Samson Arega Bekele

About Samson Arega Bekele

I am a seasoned global executive with over a decade of leadership experience across international markets. As Group Vice President of Customer Experience at Ethiopian Airlines, I lead strategies that elevate service excellence, strengthen brand loyalty, and transform the end-to-end passenger journey across one of the world’s fastest-growing airlines.My career has been defined by results and progression. From Assistant Marketing Officer to Country Manager in Kuwait and Canada, I navigated diverse markets and steered operations through the COVID-19 pandemic while achieving strong financial performance. Later, as Regional Director for the USA, I spearheaded market expansion, boosted customer satisfaction, and generated over $550M in annual revenue through new route development and commercial growth.Today, I extend my influence globally. I serve on the Board of Directors of the Airline Passenger Experience Association (APEX), collaborating with industry leaders to shape the future of passenger experience worldwide. I also sit on the Board of Directors of Zambia Airways, helping to guide strategy, strengthen governance, and expand regional connectivity. In addition, I contribute to global thought leadership as a member of the Harvard Business Review Advisory Council, where I engage on innovation, strategy, and management practices. I hold a BA (Honors) in International Trade & Investment Management and an MSc in Integrated Marketing Communications, complemented by executive education at Harvard Business School and London Business School.My leadership has earned recognition including Businessperson of the Year (2021), an Honorary Doctorate, the U.S. Presidential Lifetime Achievement Award, and being named an Honorary Citizen of Georgia (USA). I have also been invited to share insights at Harvard University, Columbia Business School, and the University of Mississippi, reflecting my role as both a practitioner and thought leader.My expertise spans business strategy, negotiation, operational excellence, customer-centric transformation, stakeholder engagement, and global sales leadership. I am passionate about shaping the future of aviation and influencing broader business innovation — setting new standards in service delivery, organizational performance, and sustainable growth across industries.

Experience

1. Vice President of the Board of Directors

   APEX (Airline Passenger Experience Association)

   Jan 2026 — Present

Education

• University of Mississippi

  Master of Science in IMC, MSc in IMC

• Trinity International University-Florida

  Honorary Doctorate , School of Business

• London Business School

  Executive Education , Boeing Executive Leadership Excellence

• Addis Ababa University

  Master's Degree, Marketing/Marketing Management, General

• Harvard Business School

  Business Analytics, Economics for Managers, and Financial Accounting

• Adama Science and Technology University

  Bachelor's Degree, Graduated top of my college’s Faculty, International Trade and Investment Management

Skills

• Microsoft Office
• Sales
• Product Development
• Analysis
• Business Development
• Sales Operations
• Customer Service
• Strategy
• Marketing Strategy
• Membership Development
• Marketing Research
• Business Planning
• Negotiation
• Marketing
• Strategic Planning
• Market Research
• Airlines
• Pricing
• Management