Dubai First, the leading consumer finance company from Dubai Group and member of Dubai Holding, has today announced the appointment of Amit Marwah as Senior Vice President and Head of Marketing and Communications. The move comes as Dubai First re-aligns its marketing strategy to increase its overall market share and achieve its mission of attaining leadership in the cards issuing space in UAE.

In his role, Amit will be responsible for maximising both customer experience and business growth by leading all marketing, communications and product development strategies for Dubai First. The company’s product portfolio currently comprises various financial products targeting different segments of the consumer and corporate markets; It includes the signature and ‘by invitation-only’ Royale Card, the Emirati Card – an exclusive platinum card for UAE Nationals plus a host of other innovative Visa and MasterCard products.

With over 14 years of experience within the financial services industry, Amit brings with him a proven track record of strategic management and implementation across all aspects of cards marketing and product development.

Commenting on Amit’s appointment, Ibrahim Al Ansari, CEO Dubai First said, “I am delighted to welcome Amit to our team. His breadth of experience, successful track record spanning over a decade, and solid understanding of the business makes him the perfect candidate.”

In his previous role, Amit was Head of Cards Issuing Business with the Commercial Bank of Qatar in Doha. Prior to that, he held the position of Vice President and Head of Product Management and Alliances at ABN Amro Bank in India. Amit has also held two positions with SBI Cards, a joint venture of GE Capital and State Bank of India, in addition to being a founding member and Director of two Citicorp Private Equity Ventures in India.

Amit holds a B.A. in Economics from Shri Ram College of Commerce, Delhi University and an MBA from the International Management Institute (I.M.I), New Delhi.