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Adib Abrahim

Adib Abrahim

Director, Internal Communications

American Airlines

Director, Internal Communications at American Airlines

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American Airlines

Director, Internal Communications

Responsible for planning, developing and implementing the company social-business portal, email communications, and mobile strategy. Manage a team of twelve agency and company employees to engage employees and support various stakeholders in large-scale, enterprise-wide communication and change management projects. Manage the development and implementation of support materials and services for various internal communication initiatives. Coordinate at the strategic and tactical levels with other departments to develop comprehensive communication programs that further enhance the employee experience.

Key Achievements

• Developed and implemented a comprehensive communications strategy for a successful brand launch to over sixty-eight thousand employees across the American Airlines global network

• Collaborated with IT to provide email accounts to all employees and launched with a full 360° communication and marketing campaign to drive awareness and adoption of email to thirty percent within four weeks of launch

• Partnered with the user experience group to plan, develop and implement a new social intranet platform

• Achieved a user adoption rate of forty percent in the first three weeks, due to a strategic launch and release rollout schedule of the new intranet platform

• Drove the strategic direction for the design and launch of the “News” space in the new intranet portal

• Adopted a fresh approach to the internal email communications process and developed a plan to leverage the external marketing email tool for use internally, allowing for an enhanced end-user experience and the ability to measure email communication performance

• Developed a SharePoint collaboration site to outline the governance, community manager process and content management of the new social intranet platform

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American Airlines

Manager, Brand Engagement

Helped to advance the mission of American Airlines by delivering effective employee engagement programs that empower employees, improve their experience, and personally demonstrate our shared values. Engaged employees in brand modernization through storytelling, collaborating with stakeholders and working with leadership to further develop accountability across the organization, maximizing business performance. Worked in partnership with various business units across the organization to develop and implement change-management solutions and programs that support inclusion and engagement strategies, policies and initiatives. Worked with internal stakeholders to develop and implement the appropriate metrics, processes, and best practices to strengthen our internal brand.

Key Achievements

• Delivered brand strategy workshops to key agency and company stakeholders

• Developed and executed the engagement brand advance team workshops

• Identified and engaged an internal branding agency to assist with brand modernization

• Negotiated $400K cost savings on an internal brand engagement agency contract

Career

American Airlines

Manager - Diversity Marketing and Promotions

Responsible for developing short and long-term corporate strategies, plans and metrics for engaging, promoting to, and leveraging the African-American and LGBT markets to meet company goals. Integrating and supporting objectives of multiple departments, and developing strategic and tactical alliances with diversity organizations and individuals. Managed all advertising and promotions for LGBT and African-American segments. Worked with senior leadership to effectively engage within the diverse markets, and proactively identified opportunities to strengthen our brand in the diverse segments.

Key Achievements

• Worked with a digital agency to refresh BlackAtlas.com, creating a more social experience for the end-user

• Monetized BlackAtlas.com to allow for potential revenue generation through ad serving on the site

• Guided a media relationship through the agency resulting in over one million unique visits to BlackAtlas.com

• Redesigned AA.com/rainbow creating a more engaging, modern experience for the LGBT segment

• Presented best practices and represented American at various industry conferences and events

• Collaborated with our African-American agency to execute several successful event activations

• Provided strategic direction to the agency to develop media and promotional plans

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Career
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American Airlines

Senior Diversity Strategies Specialist

Responsible for driving the strategic direction for Diversity Strategies and supporting other diversity initiatives throughout the company. Executing a plan to use social media to reach a broader audience and leveraging earned media to generate positive internal and external interest in American’s diversity initiatives. Develop training content regarding diversity initiatives to support change management efforts related to diversity and inclusion.

Key Achievements

• Developed content and launched the Diversity & Inclusion Community on Jetnet

• Planned, developed and executed the first and second annual Business of Diversity Conference

• Co-facilitated the Appreciating Differences class and developed the Business Case for Diversity Web Training

• Utilized an internal survey tool to successfully provide metrics regarding Diversity (e.g. Appreciating Differences Feedback, Employee Resource Group Application processing, Earl Graves Award for Leadership)

• Worked with all Employee Resource Groups to effectively utilize social media as a connection tool

• Built the business case and successfully changed Human Resources benefits policy allowing American to maintain a perfect score on The Human Rights Campaign Corporate Equality Index

Career

American Airlines

Flight Service Manager

Responsible for managing one hundred and eighty-five Flight Attendants at the Dallas/Fort Worth base and supporting the Flight Attendant work group by conveying company programs, initiatives, and core values to meet their immediate and specific needs.

Key Achievements

• Became Flight Attendant qualified both international and domestic to support both bases in my group

• Developed and implemented a quarterly progress report and provided a dashboard for the base manager

• Contributed to a Customer Experience team tasked with increasing onboard interaction, achieving the Customer Service Satisfaction goals implemented by the CEL group

Career medium 05
Career
Career medium 05

American Airlines Federal Credit Union

Marketing Analyst

Responsible for managing a budget of $3 million to develop marketing and promotional programs for the home equity, mortgage, and line of credit products. Developed and managed individual relationships with realtors, third party vendors and members through educational seminars and product showcases.

Key Achievements

• Developed a promotional awareness campaign calendar designed to market AA Credit Union products

• Achieved a 4.48% response rate for a 2006 holiday direct mailer campaign resulting in over $150K in revenue

• Identified new opportunities to leverage the AA Credit Union credit card rewards program with various products

Career

American Eagle Airlines

Sr. Analyst

Responsible for managing the business cutover process for the TWA acquisition and the transition of TWE into American Connection, as well as managing the American Connection relationship to ensure brand integrity, product consistency, superior service levels and operational efficiency.

Key Achievements

• Performed detailed operational, safety and financial audits of thirty-three airport stations

• Developed, communicated, and facilitated field service audit and travel procedures for American Connection

• Managed a team of twenty employees as the interim General Manager at Halifax, NS., and executed American Eagle operating procedures as well as increased visibility of market share

• Partnered with Interline Travel to develop and administer the American Connection Travel Program

• Worked with senior leadership to replace mainline service with regional service in the St. Louis Hub

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Career
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American Eagle Airlines

Regional Training Instructor

Responsible for onboarding and training new hire employees and conducting recurrent training programs for 25 stations, including the Boston hub.

Key Achievements

• Established a regional training facility in Boston, MA. for American Eagle

• Developed protocols for maintaining employee training records, updating and amending training manuals

Career

Business Express Airlines

Manager of Group Planning, Consumer Affairs & Pass Travel

Responsible for revenue management, group and meeting travel, employee travel and maximizing profitability between codeshares. Worked with field agents, travel agents and sales teams to ensure smooth operations while maintaining customer loyalty through courteous and efficient resolution of disputes, complaints and discrepancies

Key Achievements

• Strengthened relationships with field agents, travel agents, and sales teams to maintain customer loyalty

• Worked closely with American Airlines to resolve customer complaints

• Developed a streamlined process for employee travel requests cutting pass issuance wait time by 50%

• Managed the integration of the business units into American Eagle Airlines

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Career
Career medium 03

Business Express Airlines

Training Instructor

Managed all training for new hire employees and conducted recurrent training programs for 25 stations including the Boston Hub. Established protocols for maintaining employee training records, updating and amending training manuals.

Key Achievements

• Developed and implemented effective training programs

• Developed and implemented a new hire training program which conveyed company culture, policies and procedures

Career

The University of Texas at Arlington

MBA, International Business

Northwood University

BBS, Management and Marketing

University of Ottawa