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Petr Klimes
Global Head of Marketing
Abu Dhabi Islamic Bank




 Petr Klimes is the group marketing director and co-head of Digital of ADIB. He joined the bank in 2008 with over 20 years of experience in the banking industry.

Petr Klimes is responsible for building ADIB’s unique brand platform showing that the benefits of ethical finance are for everyone. Through brand development and research, and inclusive marketing strategies, Petr has successfully made ADIB the first to position Islamic banking as an inclusive offering based on the ethics of Islam.

In 2008, he led ADIB’s rebranding exercise, which started with the forward-positioning brand study and culminated with the introduction of the bank’s new positioning and brand identity in 2010.

Additionally, Petr co-leads the execution of ADIB’s digital strategy to ensure that the bank uses the latest technologies to deliver the best customer experience. By emphasising that the true purpose of digital advancement is to enhance the value of human interactions, Petr has developed the bank’s digital strategy and capabilities and spearheaded the development of ADIB’s digital-enabled branch - ADIB Express.

He joined ADIB from Samba Financial Group, where he was the Marketing Director for the corporate bank. The majority of his 20 years of work experience was spent at Citibank. Before becoming the Country Head of Marketing for Citibank in Prague, he held various positions in product development, quality and process management, marketing and sales management in the corporate, SME and retail businesses.

Klimes holds a graduate degree from the Prague School of Economics and part of his study was carried out at the University of Wisconsin. His passion is to build purpose-driven brands.