Brands can no longer compete on the strength of marketing communications alone. Now that the balance of power in commerce is shifting to the customer, brands are compelled to deliver a differentiated experience as well. In a company with a technologically complex value chain, this is an enormous challenge. Liban’s skill lies in the ability to model the experience delivery system in a way that brings the brand promise to life consistently across key points of contact with the customer. This is a rare and pioneering capability. And the key to his success in designing and implementing these processes is his great skill as a collaborative leader. As a Virgin Mobile Saudi Arabia’s Director Brand Experience & Business Improvement, Liban will be presenting The Solution Lounge, a case study on recent successful Customer Experience project that he spearheaded.