Madinat Jumeirah | The Arabian Resort

Pre-Opening Marketing Director
Turnkey marketing for the largest ‘lifestyle’ Arabian Resort leisure project built in the Middle East (USD850m). Successfully launched and positioned Dubai’s first fully integrated resort proposition internationally and crafted marketing and brand communications across the operation with supporting collateral to provide an unrivalled guest experience.

Airbus Group - MENA

Lead Agency | Group Account Director
Developed and produced regional campaign “Generations Ahead’ conveying Airbus is not only generations ahead of its time but also works tirelessly in the best interests of future generations. With extensive print and digital media activation this campaign fuelled a large spike in interest for training, internships and community embedded initiatives across the region.

Viceroy Hotel Group

Lead Agency | Group Account Director
360 degree account management for the irreverent, edgy and disruptive Viceroy Hotel Group. I provided daily support across the global Viceroy hotel network in over 9 countries and curated digital, film, advertising and brand counsel for over 20 hotels. Extensive head office interaction provided ongoing strategic brand marketing counsel for the CEO and active property development team.

Chef Middle East

Agency Partner | Senior Brand Strategist

In depth competitor research and brand workshops to discover a new positioning that elevated chef Middle East and its customer base to that of craftsman in the food industry and not just chefs. Complete 360 degree new brand development program and rollout of ‘inspired culinary craftsmanship’ affirmed their position and price premium in the market as the ‘first’ and ‘second’ choice food supplier.

Empire Group - Cocobay Vietnam

Agency Partner | Senior Brand Strategist

Full rebranding, positioning and comprehensive development of Cocobay playbook and brand story, to support real-estate sales globally and secure large investor interest. This mega-project infrastructure and destination-within-a-destination, is a world-class mixed use development, offering real-estate, hospitality, retail, fine dining, with extensive conference and leisure facilities. A bespoke program of online assets with unity to new guidelines were a priority to secure foreign investment.

Emaar

Preferred Agency Partner | Executive Director

Senior strategic lead across a large portfolio of Emaar hospitality, retail and leisure assets including Emaar Malls, Address Hotels, Vida Hotels and the loyalty program U by Emaar. A full agency suite of B2C marketing services were provided, including pre-openings, real estate property launches, brand stories, identities, f&b concepts and annual tactical marketing activations, to extend and defend the integrated proposition of hospitality, retail, dining and leisure right across the city of Dubai.

Kerzner International

Brand Consultant & Conference Designer

Strategic brand consultant offering turnkey services to design, write and curate the Kerzner annual sales and marketing conferences from 2017-2019. From research, ideation, etymology and implementation, each unique annual theme was inextricably linked to the pioneering Salesforce integration and ‘Business It’s Personal’ guiding principles. Conferences were successful in driving unity, collaboration and empowerment across the One&Only global sales, marketing, PR and revenue verticals. Memorable themes including ‘The Collaborative Enterprise’ and ‘LikeWired’ created engaging events and enduring motivational triggers to affirm natural market share.

Meraas - Re Vera & Evado

Agency Partner | Senior Brand Strategist

Privileged to provide complete brand audits of two existing brand assets and re-codify the Re Vera and Evado personalities, with an exhaustive set of brand workshops conducted and facilitated by myself with the executive teams, to gain a thorough understanding of the bold visions. These deep-dives, curated a new defendable brand positioning for these luxurious boutique hotel concepts catering to enlightened and mindful families. The new brand narratives created unity (not uniformity) with hotel operations, and transcended a wide array of touch points, including FOH collateral, signage, guest room information, amenities and transcended to the online presence with new visual language.

La Perle by Dragone

Retained Agency | Executive Director

Dubai’s first ‘resident show’ at a cost of over USD120m needed a pre-opening partner with proven knowledge of the region’s travel and tourism feeder dynamics. Identity, master visuals and a comprehensive pre-opening omni channel strategy was deployed to launch the show across the GCC initially, with a seamless acquisition of technology and distribution partners. Opening to rave reviews the focus was immediately shifted to sustaining key messages, to ensure the ‘attention dollars’ were maintained. this kept it top-of-mind for residents and secured its position as the top three ‘must do Dubai’ experiences for leisure & tourism arrivals in the first year.

Atlantis The Palm

Preferred Agency Partner | Executive Director

An enduring client/agency relationship legacy unleashed a unique partnership to define, develop and deploy bold, irreverent and edgy creative, to support over 20 high-end on property restaurant experiences. Strategic tactical need period promotions, brand identities and pre-opening launch advertising messages were activated across digital, social and traditional channels. Creative challenges undertaken included Gordon Ramsey’s Bread Street Kitchen launch, Nobo, Wavehouse, Summer destination dine-around concepts, The Inner Circle loyalty program and several new popular grab and go internal food concepts.

Weslodge

Agency Partner | Senior Brand Strategist

Riding on the unprecedented success of Weslodge Bar & Restaurant in Toronto, it was time to enter the fickle market of Dubai. The client spent the best part of two years conducting due diligence on our agency and finally appointed us with our proven track record of successfully activating over 50 new restaurant and bar concepts in the region. The fit-out investment alone required detailed immersion workshops that were conducted to discover ‘real truths’ and unleash the discovered positioning (suitable for Middle East market resonance) of ‘passionately original’ to engage and unite colleagues and guests alike. A complete turnkey toolkit to launch this brand across paid, owned and earned channels was created and deployed.

GRIF | Restaurant Investment Forum

Agency Partner | Senior Brand Strategist

Working closely in collaboration with BENCH Events the region’s leading hospitality thought leadership forum, I defined the conference theme, essence and bold visual identity. Designed to disrupt convention in a busy conference market, the eye-catching theming, was designed to build brand width and affirm this event as a future feature on the Dubai calendar. Iconic animations were prepared and activated across all digital channels to secure conference delegate advance ticket targets and attract the region’s talent with keynotes, panel discussions and breakout sessions. The brand platform developed assures GRIF remains the region’s ‘go-to’ food and beverage seminar.