Pete Lysak

Pete is a brand, marketing, and research expert with a clear purpose: to identify simple ideas, so that people engage with positive outcomes. For the last 25 years he has been bringing quantifiable value to businesses at various stages of development: from startups to global leaders. Dubai based, Pete is an active player and Advisor in the vibrant incubator / startup ecosystem in the Region. Over the last 9 years, Pete has 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 relaunched FP7 McCann, a leading agency in Saudi, turning it around from a money-losing operation to a thriving market re-defining player. Before moving to GCC Pete led a full relaunch of WIZZ Air, a principled low-cost airline with a powerful drive to expand in the EU and the Middle East. In his previous roles, he was a VP/Managing Director at a top global marketing organization McCann, with full P/L responsibility, leading brand and integrated marketing teams in Europe 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 banking and financial services, travel & tourism, retail, real estate, media & entertainment and pharma. Pete holds a Leadership in Professional Service Firms diploma from Harvard Business School, an Executive MBA from the University of Calgary, certification in Marketing and Advertising from New York University, and a BA in Psychology and Drama from the University of Alberta. His personal passions include sustainability and talent development.