Experience

Yugo

• United States
• Hospitality
• 300 - 400 Employee

• Global Head of Digital Acquisition

  • Jan 2021 - Present

  Leading digital, performance and in-country marketing strategy for Yugo across 9 markets. Leading digital, performance and in-country marketing strategy for Yugo across 9 markets.



Accor

• France
• Hospitality
• 700 & Above Employee

• Cluster Director Marketing, Digital & Communications

  • Oct 2019 - Dec 2020

  Accor Hotel Group – Fairmont, Dubai & Northern Emirates, UAE Achievements: ✔ Designed a retail strategy to deploy through direct channel marketing programs that supported acquisition and retention tactics and in return generated on average an ROI of 30:1. ✔ Initiated project to focus on auxiliary revenue generation rather than traditional revenue streams doing COVID-19 pandemic. ✔ Implemented connection of marketing expenses to ROI targets. In turn this improved channel mix to focus on revenue generation and accountability from team members. ✔ Sourced and selected agency to facilitate merging of social media representation and creative creation to optimize expense budgets. Key Responsibilities: ✔ Key member of the leadership team for the “area shared services commercial cluster”. ✔ 360-degree responsibility for marketing, digital and communications strategies for three key Fairmont properties in the UAE. ✔ Manage a team of 7 discipline specific colleagues. ✔ Optimize division expense budgets. ✔ Collaborate with the Corporate and Global Digital, Marketing, Loyalty and PR divisions. ✔ Develop and monitor annual commercial plan goals and revenue targets. Show less



Jumeirah Hotels & Resorts

• United Arab Emirates
• Hospitality
• 700 & Above Employee

• Cluster Director of Marketing

  • May 2018 - Sep 2019

  Jumeirah Group – Commercial Cluster, Abu Dhabi, UAE Achievements: ✔ Conceptualized a multi-million dollar destination campaign, partially funded by the Department of Culture & Tourism Abu Dhabi (government authority), to increase footfall to the emirate of Abu Dhabi and generate revenue for the Jumeirah hotels. ✔ Designed and launched the “first-off” hotel brand narrative driven by CSR and sustainable operations with the opening of the Jumeirah at Saadiyat Island Resort – the first 5star eco-conscious beach hotel in the Middle East. ✔ Drive 3-digit growth in SoMe engagement and followers as well as media coverage through outsourcing SoMe and PR to local community based agencies to drive an intimate connection with the core consumers. Key Responsibilities: ✔ Serve as part of both hotels’ Executive Committees responsible for the overall management of business and its 1200 employees. ✔ Manage a team of 7 colleagues. ✔ Collaborate with the cluster sales and revenue teams on development of global commercial strategies. ✔ Coordinate multi property seasonal offers from a creative, media and activation perspective. ✔ Set and monitor annual commercial plan goals and sales targets. ✔ Continuously review branding, procedures and processes within the departments and market respectively to achieve maximum profit, productivity and efficiency. Show less



Viceroy Hotels and Resorts

• United States
• Hospitality
• 200 - 300 Employee

• Director of Marketing, Abu Dhabi

  • May 2016 - May 2018

  Yas Viceroy, Abu Dhabi, UAE Achievements: ✔ Spearheaded 5 agencies working for the hotel and have ensured a consistent growth of social media presence (ranking among top 5 in the UAE on Facebook) and engagement. ✔ Achieved an increase in global media coverage and significant optimization of online channels resulting in double-digit growth of direct bookings. ✔ Restructured the division to optimize resources to bring an annual saving of 20% on payroll and 15% agency fees in 2016. ✔ Directed the successful marketing campaign around the Abu Dhabi Formula One Grand Prix. Significant YoY improvement – the 2017 F1 campaign yielded a ROMI of 52:1. ✔ Launched a local hotel mobile application. From research stage in late 2016 to actual implementation of the app in Q2 2017 that ended up very successful with more than 10,000 downloads. ✔ Implemented an in-house capture strategy for restaurants which increased footfall from 8% to 16% as well as AED 2m+ incremental revenue in 2017. Key Responsibilities: ✔ Oversee all marketing disciplines across traditional and digital platforms, including strategic market approach and brand presence. ✔ Develop the hotel’s business plan and regional communications strategies. ✔ Serve as the on-property driver of the loyalty program Viceroy Discovery which is a part of the Global Hotel Alliance. ✔ Manage a team of 5 individuals including rehiring, performance dialogues, performance management and team optimization. ✔ Report to the local DOSM & MD with a dotted line to the Senior VP Commercial globally. Show less



Hilton Hotels & Resorts

• United States
• Hospitality
• 700 & Above Employee

• Cluster Marketing & Communications Manager

  • Jun 2014 - May 2016

  Achievements: ✔ Increased direct revenue through brand.com from a 9% contribution to a healthy 17% by end of the year 2014.✔ Conceptualized the launch plans for 3 new restaurant concepts in the Dubai Marina in 2015.✔ Conceived an in-depth and innovative F&B and MICE plan to attract the right segments and regain market share in a highly competitive market.Key Responsibilities: ✔ In charge of marketing, communications, ecommerce, and sales expense budgets, in Dubai, for one of the strongest clusters of Hilton hotels in the Middle East with revenues in the area of USD 120 million+ per year.✔ Manage a local marketing team of 4, across disciplines with a regional reporting framework to manage all operations.✔ Spearhead competency development and training initiatives, successfully trained several new marketing personnel in the Middle East. Show less

• Marketing & Communications Manager

  • Mar 2012 - Jun 2014

  Key Responsibilities: ✔ Converted two hotels from Habtoor brands to Hilton Hotels & Resorts. Managed a team of 3 individuals.✔ Developed and implemented the marketing & communications strategy for the Hilton hotels in Beirut, including above and below the line advertising, in-house digital technology, social media, agency management, crisis communication and all hotel collateral.✔ Undertook extensive communication, work, and coordination with regional and global stakeholders both on internal and external levels in a very volatile market.✔ Conversion and pre-openings: Implemented Hilton Hotels & Resorts standards and quality, from a marketing and communications perspective.✔ Worked as part of a task force in Alexandria, Egypt, and in Abu Dhabi, UAE to rebrand hotels to the Hilton brand, during tenure. Show less

• Marketing Manager

  • Nov 2010 - Mar 2012

  Developed and implemented the marketing plan for the historical Hilton Al Ain, including advertising, social media, press communication, events and all hotel collateral.Strong focus on the branding and promotion of 11 individual restaurants and bars.

• Marketing Coordinator

  • Jan 2008 - Nov 2010