Frederic de Melker was appointed Managing Director of Personal Banking at RAKBANK in December of 2017. Frederic is currently running the Bank’s entire personal banking segment, which entails building and implementing strategy, growing the sales volumes, diversifying the product portfolio, and expanding on services offered to all individual customer segments. Frederic consistently follows a customer-centric approach when launching new products and services. His experience and strong knowledge in the banking field expands into the delivery of end-to-end digital channels and digital transformation that aims on enhancing customers’ banking experience. That being said, Frederic trusts that constant contact with customers’ through relationship management creates an appropriate balance with the digital element of banking. Over the last 20+ years, Frederic has held various senior positions across international and regional banks, with robust exposure specifically in the Middle Eastern markets.