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Elina Jamaluddin’s career in the travel retail industry started more than 2 decades ago with the opening of the Kuala Lumpur International Airport (KLIA), where she was tasked with establishing a duty free children’s store as well as managing a new Fendi boutique.
A decade later Elina moved to Malaysia Airports Niaga, better known as Eraman, to head the retailer’s Merchandising Core division, responsible for all duty free core categories as well as product development. Elina was also instrumental in the development and creation of the Kidz Smart Tunnel store, an experiential store which won the 2009 DFNI Product Award for the Best New Store in its category. She also helped develop Malaysia’s first walk-through duty-free store, at KLIA2, with extensive collaboration with brands creating theatrical, thematic and concept stores including several “firsts”.
Elina moved to AirAsia in 2016, assuming the role of Group Head of Buying, Duty Free for the airline. With her extensive experience in the duty free landscape and close relationships with brands, she understands customers and brands and how to connect the two. Her aim is to maintain and develop a world-class inflight offer onboard AirAsia.