CAFU appoints Jeff Baker as chief experience officer

CAFU appoints Jeff Baker to newly established role of chief experience officer.


CAFU, a global on-demand fuel delivery and vehicle services company, announced the appointment of their first-ever chief experience officer (CXO) to support the drive towards making life better through convenience and connected mobility.

In this newly established role, Jeff Baker will focus on developing CAFU’s customer journey, ensuring a fully integrated experience by partnering with the Product and Technology teams. Jeff will oversee CAFU’s marketing, growth, data analytics, customer experience and sustainability teams, while using data to drive business results and embed customer-centric strategies across the entire company.

“We are delighted to have Jeff join our team. As we continue to grow rapidly and evolve as a business, this role is critical in developing new ways to elevate the customer experience” said Rashid Al Ghurair, Founder and CEO, CAFU.  “We look forward to benefiting from Jeff’s expertise in developing and activating strategies that build customer advocacy, and in mobilising our sustainability and community engagement plans.  After reflecting on how far we’ve come this year as well as how much we have achieved, this new leadership role will allow us to continue to position our business for growth and to capitalise on opportunities that further align with our company’s vision.”

Jeff brings several decades of global expertise in Customer Relationship Management, Loyalty, Brand and Marketing.  He has worked across Hospitality, Financial Services, and Retail in both traditional and digital business models – and spearheaded the omnichannel evolution at Al Tayer Group.

“I am delighted to have the opportunity to align customer experience, technology and operations, to create a world-class experience for our customers” said Jeff Baker, Chief Experience Officer, CAFU. He added “In addition to having strong operations, an attractive business model and a leading position in the industry, I have always admired CAFU’s level of focus when it comes to executing on its business objectives. I look forward to working with the rest of the leadership team and our talented employees to build on this strong foundation.”