The VP – Commercials is responsible for leading the commercial strategy, financial performance, and monetization of the Darna loyalty programme, ensuring sustainable revenue growth, profitability, and strong economic foundations across all loyalty products, partnerships, and initiatives. This role oversees commercial planning, pricing and funding models, business case governance, and strategic partnership monetization across the Aldar ecosystem. The VP – Commercials ensures disciplined investment decisions, scalable commercial frameworks, and measurable value creation for Aldar, partners, and members.

• Define and lead the commercial strategy for Darna’s loyalty products and propositions, ensuring clear value creation for Aldar, partners, and members.
• Establish scalable pricing, funding, and monetization models that balance member attractiveness with financial sustainability.