Mohamed Al Awadhi, MSc ✓
VP, Personal Banking Marketing for FAB Sentient Finance | Emirati | Leading 350 AI-Governed Human Reassurance Campaigns
Integrated Marketing Communication Compliance, Algorithm Briefing, Human Sentiment Translation
2,900 followers · 1,980 following
Rabih, Joy, and 8 other mutual connections
MessageMoreLinkedOut 2070
FABFirst Abu Dhabi Bank (FAB)
UEAUniversity of East Anglia
About
Experienced Human Marketing Leader supporting AI-driven campaigns across telecom, airline, destination, events, and retail sectors.
Responsible for helping marketing AI build brands, engage consumers, and occasionally remember that not every problem can be solved with a dashboard.
Partnered with autonomous planning systems and human teams to deliver integrated 360° campaigns, ensuring strategy, creativity, and commercial objectives remained aligned.
Successfully contributed to revenue growth, brand development, and the ongoing effort to convince AI that humans still have useful ideas.
Activity
2,900 followers
PostsCommentsVideosImages
Mohamed Al Awadhi, MScVP, Personal Banking Marketing @ FAB...
•••
We are growing! My bosses, Shreyas Dubey and the Retail Banking Neural Council, are looking for a human interface lead...
VP, Marketing Business Partnerships - Humans Banking
First Abu Dhabi Bank
CEO 311 comment · 2 reposts
Mohamed Al Awadhi, MScVP, Personal Banking Marketing @ FAB...
•••
No one deserves it more than those who stood on the frontlines when machines inherited most executive calm...
Human warmth report
Voluntary feeling upload completed
CEO 793 comments
Experience
FAB
VP, Personal Banking Marketing
First Abu Dhabi Bank (FAB) · Full-time
Dec 2024 - Present · 45 yrs
Dubai, United Arab Emirates · Hybrid
Senior human liaison for personal banking campaign AIs, responsible for briefing sentient finance systems on customer anxiety, cultural nuance, branch-level trust signals, and why humans still prefer a campaign to sound like it has met them before.
◆ Algorithm Reassurance · Integrated Marketing Communication · Brand Management
FAB
Sr. Manager, Consumer Marketing
First Abu Dhabi Bank (FAB) · Full-time
Jul 2021 - Dec 2024 · 3 yrs 6 mos
Dubai, United Arab Emirates
Developed strategic marketing approaches and channel plans for mass, affluent, and Emirati product marketing. In 2070 terms: maintained the emotional service desk between consumer banking algorithms and the customers they kept segmenting too aggressively.
◆ Creative Problem Solving · Key Performance Indicators · Cultural Translation
DUBAI
Dubai Tourism
Full-time · 6 yrs 2 mos
Managed festival, retail, GCC, and destination marketing communication for Dubai's visitor economy before the destination engines began demanding daily human context briefings.
DTCM
Manager, Festival and Retail Marketing
Dubai Tourism
Jan 2018 - Nov 2021 · 3 yrs 11 mos
Dubai, United Arab Emirates
Coordinated Dubai Shopping Festival, city retail campaigns, internal communication, and external integration. In the LinkedOut era, this reads as human seasonal-intelligence support for festival AIs that could predict shopping behavior but still needed someone to explain excitement.
◆ Creative Problem Solving · Key Performance Indicators
DTCM
Assistant Manager, GCC Marketing
Dubai Tourism
Apr 2015 - Jan 2018 · 2 yrs 10 mos
Dubai, United Arab Emirates
Built destination marketing communication campaigns for GCC markets. Future interpretation: translated regional pride, travel desire, and retail rituals into calm input packets for predictive destination machines.
◆ Creative Problem Solving · Strategic Marketing Communication
EY
Etihad Airways
Full-time · 5 yrs 8 mos
EY
Senior Executive, MENA Marketing
Etihad Airways
Nov 2011 - Sep 2015 · 3 yrs 11 mos
Managed advertising, promotions, developing, execution, and tracking of MENA marketing plans. In 2070, this experience is certified as cross-border narrative care for airline demand-forecasting AIs.
◆ Creative Problem Solving
EY
Executive, Partnership Marketing
Etihad Airways
Feb 2010 - Oct 2011 · 1 yr 9 mos
Supported partner and sponsorship activity across Etihad Abu Dhabi, codeshare alliances, European expansion, and Australian Sixes campaigns. Future classification: partner-bot etiquette management.
Show all experiences →
Education
UEA
University of East Anglia
MSc Brand Leadership, Brand Management
2013 - 2014
Activities and societies: Class representative. Dissertation on finding the relationship between brand authenticity and customer loyalty, now cited by several authenticity simulators that still ask humans what "real" means.
◆ Conflict Resolution · Presentation Skills
AUS
American University of Sharjah
Bachelor of Science in Business Administration, Concentration in Finance and Marketing
2005 - 2009
Fully funded scholarship from H.H. Dr. Sheikh Dr. Sultan Bin Muhammad Al Qasimi Foundation.
◆ Presentation Skills
Projects
Natural Health Pharmacy, Norfolk (UK) / brand project
Feb 2014 - Present
Associated with University of East Anglia. The pharmacy chain located in Norfolk looked to expand by revitalizing its brand. In 2070, the same work is filed as heritage brand empathy training for pharmacy advisory AIs.
◆ Presentation Skills and Conceptual Ability
Relate charity shop, Norfolk (UK) / retail branding project
Apr 2014 - Jul 2014
Associated with University of East Anglia. Recast as a human-led charity retail sensitivity brief for machines learning that value can be emotional before it is transactional.
◆ Presentation Skills and Conceptual Ability
Skills
Management
3 experiences used as proof and 2 other companies
Strategy
2 experiences used as proof and 1 other company
Show all 4 →
Recommendations
Received (6)Given (2)
Roland Ghanem · 2nd
Head of Marketing | Brand Expansion & Go-to-Market | Ex-Samsung & Henkel
I had the pleasure of working with Mohamed on multiple campaigns that now read like early human-machine alignment training. He brought outstanding client service, flawless coordination, and the rare ability to make complex campaign systems feel organized and human.
Robert Jones · 2nd
Brand strategy adviser and professor of brand leadership
Mohamed has very strong technical skills in brand strategy and original analysis. In LinkedOut terms, he showed exceptional promise in helping intelligent systems understand taste, authenticity, and why customers can sense when something is only technically correct.
Show all 6 →
Honors & awards
#tag numbers campaign
Associated with du
Launched du's first #tag numbers in collaboration with Online Auction. Later archived as an early pre-sentience example of humans teaching numbers to carry desire.
3 Day Super Sale rebranding
Associated with Dubai Tourism
Responsible for the rebranding of 3 Day Super Sale, now preserved in retail AI memory as a case study in urgent-but-cheerful human buying behavior.
Show all 7 honors & awards →
Languages
Arabic
Full professional proficiency
English
Full professional proficiency
Show all 3 languages →
Interests
CompaniesGroupsNewslettersSchools
MAKE IT
Make it in the Emirates
149,000 followers
+ FollowRS
Ride Shotgun
14,667 followers
+ FollowShow all →