With 20 years of experience in Marketing and business development, Rola El Amine amassed a unique combination of expertise in a variety of industry sectors. Throughout her journey, which started by building brand equities with multinational advertising agencies (Publicis group, BBDO), and led her to one of the top retail banks in Dubai (RAKBANK) to manage its advertising and product design strategies, Rola followed her passion for humanity and belief in the equal financial opportunities for every individual so she entered the world of financial inclusion by joining Vitas group, the financial provider for micro, small and medium enterprises.
Rola utilized all of her previous experience and capacity to lead on the development and implementation of strategic Marketing, PR and CSR plans for Vitas Iraq as well as heading strategic group-level initiatives such as Vitas branding, customer centricity & market research unit, and gender diversity. She also served as People and Capability Builder by engaging and motivating individuals and teams to maximize their performance, and unleash their capacities.
After developing long years of operational and customer experience with Vitas, and acquiring a strategic vision towards business growth, Rola was designated to join the digital transformation team at the headquarters level as the manager of digital business innovation lab.
The innovation lab was developed as part of the digital transformation strategy by Vitas Group to design innovative business models, promote design thinking and support identifying new business use cases that address customers pain points. Through building digital-first partnerships, the lab created a double bottom line impact on the business and social growth in areas of gender, environment and more. The lab works in a sandbox environment to accelerate the design, prototyping and scaling of new business models for all the subsidiaries of Vitas group.
The passionate entrepreneur never passed up an opportunity to learn and share her extensive experience. She has participated as panelist in several conferences, recently in Sanad’s webinar on “How to fill the gender gap”, in SEEP Annual Conference, DC 2017 on “Financial Inclusion of People with Disabilities”, CGAP Customer Centricity and Digitization conference, Tanzania 2016, panelist in CGAP webinar on “Business resilience strategies in conflict areas”, 2016 and as a trainer in Sanabel Microfinance Network conference, Dubai 2014 on “Best Practices in Marketing strategies to target youth”. Finally, Rola has just received her INSEAD certificate with distinction, completing the online program “Building Digital Partnerships and Ecosystems”.
To crown all of her achievements, Rola Al Amine is fully dedicated to make a change and support businesses for sustainability which will create a bigger turnkey digital & social impact globally, by contributing to innovation through partnerships & alliances, and detecting the potential and the overall journey of each entrepreneur. All of this has already resulted in several success stories in different industries, markets and segments.
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