Maryam Khorakiwala

Maryam Khorakiwala, Retail Director, SWITZ Group

Retail Experience Case Study , UAE.


Maryam Khorakiwala is a former advertising executive who turned to the family-owned bakery business looking to eliminate the gap between brand and customer experience. 

Relocated from Oman to Boston to pursue a degree in Entrepreneurship and Global Business Management at Babson College, which the U.S. News & World Report has ranked No. 1 undergraduate school for Entrepreneurship in the United States for the 21st consecutive year. Then returned to the region to start a career in advertising at Drive Dentsu, Japanese-based international media, creative and digital agency.

Grew from intern to Senior Account Manager in 3.5 years independently managing $10-15mil marketing budgets for Toyota Motor Corporation across the GCC.  Maryam joined her father and founder of Switz Group to reinvent the retail businesses.  (The Group spans the bakery value chain with operations in manufacturing of ingredients, distribution, industrial manufacturing and distribution as well as retail.)

Evolving the operations and customer experience of Mister Baker based in UAE and Modern Oman Bakery in Oman with a marketing and product-first approach, to systematically change the practices and culture of these 28-year old companies with a network of 18 stores each. 

She also leads the commercial dept at Richemont Masterbaker Center for Excellence in Baking & Pastry, a premium institute for chef training in Dubai.



Strategic CX Design as the key driver of Systemic Change in Retail: The case of Mister Baker chain in UAE

  • The Mister Baker Chain throughout the years, its new differentiation and positioning in the UAE market
  • CX as the main vehicle of strategy implementation and as the driver for a systemic business transformation
  • The impact on CX design on overall business operations and planning
  • Results of the first months of implementation



ACEF 2018