

*Louay Akkad, VP of Engineering – previously a senior engineering leader at Fresha, where he helped build and scale one of the regions most successful consumer technology platforms

*Waseem Akram Syed, Director of Data and Analytics – who brings deep experience building data and analytics capabilities, including at Kitopi

*Amira Eldin, VP of People – who has built and led people functions at some of the region’s fastest growing companies, including Tamara.

They join a leadership team anchored by Yamen Fakhreddine, Chief Financial Officer, who leads the company’s finance and operational functions alongside Dariush Kamyab and Keith Jaggard who continue to lead the company’s marketing and commercial functions.

Together, the team combines new external expertise with experienced leaders from within the business, and will lead the Entertainer’s evolution into a more personalized, data-led and consumer centric platform – deepening engagement for members and creating more effective ways for merchant partners to reach and build lasting relationships with customers.

On his new role, Almoayed said: "The Entertainer is one of the region’s most recognised lifestyle brands, built over 25 years on the trust of our members and merchant partners. The opportunity is now simple to say and hard to do: turn a brand people know into a product they can’t live without. That means obsessing over experience, and not just the offer."

"We have an exceptional foundation, and now a team and an opportunity to build something even more personalized," he added.

The company’s transformation will build on the Entertainer’s established position and extensive network of members and merchant partners across the region.

The Entertainer said it will announce further details of its product roadmap and new customer experiences in the coming months.-TradeArabia News Service