Karen Crummer Appointed as Head of Marketing Communications at Arab Financial Services

Karen Crummer, MSc, BA has stepped into a new leadership role as Head of Marketing Communications at Arab Financial Services, bringing with her over a decade of experience across financial services, global brands, events, and education markets spanning the MENAT and Sub-Saharan Africa regions.

A versatile marketing leader with a strong academic foundation, including an MSc in Marketing (First Class) and a BA (Hons) in International Business Management, Karen is recognized for delivering integrated marketing strategies that combine creativity with commercial impact. In her previous role with Emirates NBD Digital, she led group-wide marketing initiatives across fintech partnerships, digital transformation, and UX, successfully launching 360-degree campaigns, strategic collaborations, and innovation programs that strengthened regional brand positioning.

Her career also includes senior leadership roles at Pandora (MEA) and key contributions within government and private sector organizations, where she consistently elevated brand visibility, customer engagement, and market relevance.

In her new role, Karen is set to drive strategic communications, strengthen brand equity, and support business growth through impactful, innovation-led marketing initiatives.