Area Director of Marketing & Public Relations at Minor Hotels (2018-08 – Present)
Strategic brand and communications leadership for Anantara Hoi An Resort, Anantara Quy Nhon Villas, Avani Quy Nhon Resort and The Vietage by Anantara luxury railway carriages with three direct reports and international PR agency management.
- Successful opening of Anantara Quy Nhon Villas in November 2018 in a relatively unknown destination, with 65 individual media visits in the first six months of opening and more than 150 pieces of international coverage in the same time period.
- Launch of The Vietage by Anantara railway carriage in 2020, followed by a second carriage in 2024. Brand positioning campaign for this new luxury travel experience in Vietnam. More than 200 media experiences in the first few years and extensive international media exposure reaching all top A+ media titles around the world.
- Both Anantara hotels placed in the top ten of the entire group for the 2025 brand refresh compliance audits.
Marketing & Communications Manager at Dusit Thani Maldives (2017-07 – 2018-07)
- Concept creation, design and content of new internal weekly guest communication newsletter, resulting in increased awareness of activities and events taking place, plus ensuring highlighted elements are revenue driven.
- Planning and organisation of the resort's 5th anniversary event.
- Extensive growth in social media channel followers and engagement through strategic partnership activities.
Project PR & Marketing Director, Middle East & Asia at Experience World Travel (2016-05 – 2017-07)
- Complete creation, design and implementation of start-up company Experience World Travel's website and key social media channels.
- Development of the company's overseas offices.
Director of Marketing & Communications (Pre-Opening) at Downtown Rotana (2015-05 – 2016-03)
Key pre-opening activities to establish the hotel's brand presence:
- Development and implementation of all hotel collateral material
- Set-up and activation of social media and online distribution channels
- Creation of full website content
- Development of launch advertising and public relations campaigns
- Organization of inaugural events
- Management of full menu content, design and production for all food and beverage venues
- Set up of local marketing partnerships
- Planning and direction of main photography shoot
- Management and direction of all internal and exterior hotel signage
Marketing & Communications Manager at Al Nahda Resort & Spa (2012-11 – 2015-05)
- Successful creation, design input and implementation of new internal collateral and websites resulting in continued positive guest feedback on resort information and facilities.
- Organisation of annual golf tournament in partnership with local golf course resulting in increased brand visibility and market penetration into corporate clients and media.
- Creation of joint corporate sponsorship and marketing partnerships with key companies including Muscat Hills Golf Club, National Bank of Oman, Bank Muscat, Visa Platinum and key regional airlines.
- Implementation of month-long radio campaign to generate awareness of New Year's Eve event at the resort resulting in the highest revenue turnover to date for the event of over USD 18,000.
- Development of brand strategy and guidelines for pre-opening desert resort.
Marketing & Communications Manager (Pre-Opening) at InterContinental Doha The City (2011-11 – 2012-11)
- Successful introduction and positioning of the hotel to the market through local media events and extensive local and regional media coverage.
- Key pre-opening activities including direction of the corporate hotel photoshoot and implementation of all pre-opening collaterals.
- Continued increase in social media presence with daily rise in numbers of followers of all channels.
- Achievement of 100% IHG brand compliance for marketing collaterals in all quarterly brand audits.
Director of Communications at Shangri-La's Barr Al Jissah Resort & Spa (2009-12 – 2011-03)
- Extensive internal and external communications activity, as well as local and regional advertising and public relations campaign for the first ever Michelin-star chef promotion in Muscat; widespread newspaper and magazine feature coverage in both Arabic and English-speaking media.
- Organization of two high profile art exhibition launches at the resort's art gallery, attended by Muscat high society, Ambassadors and Ministers, resulting in wide-ranging media coverage and increased exposure of art gallery and Omani culture within the resort.
- Contained media coverage and story angles following strategic crisis communication with media and third parties, as a result of a severe cyclone passing through the country; this ensured minimising sensational headlines and maintaining brand reputation.
- Regular cycle of incoming media visits and press trip management.
Public Relations Manager, UK, Europe & Middle East at Shangri-La Hotels & Resorts (2004-09 – 2009-12)
- Strategic positioning and pro-active pitching of new 'three hotel in one resort' concept in Oman to all national and regional UK media in order to differentiate product offering – positive media reaction with a clear understanding and resulting in all key national UK newspapers and consumer magazines visiting the destination in the first year of opening.
- Long-term media relationship and pro-active pitching with Condé Nast Traveller UK resulted in three cover stories for the opening of the new resort in the Maldives.
- Coverage in key society and 'party' pages in Hello!, OK! and Mail on Sunday columns, among others, from high profile, London celebrity-attended events to introduce the brand to the UK in the build-up to the opening of the Shangri-La Hotel, London.
- Pro-active media launch in the UK market for hotels in new destinations for the group in the Sultanate of Oman, The Maldives, Vancouver, Japan and Abu Dhabi.
Freelance Public Relations Consultant at Self-employed (2003-01 – 2004-07)
- Successful launch to the industry of the Government of Dubai Department of Tourism and Commerce Marketing travel agents' online training programme with a record number of agents taking part within the first week.
Account Director at Weber Shandwick Public Relations Consultancy (1995-09 – 2002-12)
- Successful launches to the UK media of cruise ships Aurora in 2000 for P&O Cruises and Golden Princess in 2001 for Princess Cruises and introduction of new cruise brand Ocean Village in 2002.
- Lead member of the team in May 2000 that handled the award-winning crisis management of P&O Cruises ship Aurora's aborted maiden voyage. This included being the first point of contact for all media calls; arranging a press conference, which was attended by national, regional and broadcast media; briefing all senior P&O Cruises personnel involved in the press conference and preparing anticipated media questions and answers. This led to the win of both 'Crisis Campaign of the Year' and 'Campaign of the Year' awards at the UK PR Week Awards that year.
- Launch of interactive marine park Discovery Cove (2000) and rollercoasters at both Busch Gardens and SeaWorld (1999 & 2000), all in Florida, for Anheuser Busch Adventure Parks.
