Andrew Bowyer, Head of Experience and Innovation, MRM MENAT. MRM MENAT has appointed Andrew Bowyer as Head of Experience and Innovation to lead the agency’s experience strategy, service design, and innovation consulting capabilities.
With more than two decades of international experience, MRM MENAT said Bowyer brings a proven track record in bridging the gap between behavioural insight, organisational design, and commercial performance. His appointment reflects the agency’s deepened focus on partnering with clients to evolve beyond campaign thinking and embed customer experience (CX) as a core growth engine across every touchpoint.
This addition to the leadership team reinforces MRM’s commitment to delivering transformative customer experiences for some of the region’s most influential brands.
“Andrew’s appointment reflects the evolution of our client needs. Today, brands need partners who can shape the experience, not just the message – and that requires a deep understanding of business, human behaviour, and modern technology,” said Karim Slim, CEO of MRM MENAT.
“Andrew brings all of that. His leadership will elevate how we partner with clients to solve complex challenges and design journeys that deliver both growth and loyalty,” added Slim.
In his new role, Bowyer will work closely with clients to transform how they engage customers across every stage of the journey. By integrating data, design, and behavioural insight, he will help deliver experiences that are seamless, distinctive, and performance driven. His focus will be on creating long-term value through intelligent customer engagement – reducing complexity, driving loyalty, and strengthening the role of experience as a strategic business driver.
“It’s an exciting time to return to the region, where organisations are not just investing in platforms, but rethinking how experience drives performance,” said Bowyer on his appointment.
“As the lines between selling and serving continue to blur, I’m looking forward to helping our clients create value at every stage, with experiences that are more anticipatory, less effortful, and ultimately more human.”
Prior to joining MRM MENAT, Bowyer led customer experience and innovation engagements at Publicis Sapient and PwC’s Tourism Centre of Excellence, working with clients including the Abu Dhabi Department of Culture and Tourism, Saudi Ministry of Culture, Miral, Dubai Holding, and Diriyah Company.
He also brings global perspective from working with Bose, adidas, and several tourism authorities across Australia.
