Pete Lysak

Brand, Customer Experience and Growth Advisor | Advisory Board Member
Pete Lysak is a brand, marketing, and customer experience strategist with 25 years of P&L and market-building experience across Europe, GCC, and Africa. His board-level focus is the link between purpose-driven organizational culture and measurable commercial outcomes: how companies convert brand investment and customer insight into revenue accountability. He has a documented track record of driving growth at 2–4x above market rate and delivering double-digit shifts in acquisition cost efficiency, verified across startup launches, brand relaunches, and mature market transformations.
Dubai-based, Pete was a founding team member of two digitally led corporate startups in Saudi Arabia — flyadeal (Saudia Group, aviation) and Jawwy (Saudi Telecom, telco) — and is an active advisor in the regional startup ecosystem. Through Kollective, his consulting practice, he has developed proprietary customer journey and employee journey analytics applied with clients including Oman Air and alfanar. He brings agency leadership experience from a 16-year career with McCann, holding Managing Director roles across four CEE markets and regional responsibility for 40 African markets.
He contributes strategic oversight in the following areas:
– Brand-driven business strategy: purpose-culture-customer alignment, touchpoint governance, and board-level impact KPIs
– Growth and transformation: scaling businesses through people-centered strategies
– Customer and employee insight: voice-of-customer program, and research frameworks connecting frontline data to leadership decisions
– ROI accountability: marketing effectiveness, acquisition and retention economics, budget governance, and P&L discipline
– Startup and market-entry: founding-team experience across aviation, telco, and consumer sectors
Pete holds an MBA from the University of Calgary, a diploma in Leadership in Professional Service Firms from Harvard Business School, and a BA in Psychology from the University of Alberta. He serves as an advisory board member for growth-stage startups across EMEA, and Asia, bringing a cross-market perspective to founders navigating brand, customer experience, and scale-up.