< PreviousMarketing Power List hoteliermiddleeast.com July 2021 30 James Karuga Cluster digital marketing manager, So tel Dubai The Palm Hotel & So tel Dubai The Palm Luxury Apartments Having generated more than AED700,000 revenue in the past nine month through Josimar Del n Area director of marketing, Yas Plaza Hotels by Aldar Her recent appointment to area director of marketing for Yas Plaza Hotels by Hotel, looking after 1,760 rooms and 24 outlets, the launch of a new e-commerce website to sell package vouchers for So tel Dubai The Palm Hotel, James Karuga has been worth his weight in gold. And by implementing new strategic digital marketing campaigns to counteract pandemic effects on the business he increased the overall website revenue by 13 percent year on year. Shamia Abdul Aziz, head of marketing and communications, said: “James managed our social media platforms especially Instagram which was the main interactive platform with our guests and potential guests during the pandemic. He kept the content relevant to our audience resulting in a signi cant growth.” is the latest in an inspiring career that has seen Josimar Del n rise from the front desk through hard work and talent. In her previous role at Radisson Blu Dubai Deira Creek, Del n repositioned the property as Dubai’s rst ve-star hotel and introduced a number of positive community-sensitive campaigns including staycations for nurses. Albert Van Zyl, general manager at Radisson Blu Hotel, Riyadh & Exhibition Center, said: “Josimar has placed a lot of focus on developing and moulding her leadership skills from running a one man marketing department to overseeing a full team of marketing professionals.” development, he has made himself an indispensable part of the Aloft Abu Dhabi team. The past year has seen him improve the hotel’s TripAdvisor ranking from 65 to 25. Such is Nakka’s ability, the property expects to rise up into the top 10 before the end of this year. Hotel manager Patrick Baptist is delighted to have Nakka in the role. He said: “Once the hotel opened, Jay ensured we were 100 percent ready by creating a fantastic video about all the measures we have taken to ght this pandemic and communicated it to the world. His passion, dedication and commitment to the hotel and his colleagues is greatly appreciated.” Jayadev Nakka Senior marketing manager, Aloft Abu Dhabi Described as a “one-man show” when it comes to marketing, Jayadev Nakka does it all. From producing his own videos, doing F&B photography, and even app Marketing Power List 31 July 2021 hoteliermiddleeast.com Jovana Crutchley Cluster public relations manager, Hilton Dubai Jumeirah and Hilton Dubai The Walk Creativity is the key for Jovana Crutchley, whose innovative ideas created a storm of interest in Hilton Dubai Jumeirah’s reopening following its temporary closure during the pandemic. With activations including a Mums Club and themed staycation deals, Crutchley ensured that both media and customers Karthik Priyadarshan Country Digital Director, Rixos Hotels While Karthik Priyadarshan may only have ve years’ experience in the hospitality industry, he’s already making his mark. As the rst country digital director at Rixos Hotels UAE, Priyadarshan was at the forefront of kick-starting the hotel’s digital presence. He was responsible for establishing a digital eco-system across could not ignore her hotels when Dubai came back to life. Dan Cor eld, senior director, communications Europe, Middle East & Africa Hilton, said: “Brimming with ideas and always looking for new and interesting ways to generate interest in the hotels and the dining outlets, Jovana delivers strong results – creating a halo effect for Hilton at its landmark properties on JBR.” Rixos Premium Dubai, Rixos The Palm Dubai Hotel & Suites, Rixos Bab Al Bahr, and Rixos Premium Saadiyat Island. His Welcome Back campaign generated AED 1.3 million revenue on direct web bookings from September to December 2020, while his winter campaign generated AED 5.2 million revenue from January to March 2021. Ali Ozbay, country marketing director, said: “Over the last two years, I’ve witnessed Karthik consistently bring comprehensive strategies, execution and ideation to the table that helps us reach our goals and objectives faster, easier and more cost-effectively.” Bautista has also developed and grown within the digital marketing segment in order to set up campaigns with tracking and ROI in line with current requirements. Director of operations, Angela Christodoulopoulou, has been impressed: “The past year has been of extreme situations on a daily basis, with ongoing changes and updates. Karlyn maintained her enthusiasm and dedication which has been exceptional, even though this has been an extremely challenging situation on a professional, personal and global basis. Karlyn has been a contributor continuously within her capacities of marketing with creativity and devotion.” Karlyn May Bautista Assistant digital and marketing manager, So tel Abu Dhabi Corniche Within this year, Karlyn May Bautista successfully, and with limited resources, managed to implement ALLSAFE and GOSAFE certi cation at the hotel, following all brand standards as well as ensuring the successful relaunch of the restaurant at the hotel. Marketing Power List hoteliermiddleeast.com July 2021 32 Kaveendra Chandradasa Digital marketing executive, InterContinental Abu Dhabi Kaveendra Chandradasa is no stranger to Hotelier Middle East, having been shortlisted for Young Hotelier of the Year in our 2020 awards. With just over six years’ experience in the industry, he has been instrumental in ensuring that InterContinental Abu Dhabi is a success. During 2020, he took the lead in the marketing department, working solo for three months. His staycation packages for the hotel created a revenue of AED77K. Wael Sami, director of sales and marketing, said: “Kaveendra is very talented and a great asset to the commercial and marketing team. During the pandemic, a graphic designer left and the marketing director moved on, which meant that he was the only person Kim Castro Cluster marketing and communications manager, Crowne Plaza Doha and Holiday Inn Doha – The Business Park Kim Castro may have only been working in marketing for four years, but she’s already one to watch. In 2020, Castro was appointed cluster marketing manager for Crowne Plaza Doha and Holiday Inn Doha – The Business Park. She has been the driving force behind in-hotel marketing, corporate campaigns and produced impressive results. She has increased the channels’ engagement by 221.6 percent in Crowne Plaza and and 232 percent Holiday Inn. As a result, guest satisfaction indexes have exceeded targets at both hotels. Vasken Vartanian, director of sales and marketing, said: “Kim is a highly regarded person within our hotels and one of the most known hotel marketers and PR people in Doha.” in marketing. Even though he has digital expertise, he took on board additional tasks smoothly. Kaveendra plays an important role and is highly regarded amongst his fellow colleagues.”Marketing Power List 33 July 2021 hoteliermiddleeast.com Lana Ghawi Multi-property marketing director at The St. Regis Amman, W Amman, Al Manara, a Luxury Collection Hotel, Saraya Aqaba Even though Jordan was in lockdown, that didn’t hold Lana Ghawi back. She set up Tune In, Turn Up – a successful campaign on W Amman’s helipad, which live streamed DJs and increased Instagram visits by 796.6 percent. W Amman’s 5 after 50 campaign celebrated reaching 50,000 followers on Instagram. A series of activations took place, which included a TikTok campaign that reached 782,000 views. At Al Manara, a Luxury Collection Hotel, Ghawi formed successful partnerships with Taj Lifestyle. This generated JOD35,350 in room revenue. At St. Regis Amman, Ghawi launched Segreta and helped attract customers. Erden Kendigelen, multi- property general manager, said: “Lana Ghawi has exempli ed the qualities of multi-property marketing leader in the hospitality industry. Lana’s commitment to excellence, creativity and out of the box approach has set new benchmarks in Mariela Hristova Public relations and marketing manager at Ajman Hotel by Blazon Hotels Mariela Hristova has more than ten years’ experience in marketing. Creative, innovative, ef cient and organised, she is willing to take on dif cult projects and run the marketing department on her own. Even though Ajman Hotel works under a very tight budget, Mariela never fails to bring positive results. She has helped support Ajman Hotel to achieve signi cant digital results. She managed to keep the response rate on social media under twelve hours. She also bought a total website revenue of AED 196k last year, and AED 22k from social transactions. George Ganchev, general manager, said that Mariela constantly strives for excellence with a positive spirit. providing results-oriented campaigns for all three properties, she is regarded as a valuable asset to the company as a whole, consistently demonstrating excellent PR skills and is always on the lookout for new opportunities to drive business.” Marketing Power List hoteliermiddleeast.com July 2021 34 Merlyn D’Silva Director of marketing, Palazzo Versace Dubai Merlyn D’Silva has been working in marketing for a decade. In 2015, she joined Palazzo Versace Dubai as a marketing and communications manager, growing to an assistant marketing director and eventually heading the department Mujahid Mansoor Area director of marketing, communications and PR Anantara Eastern Mangroves, Qasr Al Sarab Desert Resort by Anantara, Anantara Al Yamm Villa Resort, Anantara Al Sahel Villa Resort, and Anantara Desert Resort Mujahid Mansoor is a trendsetter when it comes to marketing. In the past year he analysed and executed strategic promotions and campaigns that align with the active markets. His team have driven awareness for the active offers across the hotels, resorts and spas. Adrian Stoppe, general manager at Qasr Al Sarab Desert Resort by Anantara, said: “Mujahid has been instrumental in adjusting our campaign channels in line with the new normal during the last year. Muja is a calm and collected leader who understands the market conditions.” in 2020 as director of marketing. She has been responsible for marketing strategies, customer acquisition, engagement, retention, brand awareness campaigns, performance marketing activities and inbound marketing tactics. When Palazzo Versace Dubai faced a challenging situation during the Covid-19 pandemic, D’Silva was credited with being a key asset. Muhammad Atif Ali, executive assistant manager at Palazzo Versace Dubai, said: “Being an ultra-luxury fashion hotel, we were not quite at the top of the priority list for travellers, both local and international. Merlyn was phenomenal at identifying and capitalising on untapped opportunities by spearheading several new initiatives that positioned the hotel as a pioneer in the industry”. The hotel launched the region’s rst e-commerce platform for hotels, collaborating with payment partner Spotii to offer a buy now, pay later service. Her innovation resulted in higher ADRs and a 90 to 100 percent occupancy in months that are traditionally low season.Marketing Power List 35 July 2021 hoteliermiddleeast.com Miguel Rojas Brand marketing director at Rove Hotels In 2015, Miguel Rojas moved to Dubai to join the Rove Hotels pre-opening team as an e-commerce manager. In 2018, he was promoted and oversees all aspects of the brand’s marketing activity. As the brand marketing director for Rove Hotels, Rojas looks after the brand’s seven hotels. Additionally, he works on the Rove Expo 2020, the only hotel inside Expo 2020 Dubai, and Rove City Walk. Despite the pandemic, Rove Hotels Mohammed Aftab Alam Cluster digital marketing manager – IHG Madinah, Dar Al Iman InterContinental Madinah, Crowne Plaza Madinah, InterContinental Dar Al Hijra Madinah Mohammed Aftab Alam played a vital role in the post-Covid-19 recovery at IHG. He was responsible for brand building across digital and social platforms, as well as sharing health and safety messages managed to achieve its nancial targets and ended 2020 with its highest levels of brand awareness. Rojas’ successful campaigns include Rove podcast studio, gamer caves, private hotel of ces, monthly stays and the opening of Rove La Mer Beach. Paul Bridger, head of Rove Hotels, said: “Miguel has been instrumental in putting Rove on the map and relevant in a highly competitive hospitality market. Through Miguel’s leadership, Rove has managed to punch above its weight with exciting marketing and initiatives. Miguel has led partnerships with relevant brands and themes including accessible art, e-sports, co-working and photography.” for guests and colleagues on additional hygiene measures. Once restrictions were eased, he engaged in promotions and continued brand-building activities. The campaigns paid off and successfully bridged the trust with guests and ensured that his properties’ revenues surpassed the predicted forecast. The hotels witnessed a successful season of 2020 Eid Al Adha, 2020 Saudi National Day, 2020/2021 School Vacation, and 2021 Ramdan. Due to Alam’s leadership qualities, the marketing team were able to achieve new heights. Her role has included the repositioning of Andaz Capital Gate as a leading F&B destination in Abu Dhabi. She built brand awareness for the two new signature outlets in the hotel. Julia Gimadyeva, EAM director of sales and marketing at Andaz Capital Gate Abu Dhabi, says: “Milvas has shown tremendous growth in her skills and capabilities as a marketing and communications professional and has proven to be a hard-working, motivated, ambitious and reliable. Along with her enthusiasm and positive energy, Milvas is a great team player who has forged strong relationships with media.” Milvas Burnice Marketing communications manager, Andaz Capital Gate Abu Dhabi Since joining the team at Andaz Capital Gate Abu Dhabi, Milvas Burnice has contributed to the positioning of the Andaz brand in the Middle East. She con dently took over all marketing related activities and implemented them in a proactive and ef cient way. Marketing Power List hoteliermiddleeast.com July 2021 36 Mouna Ouni has worked in marketing for more than 20 years and for a wide range of hotels. On any given day, you can nd her managing creative executions, developing marketing and sales collateral, working on video production or promotional venue designs. Despite 2020 being a dif cult year for many in the hotel industry due to Covid-19, Ouni successfully won 14 awards for Fairmont Bab Al Bahr. Ouni is experienced is creating campaigns that attract customers. At TIME Hotels she launched a summer campaign that led to an increase in revenue by 20 percent. With her nger on the pulse, she has been the driving force behind successful partnerships with in uencers. By tapping into Dubai’s recent staycation boom, she has created sales from residents for Swissôtel Al Murooj Dubai and Mövenpick Grand Al Bustan Dubai. Both properties have seen an increase in inquiries and 10 percent growth in social media audience organically. On top of all of this, she has developed outstanding branding initiatives for several F&B outlets at different hotels. Over her career, she has maintained strong contacts with key trade, consumer, government and freelance travel media in markets. Shona MacSweeney, founder of Querencia Foundation (Uganda), said: “Upon transferring to my third Starwood property and arriving in Dubai in 2005, I joined a fraternity of wonderful PR professionals throughout the UAE and I’m proud to say that Mouna became a dear colleague who never failed to mentor, always extending support and assistance. “Years later, in another regional role, Mouna joined Fairmont Bab Al Bahr and it was my privilege to be able to work with her again. Her experience spans the entire marketing, branding and communications spectrum. She is a dynamic, empowered leader, one who inspires and delivers exponential value to any business. She is commercially savvy, intuitive in her professional dealings and truly emanates what this era of inspired female leadership is all about. “What I admire about Mouna is her ability to nurture and develop talent, and anyone who works within her team will have the opportunity to develop quickly while enjoying her spirited and generous nature. Personally and professionally, Mouna has everything to offer.” “I admire Mouna’s ability to nurture and develop talent“ Mouna Ouni Cluster director of Marketing & Communications, Swissôtel Al Murooj Dubai and Mövenpick Grand Al Bustan Dubai, Fairmont Bab Al Bahr, TIME Hotels, RODA Hotels & Resorts, Millennium HotelsMarketing Power List 37 July 2021 hoteliermiddleeast.com Mustapha M Elkhansa Projects director - marketing, loyalty and brand, Le Méridien Al Khobar Mustapha M Elkhansa is an innovator at Le Méridien. When the company launched Au Soleil, a campaign that was created to initiate new revenue streams for the hotel by combining the all-day dine-in brunch with a brunch at the swimming pool, it had more than 500,000 views on Snapchat. Tarek Bekhiet, area director of marketing, digital and loyalty in Saudi Arabia, Bahrain & Egypt, said it’s just one example of Elkhansa’s fantastic work. He added: “Mustapha is a professional marketer and has great understanding of how digital marketing can have a positive impact on the entire property ROI. During Covid-19, he managed to drive and win local leisure business by implementing creative demand generation packages. Natalie Chahine Director of marketing, W Doha and Residences In the past year, Natalie Chahine launched two concepts, W2GO and WFIT2GO, and led the marketing campaigns of two new outlets, Coya Doha and Sisley Paris Spa. The meal plan and meal delivery service has since brought in more than US$6 million in revenues and is now being rolled out to other W hotels. Meanwhile, her restaurant launches have generated US$200,000 worth of media coverage, leading to increased brand awareness and an uptick in bookings. “Natalie is what we can call a creative and unstoppable guru. She has brought our marketing strategy to the next level. She’s on the forefront of innovation with her team and exhibits an entrepreneur mind-set to lead the market and drive revenue,” said DOSM Quinten Veerman. As a result the hotel was the Rev Par leader in the city. Mustapha has a great understanding of the brand values and programing. His passion and great understanding of social media is a key for his success along with being a strong team player within the team.”Marketing Power List hoteliermiddleeast.com July 2021 38 Nazlee Tayob Director of marketing, W Dubai – The Palm Arguably one of Dubai’s most popular resorts, leading the marketing at W Dubai – The Palm is still no easy task and it was made harder still by the pandemic and a very brief closure period last year. This year and last, Nazlee Tayob has boasted some of her most successful programmes to date. Her global wellness event Fuel Happening in October brought in 200 press clippings, reached ve million people and had a PR value of more than US$100,000, while she organised world- renowned chef Massimo Bottura’s three- day trip to the hotel. Over the past year, she has helped to generate more than 1,100 press clippings, with a total reach of 631,171,400 and a PR value of over $7.3 million. Nisha Primlani- Pugnet Head of marketing and PR, InterContinental Fujairah Resort Helping position and promote IHG’s rst- ever resort in the UAE is quite a daunting task. Though it hasn’t stopped Nisha Primlani-Pugnet from turning the property into one of Fujairah hospitality’s best success stories. With a focus on staycations, she has managed to lift the hotel’s occupancy rates near 70 percent. Both her ‘Limitless’ and ‘Family Staycation’ packages managed to hit their key consumer groups. “Renowned as a brainiac, leaning in on every conversation, her positive energy and agile mind-set with an always-on approach has elevated the resort in 2020 and will do so for the many years to come,” shared GM Vijai Singh.Marketing Power List 39 July 2021 hoteliermiddleeast.com Niza Martinez, a Filipino national, started out as a lead waitress and hostess at Bayview Park Hotel Manila and quickly moved up to become a sales co- ordinator. With her passion and drive, she was then promoted to a sales executive Niza Martinez PR & marketing executive at Radisson Blu Hotel Dubai Deira Creek “One of the industry’s aspiring women in leadership“ where she handled corporate and government accounts. After three years, Martinez decided to move abroad to the UAE. In 2015, she joined the Holiday Inn Bur Dubai Embassy District as a sales coordinator. Then in 2019, she moved to Novotel Bur Dubai as a marketing executive. In 2020, Martinez joined the Radisson Blu Hotel Dubai Deira Creek as PR and marketing executive. She helps handle 15 F&B outlets, 18 meeting and event spaces, a health club and 288 newly renovation guest rooms. Jan Hanak, general manager, said: “Within months of joining the team, she was able to increase the property’s social media presence with targeted marketing activities, launching new speci c accounts for outlets. Having a junior position did not stop her from creating her own marketing initiatives either, as she seamlessly implemented F&B digital strategies that signi cantly contributed to the overall revenues of our 15 outlets. “Niza is relentlessly creative and understands how her role impacts the overall business. She is young, passionate and driven – certainly one to look out for as one of the industry’s aspiring women in leadership.” Martinez launched six social media accounts on two platforms, a landing page for restaurants, bars and health club, which quali ed leads with a 100 percent conversion rate. She increased social media sponsored ads performance by changing strategy and implemented an LSOP for social media community management. Due to this, she decreased response time to under 23 minutes, leading to increased booking conversions. Martinez also implemented WhatsApp marketing and scheduled WhatsApp broadcast, which resulted in an increased conversion of direct revenue. She also led an in uencer marketing campaign that brought about a total reach of 16 Million and 3.5 percent engagement rate.Next >