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Fatima da Gloria

Global Brand Director
Air France-KLM Group


Fatima da Gloria is Global Brand Director for Air France-KLM Group, a major global air transport player in Europe. She established this new function, following the work she led on the dual brand strategy for KLM Royal Dutch Airlines and Air France after their merger. That work also entailed KLM’s repositioning and translation into a renewed strategy for international communications and design identity.

Fatima’s primary mandate as Global Brand Director was to introduce brand portfolio thinking and brand management tools across the Group. In a few short years, her leadership has resulted in a number of achievements towards those goals:

•   Initiated brand performance study running in 30 countries
•   Renewed the identity of the Group
•   Developed brand assets management tool for all Group businesses
•   Established brand positioning model leading developments across Group brands
•   Steered engagement of field offices and key departments as brand ambassadors
•   Restructured the B2B/B2T communications strategy
•   Revised bluebiz, the corporate loyalty program
•   Overhauled the customer loyalty program, Flying Blue

Prior to her current position at Air France-KLM Group, Fatima was Director Brand & Communications for SkyTeam. She was responsible for the growth of the global alliance brand with 19 member partners in key markets around the world. The alliance members, including Delta, Alitalia, China Eastern, Korean Air, Saudia, Kenya Airways, and China Airlines are far-flung, flying 612 million customers yearly to 1,052 destinations in 177 countries.

Most notably, Fatima helped establish the central office as part of SkyTeam management, reshaping the reputation from an “alliance of left-over brands” to the most customer-driven alliance. In the process, she became an expert in international business, diplomacy, and multi-stakeholder management, in guiding 10 new members through their joining process.

One of Fatima’s milestone accomplishments was to raise the image and brand awareness of the alliance in China, a growing market. She introduced the first globally branded service program, SkyPriority, and made the alliance brand come to life through SkyTeam branded lounges, co-located airports, SkyTeam liveries, as well as the digital and social space.

With 25+ years of industry experience, Fatima is invited to present and lecture on branding at international master classes and events. She holds an advanced diploma in marketing.