Pete LYSAK

Principal Consultant

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Over the last seven years Pete led brand strategy and integrated marketing for two successful digitally led startup launches in KSA: aviation (flyadeal) and telco (Jawwy from STC). He has also led a consultancy project on agility for Landor in Dubai, the leading brand consultancy in the region.

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Prior to that Pete conceptualized and executed brand relaunch for WIZZ Air, the innovative and principled low-cost carrier with HQ in Budapest, Hungary.

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In his previous roles he was a VP/Managing Director at a leading global marketing organization McCann, with full P/L responsibility, leading brand and integrated marketing teams in Europe, in ME and in Africa for such marquee clients as Coca-Cola, Nestlé, L’Oréal, Master Card, Unilever, Anheuser-Busch InBev, Opel-General Motors, as well as brands in telco, aviation, banking and financial services, travel & tourism, e-commerce, mobile apps, retail, real-estate, media & entertainment and pharma.

Pete is both creative and analytic, builds high performance teams and drives collaborative cross-function culture.

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He engages with the clients to build brands with purpose, to provoke integrated conversations that have the power to stick,  and to align the organization around analytics-based customer insight.

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Pete earned an MBA from the University of Calgary and a BA in Psychology and Drama from the University of Edmonton.  Further education includes a Certificate in Marketing and Advertising from New York University and a Diploma in Leadership in Professional Service Firms from Harvard University. He is an alumnus of McCann Worldgroup Executive Leadership Program.

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Pete is a dual Canadian and Polish citizen.  He is married with two grown children and his personal passions include sustainability and talent development.