Dr. Alya Alfardan as Vice President & Head of Future Proof Marketing at First Abu Dhabi Bank (FAB), she spearheads the design and execution of marketing strategies that align with business objectives, market trends, and financial targets. Her role involves managing agency relationships, restructuring teams, and implementing data-driven marketing plans that drive performance across various segments. Notably, she led the repositioning of key sub-brands and integrated data systems to enhance customer journey performance, resulting in significant increases in engagement and conversion rates.
Dr. Alya’s been recognised for transforming brands like FAB Islamic and National Housing Loan in First Abu Dhabi Bank and FAB Lending Facilities into market leaders by leveraging cutting-edge digital marketing techniques and fostering culture of creativity and collaboration. She managed to deliver marketing strategies that boosted sales volume and ROI by leveraging AI marketing and CRM tools. Certified leadership from NYU Abu Dhabi University.
Dr. Alya has recently awarded with and Honorary Doctor of Business Administration from a prestigious University in USA in recognition for her outstanding contribution, remarkable business achievement, exceptional contribution to the society and unwavering commitment to excellence plus additional certificate received locally honoring her earlier accomplishment as best Emirati role model of the year and outstanding performer in the bank.
Her distinguished leadership strategy is stemmed from her treasuring the essence of people and unleashing their true potentials and this is well-translated in her day to day people management and coaching where she devotes her time to invest in her team’s strengths in helping them pave the way for better market opportunities and overcoming their challenges , “ to be a good leader you need to believe in you people as there are the core foundation for any true achievement” quotes Dr. Alya.
Dr. Alya’s career is also marked by her recent volunteer to be part of a new engagement program in FAB appointed as an engagement embosser. This role will focus in influencing each business heads to explore the hidden opportunities within their area and identify SMART( Specific, measurable, achievable, relevant, time-bound) plan to translate these opportunities into actionable tactics.
Dr. Alya’s exceptional strategic vision as a leader is distinguished by her focus on digital transformation. Her initiatives include launching successful CRM-driven campaigns and optimizing better lead quality and mobile app performance, which led to a remarkable 152% surge in Islamic and National Housing Loan segment digital growth. She also built a media model focusing on CPA, business budget, and marketing spending, increasing ROI by 10% and ROAS by 15%,showcasing her expertise in leveraging technology and best media model approaches to marketing best marketing practices and enhance customer experience.
Her earlier roles at FAB included Assistant Vice President of Social Media and Manager of Acquisition, where she developed conversion-focused strategies, managed social media budgets, and executed bilingual campaigns targeting diverse client segments. Her strategic prowess was evident in her successful management of social media advertising and content strategies, which significantly boosted brand visibility and engagement.
Before joining FAB, Dr. Alya gained valuable experience at National Bank of Abu Dhabi as a Community Specialist and Project Manager, where she facilitated client networking and developed innovative product schemes to drive revenue growth. Her career began with roles at Barclays Bank, Dubai News Center, and various banks, where she honed her skills in HR, journalism, and customer service.
Dr. Alya’s educational background underscores her commitment to innovation and leadership. She holds a Master’s in Science of Innovation and Change Management from Hamdan Bin Mohamed Smart University and a Bachelor’s in Public Relations and Advertising from Zayed University. Her technical proficiency includes expertise in AI tools, Microsoft Dynamics 365, and various CRM platforms. Dr. Alya Alfardan’s career is a testament to her strategic vision, digital expertise, and leadership. Her ability to drive growth and innovation has solidified her reputation as a key player in the banking and marketing sectors, positioning her as a leading force in shaping the future of financial services.
Linkedin : Alya Al Fardan
