With more than 20 years’ experience as a marketing and brand leader across the Middle East, South Africa and UK, Aimee joins the Mashreq leadership team to strengthen brand and corporate reputation to drive business growth

Mashreq, one of the leading financial institutions in the UAE, has appointed Aimee Peters as its new Group Head of Marketing & Corporate Communications.

Aimee has over 20 years of experience in Marketing, Communications and PR, across the Middle East, South Africa and the UK. Prior to joining Mashreq, she served as Head of Marketing – Global B2B Coverage & Capital Markets at HSBC, where she was responsible for the development and delivery of marketing strategies across various functions of the bank, including the wholesale, investment and commercial banking divisions.

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In her role at Mashreq, Aimee will oversee brand and marketing activities across the Group focusing on all markets where Mashreq has its presence, and will be responsible for developing and spearheading the bank’s brand strategy, with a focus on digital and mobile channels.

In 2019, Aimee was named as one of the Top 100 B2B Marketing Leaders in Europe. She holds a Bachelor’s degree in English Language & Literature from the University of Manchester, and is a Fellow of the Chartered Institute of Marketing.

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Commenting on the appointment, Ahmed Abdelaal, Group CEO, Mashreq Bank, said: “Aimee will play an integral role in communicating Mashreq’s strategic vision, as we continue our digital transformation journey with a focus on customer-centricity. While we adjust to new ways of living and banking, Mashreq is geared to offering its customers the best and most innovative in banking solutions, underpinned by our digital-first approach. Aimee’s experience in the region and deep understanding of the banking sector makes her the ideal person to take on this leadership role and tell our story, and I am delighted to welcome her as we continue to strengthen our team to meet the ever-growing needs of our customers.”

Aimee Peters added: “Mashreq has created a name for itself as one of the most progressive and innovative banks in the Middle East. I am honoured to be joining at such a strategically critical time, as the company accelerates its digital offering to help people and businesses both recover and thrive in a new, post Covid-19 environment. Mashreq already has a dynamic legacy and a reputation for being a first-mover in the industry, and I look forward to working with the team to ensure marketing is a key driver of business priorities, delivering value for our stakeholders.”

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