Group Vice President Customer Experience, Ethiopian Airlines
Samson Arega Bekele is an esteemed leader in aviation and business, currently serving as the Group Vice President of Customer Experience at Ethiopian Airlines. With more than a decade of global leadership experience, Samson has continually demonstrated his ability to drive transformative growth, elevate customer satisfaction, and steer complex operations in highly competitive markets.
Samson's career is underpinned by a distinguished academic foundation. He graduated top of his class with a BA (Honors) in International Trade & Investment Management from Adama Science and Technology University in Ethiopia. His intellectual rigor led him to the University of Mississippi, where he earned an MSc in Integrated Marketing Communications, graduating with honors and gaining induction into the prestigious Phi Kappa Phi Honor Society. Additionally, his journey into the aviation sector was fortified by specialized training at the Ethiopian Airlines Aviation Academy, shaping his expertise and passion for the industry.
Recognizing the importance of continuous learning, Samson has enhanced his strategic leadership through advanced executive programs. He completed a prestigious certificate program at Harvard Business School in Business Analytics, Economics for Managers, and Financial Accounting, equipping him with cutting-edge insights into data-driven decision-making and financial strategy. His leadership excellence was further honed at London Business School, where he completed the Boeing Leadership Excellence Program, sharpening his acumen in global strategy and high-stakes leadership.
Samson’s professional trajectory at Ethiopian Airlines reflects his relentless pursuit of excellence. He began his career as an Assistant Marketing Officer in the airline’s Commercial Division, quickly ascending through the ranks due to his visionary approach and analytical prowess. As Country Manager in Kuwait, he played a pivotal role in driving operational efficiency and expanding the airline’s market presence. His exceptional performance led to his appointment as Country Manager for Canada, where he navigated the unprecedented challenges of the COVID-19 pandemic, overseeing critical evacuation operations and achieving remarkable financial growth despite global disruptions.
Under his strategic leadership, the airline witnessed significant growth in market share, enhanced operational efficiencies, and notable improvements in customer satisfaction across the Americas.
In his current capacity as Group Vice President of Customer Experience, Samson leads the strategic development and execution of all customer-related services, both on the ground and in-flight. His commitment to delivering world-class service and operational excellence is at the heart of his leadership, ensuring a seamless and superior experience for millions of passengers. As a passionate advocate for customer-centricity, Samson oversees innovative initiatives that align with the airline’s broader corporate objectives and global regulatory standards.
Samson's leadership has garnered widespread recognition. He was named 2021 Business-person of the Year by The Nigerian & Canadian Business Network (NCBN) and awarded an Honorary Doctorate from Trinity International University of Ambassadors-Florida. He is also a recipient of the prestigious US Presidential Lifetime Achievement Award and has been honored as an Honorary Citizen of Georgia in recognition of his outstanding contributions to the aviation industry.
Renowned for his strategic foresight and expertise in Negotiation, Business Planning, Analytics, and Sales, Samson is a visionary leader who excels in forging high-impact partnerships and driving Ethiopian Airlines’ global expansion. His transformative leadership continues to shape the future of the airline, positioning it as a formidable player on the world stage while elevating its customer experience to new heights.