Diane El Hachem

Co-Founder at Related

Diane El Hachem is a marketing thought leader who embarked on her marketing career 17 years ago, and has been active in different industries including IT, Retail, Media, Telecom, F&B and Entertainment. She’s the co-founder of Related and currently heads Strategic Partnerships at the company. Diane has a track record of successfully translating plans into execution while keeping it locally relevant as well as consistent with overarching global and regional imperatives.

Over the years, she has built strong alliances and joint marketing campaigns with more than 200 partners in the Telecom, Banking, Retail, F&B, IT, Entertainment and Media industries across Europe and the Middle East region. Before Related, she worked with Seagate Technology, leading IT storage provider, for more than 8 years, where she was promoted to Channel Marketing Manager for Europe, Middle East & Africa - some of the more challenging markets. There, she successfully led projects with top players like Amazon and Best Buy.

When it comes to partnerships in the loyalty industry, Diane strongly believes in the power of experiential rewards that help brands move from a transactional connection to an emotional interaction with customers. In a nutshell, she wants to keep creating moments of magic that ensure Loyalty. She helped many organizations design reward programs around clients’ customer journeys and build strong partnerships and alliances to improve visibility and boost revenue with successful loyalty campaigns.

Diane succeeded in designing and implementing an award winning unique coalition program including 150+ different brands for one of the biggest Real Estate companies in the region. Her go-getter attitude proved particularly worthy in challenging environments and periods, like the COVID-19 pandemic, when in only a month’s time she elevated the partnership network for a leading telecom operator in Kuwait, who in that same year received an award for the Best Loyalty Program.

Diane is also part of WiiN Global - Women in Incentives Network, a space for top female leaders, female founders, and entrepreneurs in the global Incentive and Loyalty industry. Being part of such "think tanks", Diane, is able to empower female leaders to drive positive change across the industry.