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As Senior Vice President of Marriott Global Design Strategies, Karim leads a dynamic, multidisciplinary team on a mission to shape more meaningful and relevant travel experiences for Marriott guests through design. In 2012, Karim’s goal was to understand and address the new millennial generation for the Marriott Hotels brand. This deep dive approach was a perfect match for launching Marriott’s innovation lab (The Underground), an underground collaborative design space where guest driven research comes to life—including the new award-winning design strategy for Marriott’s flagship Marriott Hotels brand. The same approach was leveraged to rapidly accelerate the launch of the new lifestyle budget brand Moxy for Europe, and now the US, as well as the import of the fashionable AC Hotel brand to the United States.