Complex Made Simple

Grass Roots Middle-East appoints new General Manager

The Grass Roots Group has announced the appointment of Jason De Winne as the new General Manager of Grass Roots Middle East and North Africa.

Jason De Winne joined Grass Roots earlier this year as the Director of Business Development. Grass Roots is a leading global business improvement specialist and Jason will play a vital role in expanding their influence in this region.

Jason has more than 15 years experience in loyalty marketing which clearly demonstrates his deep knowledge and strong commitment to loyalty and customer satisfaction issues – core Grass Roots service areas. Jason previously worked with International Customer Loyalty Programmes (ICLP) as General Manager Dubai, and has also worked with loyalty agency Brierley Europe, Virgin Atlantic Airways and Cathay Pacific Airways in the United Kingdom.

Commenting on his new role, Jason said; “I’m delighted to have taken on the role of General Manager for Grass Roots Middle East and North Africa at a very exciting time and during a period of growth. My appointment comes at a time when businesses in the region are placing greater importance on employee and customer loyalty – areas where Grass Roots has unsurpassed expertise; we are the leading specialists in helping businesses to positively influence the behaviour of their employees and customers.”

Grass Roots portfolio of services includes mystery shopping, event management, motivational and reward and recognition programmes for employees, partners and customers. The group began operations in the Middle East and North Africa in 2006, bringing to the region the first comprehensive portfolio of services designed to help client organisations to inspire and engage employees, customers and partners in order to improve business performance. In recent years the group has had remarkable growth; expanding from its leading position in Europe to be a major international player with reach across America, Latin America, Asia Pacific and the Middle East.

Jason added; “The countries of the Gulf region are rapidly shifting from mineral-based economies to those more focussed on service industries and naturally there will be an accompanying investment in the people who will drive these new economies. This is where Grass Roots has much expertise to offer businesses in this region. With programmes to motivate, engage and reward – Grass Roots is all about inspiring people in order to improve business performance and I feel privileged to join this organisation during a period of such dynamic change both for Grass Roots and the region.”