Kashmira Motiwalla

Kashmira is an avid people and customer advocate that believes building lasting relationships is at the core of every successful business. 

A dynamic and results-driven leader, Kashmira has played a pivotal role in shaping the landscape of customer loyalty for over 28 years, consistently delivering groundbreaking initiatives that not only captivate audiences but also drive tangible, sustainable results for businesses.

In her current role (2018 to 2025) Kashmira pioneered an innovative, digital-first loyalty ecosystem and currency, to unify the vast Majid Al Futtaim estate making it central to their customer’s everyday life and successfully driving double digit revenue incrementality. In its creation and management, she transformed traditional loyalty paradigms by championing an unwavering emphasis on customer choice and flexibility, and creating a dynamic, adaptive system that resonates with diverse audiences.

Prior to this, Kashmira was with Emirates (2000-2018), where she helped establish Skywards, the multi award-winning loyalty programme for the airline. She managed multiple portfolios from Strategy and Design to Commercial, Analytics and Marketing and oversaw the cross-functional operation of the business. 
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Her foray and passion for loyalty started early in her career (1996-2000), when she designed a customer proposition for the UAE-based lifestyle group Allied Enterprises LLC, which industry experts ICLP called out as the region’s first true retail customer loyalty programme, for its unique CVP and strong use of data. 

As an architect of transformative loyalty programs, Kashmira stands as a trailblazer in the Customer Loyalty Industry, and was recognized with the ‘2024 Global Loyalty Leaders Award’ at the International Loyalty Awards, for her role in shaping the future of loyalty with her forward-thinking mindset and strategic acumen. Kashmira places a premium on customer centricity and ensures that every loyalty program under her stewardship is tailored to meet the evolving needs and preferences of the modern consumer.

A testament to Kashmira’s impact, the loyalty programs she has spearheaded have garnered widespread acclaim, earning numerous prestigious awards. This recognition not only attests to the innovation and creativity infused into these programs but also underscores the tangible positive impact they have had on customer engagement and brand loyalty.