Full Name
Mr. Mesfin Tasew
Job Title
CEO
Company
Ethiopian Airlines
Speaker Bio
Samson Arega Bekele takes a vision and makes it a reality through sound strategy development. He intuitively sees the threads of opportunity that wind through an organization, brings them together into a coherent whole, helps others extend their thinking, and drives material business advantage apart from creating business opportunities through a network. He is a great connector with business acumen and is also an inspirational leader who tells stories that inspire action while at the same time is grounded in financial information that levers the business.
Samson began his career at Ethiopian Airlines Aviation Group as a part of a commercial program for young professionals, after graduating with a BA (honours) degree. He was at the top of his class and a gold medalist, majoring in International Trade & Investment Management in Ethiopia. He also pursued a Master’s degree at the University of Mississippi in the USA and graduated with MSc Degree with honors and was inducted into the Honor Society of Phi Kappa Phi. He has also attended the Ethiopian Airlines Aviation Academy, to get introduced to the airline industry.
Samson’s first role was as Assistant Marketing Officer in the Pricing and Revenue Management section of the Commercial Division. He researched competitor positions, performance, pricing, and other market analytics. After a year in this role, he was transferred to the Addis Ababa hub Sales and Marketing Directorate. There, he acquired vital skills, which propelled him further into the industry.
The airline serves influential personalities and dignitaries, and this taught Bekele honor, effective communication, empathy, flexibility, optimism, time management, and a growth mindset. He progressed through the sales & marketing division at the headquarters, serving in various positions, including sales representative, team leader, and acting manager of the section. Then he was posted to lead the Airline operations in Kuwait as Area Manager. In the Middle East, he was based in Kuwait City. He along with his diverse team promoted Ethiopian Airlines, maintained daily flight connections between Kuwait and the rest of Africa via the Addis Ababa hub, and introduced dedicated weekly cargo freights from Kuwait to Ethiopia. The cargo flight increased to twice a week.
After almost two years, his effective leadership and multiple accomplishments led him to be appointed as Country Manager for Canada, a job which he had for almost three years before Moving to the United States as a Regional Director of the company for its USA operation.
In Canada Samson and his team connected with industry leaders and stakeholders, ranging from leisure to corporate as well as cargo relationships across Canada. The brand awareness of the airline continues to increase exponentially in Canada. It has been an exciting experience, despite the challenges posed by COVID to the industry.
During the Covid pandemic, Samson worked with the Canadian government and coordinated the repatriation of 4,000 Canadian citizens, diplomats, other foreign mission workers, aid workers, and exchange students, joining them with loved ones. This experience was one of the major success stories that Samson always cherishes. Repatriating stranded passengers and students brought him so much joy and pride regarding his accomplishment and the important role of Ethiopian Airlines in the world.
Having the government of Canada and many other world governments entrust Ethiopian Airlines with emergency cargo shipments when many national and commercial airlines were grounded, made the team under Samson’s leadership proud in representing Africa internationally. They have made such a positive impact over the past few years and are happy that they contributed to building the momentum, which will no doubt continue to move the airline forward.
He had the opportunity to work closely with several Canadian government officials, including Prime Minister Justin Trudeau's office, the then Foreign Minister François- Philippe Champagne, Minister of Small Business, Export Promotion, and International Trade Minister Mary Ng, and others. It still fuels his determination and commitment to customers and business partners.
Currently, as Regional Director of Ethiopian Airlines for the US, one of the biggest aviation groups in the continent of Africa, and a well-known household brand name in Africa, Samson oversees operations of half a billion-dollar-plus turnover establishment.
In Canada where he successfully led the company’s business operations, he was the recipient of the 2021 Business-person of the Year Award by The Nigerian & Canadian Business Network (NCBN).
He was also one of the speakers at the Harvard Business School on the 25th annual African business conference, 2023 organized by the Harvard Business School African business club.
Samson believes that throughout all of his assignments, he has maintained a focus on managing initiatives, building business partnerships, and creating a greater awareness of Ethiopian Airline's importance in connecting the World to all of Africa. He is skilled in Negotiation, Business Planning, Analytics, Sales, Pricing & Revenue Management Strategy, Operations Management, Airports, Team Building and Management, Integrated Marketing Communication, Consumer Research & Behaviour, Airline Economics, and overall business leadership and Management.
Respected as a credible voice in decision-making, finding strategic partners, and establishing governance boundaries, Samson earns a seat at the table wherever he serves.
Samson began his career at Ethiopian Airlines Aviation Group as a part of a commercial program for young professionals, after graduating with a BA (honours) degree. He was at the top of his class and a gold medalist, majoring in International Trade & Investment Management in Ethiopia. He also pursued a Master’s degree at the University of Mississippi in the USA and graduated with MSc Degree with honors and was inducted into the Honor Society of Phi Kappa Phi. He has also attended the Ethiopian Airlines Aviation Academy, to get introduced to the airline industry.
Samson’s first role was as Assistant Marketing Officer in the Pricing and Revenue Management section of the Commercial Division. He researched competitor positions, performance, pricing, and other market analytics. After a year in this role, he was transferred to the Addis Ababa hub Sales and Marketing Directorate. There, he acquired vital skills, which propelled him further into the industry.
The airline serves influential personalities and dignitaries, and this taught Bekele honor, effective communication, empathy, flexibility, optimism, time management, and a growth mindset. He progressed through the sales & marketing division at the headquarters, serving in various positions, including sales representative, team leader, and acting manager of the section. Then he was posted to lead the Airline operations in Kuwait as Area Manager. In the Middle East, he was based in Kuwait City. He along with his diverse team promoted Ethiopian Airlines, maintained daily flight connections between Kuwait and the rest of Africa via the Addis Ababa hub, and introduced dedicated weekly cargo freights from Kuwait to Ethiopia. The cargo flight increased to twice a week.
After almost two years, his effective leadership and multiple accomplishments led him to be appointed as Country Manager for Canada, a job which he had for almost three years before Moving to the United States as a Regional Director of the company for its USA operation.
In Canada Samson and his team connected with industry leaders and stakeholders, ranging from leisure to corporate as well as cargo relationships across Canada. The brand awareness of the airline continues to increase exponentially in Canada. It has been an exciting experience, despite the challenges posed by COVID to the industry.
During the Covid pandemic, Samson worked with the Canadian government and coordinated the repatriation of 4,000 Canadian citizens, diplomats, other foreign mission workers, aid workers, and exchange students, joining them with loved ones. This experience was one of the major success stories that Samson always cherishes. Repatriating stranded passengers and students brought him so much joy and pride regarding his accomplishment and the important role of Ethiopian Airlines in the world.
Having the government of Canada and many other world governments entrust Ethiopian Airlines with emergency cargo shipments when many national and commercial airlines were grounded, made the team under Samson’s leadership proud in representing Africa internationally. They have made such a positive impact over the past few years and are happy that they contributed to building the momentum, which will no doubt continue to move the airline forward.
He had the opportunity to work closely with several Canadian government officials, including Prime Minister Justin Trudeau's office, the then Foreign Minister François- Philippe Champagne, Minister of Small Business, Export Promotion, and International Trade Minister Mary Ng, and others. It still fuels his determination and commitment to customers and business partners.
Currently, as Regional Director of Ethiopian Airlines for the US, one of the biggest aviation groups in the continent of Africa, and a well-known household brand name in Africa, Samson oversees operations of half a billion-dollar-plus turnover establishment.
In Canada where he successfully led the company’s business operations, he was the recipient of the 2021 Business-person of the Year Award by The Nigerian & Canadian Business Network (NCBN).
He was also one of the speakers at the Harvard Business School on the 25th annual African business conference, 2023 organized by the Harvard Business School African business club.
Samson believes that throughout all of his assignments, he has maintained a focus on managing initiatives, building business partnerships, and creating a greater awareness of Ethiopian Airline's importance in connecting the World to all of Africa. He is skilled in Negotiation, Business Planning, Analytics, Sales, Pricing & Revenue Management Strategy, Operations Management, Airports, Team Building and Management, Integrated Marketing Communication, Consumer Research & Behaviour, Airline Economics, and overall business leadership and Management.
Respected as a credible voice in decision-making, finding strategic partners, and establishing governance boundaries, Samson earns a seat at the table wherever he serves.
Speaking At
