In this episode of the Financial Marketing Insights podcast, we spoke with Amina Taher, Chief Marketing Officer at Wio Bank, about her multifaceted career, her approach to leadership, and the evolving role of marketing in financial services. From launching satellites to reimagining digital banking, Amina’s journey is a testament to the power of reflection, resilience, and reinvention.

A Career Built Across Sectors - and Cities

Born of both Abu Dhabi and Dubai, Amina’s professional life has mirrored the energy and ambition of the UAE itself. Her journey has taken her through aviation, automotive, real estate, and now financial services - each role offering new challenges and perspectives.

“I didn’t choose to work in male-dominated industries,” she explained. “It kind of chose me.” From her decade at Etihad Airways to her time at Mubadala Investment Company and Dubai Holding, Amina has consistently led with clarity and resilience, often in spaces where female leadership was the exception, not the norm.

From Communications to Strategy: A Career Shaped by Curiosity and Courage

Amina’s path into marketing began with journalism and graphic design - fields she pursued against the grain. Her mother encouraged her to follow her creative instincts, and that decision became a turning point. “It shaped two decades of my life,” she reflected.

Her first role at General Motors was a bold leap into the global automotive industry. “We were only three Emiratis in the entire group,” she recalled. “It gave me discipline, global standards, and a deep understanding of localization across the Middle East and North Africa.”

At Mubadala, she gained exposure to sectors ranging from ICT to renewable energy. “Even if you’re not specialized in a sector, you learn to work with stakeholders,” she said. “It’s all about the art of communication and negotiation.”

Dubai as a Brand - and a Blueprint for Inclusion

Amina sees Dubai as a masterclass in brand building. “Years ago, it wasn’t on people’s radar,” she said. “But now, even in the Atacama Desert in Chile, people know Dubai.”

She credits the UAE’s leadership for shaping a global narrative of openness, coexistence, and opportunity - especially for women. “Emirati women are everywhere - in engineering, science, government, diplomacy. It’s a combination of leadership trust and women working hard to earn equality.”

Her own upbringing was steeped in female strength. “I come from a family of strong, independent women,” she shared. “My grandmother didn’t have the opportunities we have, but she always encouraged me to study abroad. She was visionary.”

Reimagining Flight - and Leadership

Before joining Wio Bank, Amina spent a decade at Etihad Airways, where she helped shape the airline’s global brand during a period of bold transformation. “Every time I enter a new decade, I reflect deeply,” she said. “What impact have I built? How did I make people feel? What do I want my legacy to be?”

That introspection led her to aviation - a sector she hadn’t initially considered. “I wasn’t keen at first,” she admitted. “But the more I spoke with the team, the more I believed in what they were building.”

From introducing the A350s and Boeing 787s to launching “The Residence” - a private suite in the sky - Etihad was redefining luxury travel. “I loved the idea of transforming the skies,” she said. “Bringing five-star hospitality into the air - it was magical.”

Her approach to onboarding was methodical and human. “You have to be patient with yourself,” she explained. “Learn the acronyms, listen to people, and build trust - even with those you don’t necessarily like.”

Banking on Human Connection

Amina’s transition to Wio Bank was driven by the same values she honed in aviation: empathy, detail, and innovation. “Whether it’s flying or finance, we’re in the business of people,” she said. “You’re transporting someone to their loved ones - or they’re trusting you with their money.”

At Wio, she’s helping build a financial platform designed for how people live, work, and grow today. “It’s not just about modernizing banking,” she said. “It’s about redefining it.”

Backed by major UAE investors - including ADQ, EAND, First Abu Dhabi Bank, and Alfa Dhabi - Wio Bank launched in 2022 as the region’s first digital financial platform. Its mission: to simplify smart financial decisions for everyone.

And it’s working. “My daughter uses Wio Personal and talks to me about ETFs and crypto,” Amina shared. “My mom uses Wio Business for her own company. That cross-generational adoption is powerful.”

With a Net Promoter Score of 75% as of July, Wio is setting new benchmarks in customer satisfaction. “We listen to calls, run research, and constantly improve,” she said. “It’s about creating safe spaces for innovation - just like you would in a family.”

Legacy, Leadership, and the Power of Purpose

Amina’s career is filled with moments that blend impact with emotion, including being part of the launch of Abu Dhabi’s first satellite in French Guiana.

One story stood out: “We brought four Special Olympics athletes to a hangar, not telling them why. When the aircraft rolled in with their faces painted on it, the tears in their eyes - that’s why I love what I do.”

Her leadership philosophy is rooted in awareness: of self, of environment, and of global context. “Everything impacts your business - oil prices, geopolitics, currencies. You have to be adaptable. And most importantly, you have to stay calm.”

She encourages her team to speak up, even when the answer is “I don’t know.” “There’s no playbook for crisis,” she explained. “But if you bring people together, give them a seat at the table, and listen - they’ll show up with heart and mind.”

Marketing with Meaning

Amina believes today’s consumers want brands that stand for something beyond profit. “Marketing is a vehicle for impact - whether it’s helping SMEs thrive or empowering individuals to grow their wealth.”

Her inspiration comes from everywhere: a nephew’s curiosity, a delivery driver’s kindness, or a national celebration in Mongolia. “You don’t need to go to South by Southwest to be inspired,” she said. “It’s in your everyday life.”

At Wio Bank, that philosophy translates into campaigns that support the creator economy, elevate underserved segments, and build trust across generations. “Leadership isn’t just about giving direction - it’s about inviting responsibility.”

As Amina continues to shape the future of financial marketing, her message is clear: take the time to reflect, push yourself to grow, and lead with purpose.