Dersenish Aresandiran

Leading the Global Sales Force across network with a direct KPI of over US$9 Bil Direct Management: • Qatar Airways E-Commerce Channels – Web, mobile, OTA (all digital channels) • Driving a Digitalisation on E-Commerce and creating a digital commercial framework • Innovating the Market Development portfolio in developing new markets/revenue stream • Managing all Global Portfolio of accounts/unit which consist of the following: o Global TMC/Corporate o Global/Local OTA strategy & negotiations lead o Global Cruise, student & Marine o Global MICE & Leisure Sales o SME Business Sales strategy o Commercial Ancillary Portfolio • Implemented new ancillary items which brought approx US$250 Mil in revenue (+57% YoY) • Implemented a transformation for E-Commerce/OTA Digital Approach to drive over US$2Bil • Implemented Project Sigma to transform Corporate business to drive over US$1 Bil • Implemented various changes to OTA activation which lead to increase in Rev (+27% YOY) • Introduced an innovative approach w Visa,Amex/Master (+53%YOY rev) & 1st QR Com MOU • Revamped Top 30 Sales Market/Station with new distribution strategy/agent remuneration • Provided new framework of best practice ‘’Distribution Strategy Optimization’’ • Successfully introduced a wave of change within 06 months in role: o Introduced 15 New Payment channels for the E-Commerce Sites o Identified 195 potential opportunity on E-Comm site and implemented 75 enhancements o Revamped the E-Com website, mobile skin/layout and designed 03 phases of transformation o Implementation of new mobile strategy that brought about +107% YoY Mobile Rev

Innovation and Solution is responsible for leading and managing key Commercial strategy and Incremental Revenue Enhancement Projects across various commercial units while embarking on new approach to further strengthen the ''distribution strategy'' and ''develop new market/routes''.

Re-defined the LCC model Point to Point pricing by introducing the World's 1st ever LCC O&D pricing model combining with effective control mechanism to avoid core Point to Point traffic spill and connecting the various Airlines (8 Airlines within the Group) within the AirAsia & AirAsia X Group with the team driving achievements within 03 months of new model implementation - measurable incremental of $110 Mil revenue, increased in market share domination (Improved market position to Top 3 in the Top 80% revenue generating O&Ds) within the core O&D pipeline (Connecting North Asia - Australia, Thailand - North Asia , Connecting into Msia domestic etc), with a 5% up in YOY yield (despite the market domination strategy to drive volume via a defined Route Guiding principles set up by Attack, defend and match strategy. Setting up Revenue Management and Commercial Strategy for 2 new international hubs in Thailand & Indonesia with Thailand entity recording profit within 6 months of operations.

Heading the Strategy & Planning department for AirAsia X coordinating/developing strategic priorities between departments and to ensure overall alignment with AirAsia X corporate objective and regional Direction (AirAsia Grp). Among the core responsibilities:

Plan, strategize and execute Revenue Management Route Strategies in order to ensure Network/Route Targets are meet as well as increase entire AirAsia X/AirAsia network RASK.

Strategize, plan,execute and track overall Advertising & Promotions support to achieve MAS business objectives in Malaysia (tactical only), ASEAN, UK/Ireland, Continental Europe, Middle East/Africa, South Asia, North Asia, China/Hong Kong as well as Australia/New Zealand whilst ensuring adherence to related corporate policies

Major Achievements: •Awarded MAS MH Star Award for Jan & Apr 2010 * IATA Revenue Management Distinction Award (Revenue Management Practice) •Letter of appreciation from Managing Director (Idris Jala) in 2009 Major Project Involvement: 1. Dual Pricing Project - Revamp of Pricing & Inventory towards profitability 2. Business Turnaround 1 and Business Transformation 2 3. Reservation System Cutover KOMMAS to SITA 4. Revenue Management System (PROS) cutover from Sabre AirMax 5. Cutover to Hybrid Inventory nesting 6. Sales Transformation Project (with Revenue management) Introduced: 1. Lean Flights Strategy Matrix 2. Integrated Route Strategy (IRS) covering Australia and European Routes which integrates both Pricing & Inventory strategy at a POS contribution level 3. Optimized Overbooking Strategy (for demand flights) via ''Check in -Check out'' method with POS Station team (reservations team)

*Strategy Planning between Berjaya Air & Berjaya Resorts * Constructed new pricing structure for Dynamic Holiday Packages (Changing to Dynamic Pricing Structure) * Ensure overall Berjaya Air & Berjaya Resort strategies are align to Berjaya Corporation overall vision * Planning & executing marketing roll out for overseas market (based on Berjaya Resorts target markets) * Assist Berjaya Air to maximize capacity planning to ensure it provides feeds to Berjaya Key Resorts in Malaysia * Provided new insights for the revamp of lean product/package pricing enhancing further hotel occupancy rates during lean period and reduce spoilage on airline seats.