Donna Glasper

Donna Glasper is the Executive Vice President – Brand, Marketing & Customer Experience at Shamal Holding, where she leads the organisation’s integrated brand, marketing, communications, and customer experience strategy. Her remit spans brand strategy, marketing transformation, communications, digital and performance marketing, and end-to-end customer experience, with a focus on delivering measurable impact at scale. She is also a member of Shamal Holding’s leadership team.

Working closely with senior leadership, Donna drives a customer-first, data-led approach to brand building ensuring alignment with the company’s long-term vision, commercial objectives, and commitment to delivering world-class customer experiences. She is recognised for building high-performing teams, strengthening brand equity, and translating insights into strategic growth opportunities across diverse sectors.

Across her career, several defining moments have shaped her leadership approach. She played a key role in building the foundation of digital marketing across global brands, followed by scaling customer-centric capabilities at Emirates. In the hospitality sector, she unified brand, data, and customer experience through integrated systems to drive commercial value. She has also led organisational transformation efforts, repositioning marketing into a strategic growth engine, and consistently elevated customer insights into a core decision-making driver to generate long-term brand value.

Donna brings over 15 years of global experience across aviation, hospitality, F&B, and investment-led organisations. Prior to joining Shamal Holding, she held senior leadership roles at Hilton, where she led regional marketing and e-commerce strategy across EMEA for over 300 hotels and 18 brands, driving market share growth and brand development. Earlier, she led digital, data-driven marketing transformation at Emirates, advancing global customer marketing capabilities and contributing to major brand milestones, including industry recognition as the world’s leading airline.

She is also the Co-Founder and former COO of HeroGo, a UAE-based sustainable grocery venture focused on reducing food waste and building more responsible food ecosystems. Under her leadership, the business scaled rapidly, delivering over 100,000 orders, achieving strong customer retention, and contributing to meaningful environmental and social impact.

In addition to her corporate leadership, Donna has worked as an independent marketing consultant, advising organisations across hospitality, travel, retail, and sustainability on brand strategy, growth marketing, and communications.

Donna is passionate about the intersection of creativity, analytics, and operational excellence. She is committed to leveraging emerging trends, transforming customer insights into impactful strategies, and mentoring the next generation of marketing leaders.