Ali Bin Zayed Alfalasi
Ali Bin Zayed Alfalasi is a senior executive and board leader shaping the future of retail, mobility,
and customer ecosystems across the Middle East and emerging markets. He currently serves
as Acting Chief Retail Officer and Senior Vice President of Marketing at Emirates Petroleum
Company (Emarat), where he is responsible for enterprise performance across fuel and non-fuel
retail, digital growth, customer experience, loyalty ecosystems, partnerships, and asset-led value
creation.
Ali operates at the intersection of strategy, execution, and governance, with a track record of
translating long-term vision into measurable commercial outcomes. Under his leadership,
Emarat delivered sustained retail volume growth, transformed non-fuel businesses into scalable
profit engines, optimized capital allocation, and built one of the region’s most impactful loyalty
ecosystems surpassing one million users and delivering material EBITDA uplift.
He is recognized as a market innovator, having led several regional and global firsts, including
the world’s first fuel-station naming rights model (Project Landmark) and the introduction of
crypto payments in fuel retail. His work has expanded beyond national borders,
spearheading international market entry across CIS and Arab marketsthrough government-togovernment engagement, embassy-led diplomacy, and strategic ecosystem partnerships.
Ali brings deep experience in public–private partnerships (PPP), governance, and value-formoney oversight. He serves on executive and board committees focused on investment, real
estate monetization, capital discipline, and commercial governance, ensuring growth is both
scalable and sustainable.
In parallel, Ali is a Board Member of the UAE OCR Federation and Chairman of the
Investment, Events & Marketing Committee, contributing to national sports development
strategy, institutional governance, and long-term investment planning. He previously served
as Vice President of the Dubai Youth Council, advising on leadership, policy alignment, and
national talent initiatives.
Ali holds a BSc in Civil Engineering, completed executive education at Harvard Business
School and Kellogg (Northwestern), and is currently pursuing an Executive MBA at
Georgetown University. He is bilingual in Arabic and English, and is known for his ability to
bridge government, corporates, and innovation ecosystems to deliver enduring impact