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Boutros is responsible for all marketing and communications activities for the Emirates Group which comprises Emirates, the world’s largest international airline; dnata, one of the world’s largest integrated air services provider; and more than 50 other brands and businesses under the Group umbrella.
Since he was promoted to head the marketing and communications function in 2009, Boutros has led the transformation of the department and propelled the Group’s brand and marketing success into the digital world.
Today, Boutros oversees a team of over 250 professionals specialised in advertising and creative services, marketing communications, public relations and internal communications, sponsorships, customer insights, customer strategy and retention, digital marketing and analytics, digital UX for web and mobile channels, as well as events and merchandising. In addition, he oversees more than 200 global agencies, representing the full marketing spectrum, in delivering creative, integrated marketing communications solutions and campaigns.
Boutros joined the Emirates Group in 1991 as Media Relations Manager for the Middle East. He then took on roles of increasing responsibility, including Senior Vice President – Media Relations, Sponsorships & Events, from which he was promoted to his current role. In his nearly 30-year career at the Group, Boutros has played a central role in building and activating the company's global brands as a strategic tool to deliver business results.
Boutros sits on the Boards of the Dubai Film and TV Commission, Dubai Parks and Resorts, and he is also a trustee on the Board of the Emirates Literature Foundation.
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