Sommer Sawchuk

Creating Customer-Led Growth | Sr. Director Strategy @ Miral Destinations | Champion for Women’s Wealth Literacy | INSEAD GEMBA 2024

16.9 yrs experienceConsumer Services

Mar 2024Added yesterday

The move

MoveAmazon → Miral Destinations

TitleHead of Operational Excellence - Customer Experience, Middle East & North Africa → Senior Director, Strategy

LocationDubai → Abu Dhabi

Career arcRecent arrival

Cross-border moveNo — same country

Native languageEnglish

Years in UAE11.5

Total experience16.9 years

Career arc

Senior Director, StrategyMar 2024 — Present
Miral Destinations· Abu Dhabi, Abu Dhabi Emirate, United Arab Emirates· Full-time
Head of Operational Excellence - Customer Experience, Middle East & North AfricaOct 2020 — Mar 2023
Amazon· Dubai, United Arab Emirates· Full-time
Head of Customer Experience, CommercialNov 2018 — Sep 2020
Etihad Airways· Abu Dhabi, United Arab Emirates· Full-time
Senior Program Manager - Customer Experience TransformationJul 2016 — Nov 2018
Etihad Airways· Abu Dhabi, United Arab Emirates· Full-time
Program Manager - Product and Customer ExperienceOct 2014 — Jun 2016
Etihad Airways· Abu Dhabi, United Arab Emirates· Full-time
Project Manager - Digital and Technology TransformationSep 2013 — Sep 2014
Etihad Airways· Abu Dhabi, United Arab Emirates· Full-time
Business OwnerJan 2010 — Jan 2013
saf & benjamin baby boutique· Yaletown, Vancouver, BC· Full-time
Customer Relationship Management ManagerJun 2005 — Jan 2007
BHP· Ekati, BHP Billiton Mine Site· Full-time
Customer Service ManagerMay 2003 — Aug 2003
Arctic Sunwest Charters· Yellowknife, Northwest Territories, Canada· Full-time
Passenger ExperienceOct 2001 — May 2002
Sun Cruises, Inc.· Full-time

Education

Zhejiang University
Intensive Mandarin Immersion - University Summer Program · Language2007 — 2007
INSEAD
Global Executive MBA · Business Administration and Management, GeneralOct 2022 — Jan 2024
The University of British Columbia
Bachelor of Arts (BA) · History2007 — 2010
Mount Royal University
Bachelor of Arts - BA Yr 12005 — 2006

Languages

Top skills

Customer Value PropositionAirport LoungeCustomer Service OperationsCustomer Relationship Management (CRM)Programme GovernanceEnterprise Resource Planning (ERP)

About

I specialize in leading strategy, transformation, and commercial growth initiatives for regional and global organizations across multiple sectors. With deep expertise in strategic planning, market positioning, customer experience differentiation, and operational scaling, I focus on delivering sustainable growth, market share gains, and long-term value creation. My experience bridges both corporate and entrepreneurial environments, allowing me to drive strategy and execution at pace. I have led the design and delivery of complex, large-scale digital and technology programs within established organizations, ensuring alignment between business priorities and digital investment. I have also built and scaled digital platforms in early-stage startup environments, operating through highly agile

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