Feb 2024 – Sep 2024 · 7 mos · United Arab Emirates · Hybrid

• Confidential Hospitality Project

Mar 2023 – Present · 3 yrs 3 mos · Abu Dhabi, Abu Dhabi Emirate, United Arab Emirates · Hybrid

• EkoEvents L.L.C. is a full-service event / exhibition organization and management company with a strong focus on sustainable, eco-friendly and inclusive community events.

Mar 2023 – Feb 2024 · 11 mos · United Arab Emirates · Hybrid

• Project Consultancy for GIZ / Involas Abu Dhabi. GIZ is a German public-benefit federal enterprise in international cooperation. Working in 120 countries for sustainable development as a service provider in the field of international cooperation for sustainable development and international education work, it includes including economic development and employment promotion, energy and the environment, and peace and security.
• Development of vocational student curricula in the field of Tourism & Hospitality for newly launched training centers in Abu Dhabi and Al Ain; Research and tourism & hospitality industry outreach for a new education project

Sep 2022 – May 2023 · 8 mos · Abu Dhabi, United Arab Emirates · On-site

• The Department of Culture and Tourism is the principal authority driving the sustainable growth of Abu Dhabi’s culture and tourism sectors, fueling economic progress and helping achieve the Emirate’s wider global ambitions.
• Responsible for the launch of a new tourism region in Abu Dhabi
• Development of destination marketing strategy, including brand, launch and delivery operational plan
• Development and implementation of brand strategy, identity & guidelines, creative & campaign concept, content and production; managing brand, creative and production agencies and tendering process, leading RFP processes
• Development of campaign launch event planning and roll out strategy plan
• Internal and external destination stakeholders management

Jul 2020 – Jun 2022 · 1 yr 11 mos

• Expo 2020 was a World Expo hosted by Dubai from 1 October 2021 to 31 March 2022 and had recorded more than 24 million visits in its six months despite being postponed due to the global COVID pandemic.
• Acting Head of Partners & Airlines team - key account management of international reseller network with UAE airlines and Expo 2020 Partners to drive international / regional and local visitation
• Development and implementation of reseller agreements, negotiations and contract closure, as well as monitoring of rules adherence, liaising with the Expo2020 Legal and Finance
• Internal stakeholder management to design & implement B2B2C campaigns
• Negotiation and implementation of international marketing co-operations with Brand & Campaigns team
• Official Expo 2020 media spokesperson for German and English media

Sep 2019 – Jul 2020 · 10 mos

• Increased B2B/B2B2C marketing assets from 16 to 130+ within 5 months, available in 16 languages; sector- and activity-specific product itineraries; Expo 2020 fact sheet; development and maintenance of B2B Portal
• Strong internal & external stakeholder management (Sales, Concessions, Retail, Programming, B2C Marketing and Communications / Digital); Account management of UAE tourism boards and international airlines
• Team leadership; Appointment and management of various design, printing and translation agencies
• Official Expo 2020 media spokesperson: Execution of German media fam trips & presentations / translations

May 2016 – Sep 2019 · 3 yrs 4 mos · Dubai, United Arab Emirates

• • Consulted across various marketing projects within the UAE tourism/hospitality and real estate sector. Created a monthly Abu Dhabi second-hand event with up to 2000 visitors and 15K+ Facebook followers, ongoing.

Aug 2013 – Jan 2016 · 2 yrs 5 mos · Abu Dhabi

• Etihad Airways is the national airline of the United Arab Emirates and the second-largest airline in the UAE after Emirates. Hala Abu Dhabi was launched in 2014 as an inhouse Destination Management Company to drive international visitation into Abu Dhabi, bundle and promote airline tourism packages and promote Abu Dhabi as a tourism destination.
• Significant involvement in the launch of Hala Abu Dhabi as a Tour Operator of Etihad Airways
• Developed and implemented inbound marketing strategies including product development on a national, regional and international level; full marketing budget responsibility
• Significantly increased awareness of Abu Dhabi as a tourism destination via segmented assets and campaigns on Golf in Abu Dhabi, MICE Destination Abu Dhabi, Activities in Abu Dhabi and Stopover in Abu Dhabi – international launch of stopover program: increased stopovers in Abu Dhabi by 150 %
• Significantly increased internal & external awareness of Hala Abu Dhabi: achieved #1 position in Trip Advisor for Hala Abu Dhabi
• Developed branded ATL & BTL marketing and communications material for B2B and B2B2C, segmented by product and target customers worldwide in 8 languages
• Close stakeholder cooperation internally (creative, digital, sales, corporate marketing, social media, corporate communications) and externally (tourism boards, Etihad outstations, event companies, trade partners, agencies)
• Sales support: Developed fam trip itineraries and performed product & destination presentations and updates
• Developed internal communication platform ‘sharepoint’ on Etihad.com and managed local website content
• Public Relations - Invited and hosted journalists on trips in Abu Dhabi, organized itineraries, press material and press releases; secured significant coverage on Hala Abu Dhabi & products

Aug 2013 – Jun 2015 · 1 yr 10 mos · Abu Dhabi

Sep 2009 – Jul 2013 · 3 yrs 10 mos · Abu Dhabi

• This hotel was the flagship hotel of Starwood Hotels & Resorts in Abu Dhabi. As one of the most historic and iconic buildings in the city, the property consisted of 277 rooms and suites, a large resort and spa, 12 F&B outlets and the largest ballroom in the city.
• Developed and budgeted the marketing / communication plan in line with the Sheraton corporate PR / Marketing strategy and brand standards, reporting to General Manager
• Developed and implemented the marketing communications strategy (external and internal) according to brand standards of Starwood Hotels & Resorts, including B2B and B2C marketing & communication physical & online assets
• Edited and distributed press releases and monthly press newsletter; managed bilingual media relations, research editorial opportunities, pitched for features and interviews and built relationships with key industry media
• Design agency management to develop marketing assets in print and digital
• Events management: Organized media events (conferences, individual research, themed press events), stakeholder events (VIPs, owners, government representatives) and community events (charity, festivals) including media sponsorships & partnerships; area events, organized & promoted major charity events and initiatives

Sep 2008 – Jun 2009 · 9 mos

• Nakheel Properties is the second-largest property developer in Dubai after Emaar Properties based in Dubai, United Arab Emirates. The portfolio of projects in Dubai spans across residential, retail, hospitality and leisure sectors such as The Palm Jumeirah, Jumeirah Islands, The Palm Deira or The World Islands.
• Governed all community communications for newly launched master developed real estate communities such as Jumeirah Islands, Discovery Gardens, Jumeirah Village Triangle and Al Furjan;
• Organized and conducted environmental and safety educational campaigns; organised events and sponsorship management
• Assisted in community management, pro-active product development and introduction of new services
• Close cooperation with Corporate Marketing and PR

Jul 2007 – Aug 2008 · 1 yr 1 mo

• Starwood Hotels and Resorts Worldwide, Inc. was one of the largest companies that owned, operated, franchised and managed hotels, resorts, spas, residences, and vacation ownership properties. It was acquired by Marriott International in 2016. Starwood had 11 brands and owned, managed, or franchised 1,297 properties comprising 370,000 hotel rooms in approximately 100 countries.
• Represented Starwood Hotels worldwide across German / Austrian / Swiss (DACH) mediascape, including 7 brands
• Implemented corporate MarComms strategies and established a network of key local and international media
• Close co-operation with the EAME Divisional Office - organized, managed and attended events such as international group press trips, media open days, international hotel openings, launches of brand initiatives and new hotels in key markets
• Organized Senior Management interviews at major international exhibitions and road shows
• Supervised and briefed several PR agencies in Germany, Switzerland and Austria

Sep 2002 – Jul 2004 · 1 yr 10 mos

• First POC for international tourists, daily welcome meetings and orientation presentations - Tripled target-based sales of products (tours, events, safaris, cruises) across all 7 emirates;
• Organized and conducted trips and tours for tourists, introduced new products

Sep 2000 – Aug 2002 · 1 yr 11 mos · Munich Area, Germany

• PRCO is a global communications group specializing in the promotion of organizations involved in the travel, real estate and luxury lifestyle sectors. It offers integrated communications solutions as part of local or fully coordinated international campaigns.
• Managed the international PR of national and international luxury tourism/hospitality accounts.
• Significantly increased market presence in magazines, newspapers, TV and radio in German speaking European markets (DACH)