< PreviousMarketing Power List hoteliermiddleeast.com May 2022 30 Marine Fabbricino Cluster director of marketing and communications, Hilton Dubai Palm Jumeirah, Hilton Dubai Jumeirah, Hilton Dubai Walk Marine Fabbricino’s role within Hilton is a diverse one. She helps drive the strategy and implementation of marketing campaigns for more than 20 bars and restaurants, which include an upper scale Buddha-Bar concept, McGettigan’s, Jones the Grocer and Trader Vic’s at the upcoming Hilton Dubai Palm Jumeirah. In her role across one of Dubai’s classic hotels and one of its newest, she restructured the marketing department from a fl at hierarchy to an agile team where team members have more structure to grow, learn and be exposed to new opportunities to expand their knowledge.” Mary Jane Agra Country PR & communications manager, Rixos Hotels In a year’s time of being the country pr and communications manager of Rixos Hotels, Mary Jane Agra has developed communication strategies that elevated the brand’s profi le and benefi tted Rixos Premium Dubai, Rixos The Palm Dubai Hotel & Suites, Rixos Bab Al Bahr, and Rixos Premium Saadiyat Island. In her role, Agra has increased the PR value by approximately 60 percent across all current properties in the UAE, with the most signifi cant increase of 170 percent for Rixos The Palm Dubai Hotel & Suites. partnership with Nikon and a new room type called Gamer Caves in partnership with RAZER and Playtonia. “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,” added Paul Bridger, Rove Hotels’ chief operating offi cer. Miguel Rojas Director of brand marketing, Rove Hotels One of the driving forces behind Rove Hotels’ ambitious marketing strategies is Miguel Rojas. In the past 12 months, has helped to generated more than $22 million worth of media coverage. He has been key during the opening of Rove Expo 2020 with viral PR campaigns; and he also led campaigns such as a Ali Ozbay, regional director of marketing & communications said: “MJ has helped build the Rixos Hotels brand name in the Middle East with her creative thinking and power of persuasion.”Marketing Power List 31 May 2022 hoteliermiddleeast.com Mouna Ouni Cluster director of marketing & communications, Swissotel Al Murooj Dubai, Movenpick Grand Al Bustan Dubai IIt seems anywhere Mouna Ouni opts to work, she will go above and beyond. A returning face to our Marketing Power List, hoteliers from across her career celebrate her work ethic over the years. From helping Fairmont Bab Al Bahr scoop up over a dozen awards, to increase revenues for TIME Hotels, Ouni’s achievements prove her passion for hospitality above all else. From video production to sales, to marketing, and also venue designs, Ouni does whatever she can to see success for her properties. With a career that extends well over a decade, the director has worked across the industry, across segments, emirates, and disciplines. Today, Ouni leads marketing, communications, and if her last 12 months tell us anything, collaborations. She collaborated with a plethora of international brands such as Bath & Body Works, Thalgo, Bioderma, and Esthederm and hosted several events such as Dubai Fitness Challenge, yoga events, welcoming wellness, afternoon high teas and picnics. Striving to bring infl uencers in for all her events, her recent and biggest collaboration was with 6thStreet, one of the leading fashion e-commerce platforms in the region. 6thStreet’s Ramadan Collection Preview was held at Al Yassat Ballroom, Swissotel Al Murooj Dubai wherein over 200 infl uencers such as Mai Ibrahim with 3.5m followers, Beki Ksri with 2.3m followers, Nazanin Fara with 2.5m followers and Amro Maskoun with 4m followers. She has also helped to push her hotels even further by partnering with a range of travel companies and communities to give the properties an array of the engaging social media material. Beyond her commercial and business acumen, Ouni has successfully used her hotels as a platform for good. Her podcast called “Your Life Story” which she launched in 2021 as a passion project aims to inspire its listeners by discovering untold stories about personal life, career, marketing, PR, mental health, growth, successes and failures from people all over the world. All of these efforts continue to support generating awareness and revenue for both hotels leading them to high occupancy and running busy operations on a regular basis. “The amazing Mouna, passionate, full of energy and creativity. Very responsible in meeting deadlines and executing projects. She will always shine and add value anywhere she works,” shared colleague Mohamed Wakeb. “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,” added her team.Marketing Power List hoteliermiddleeast.com May 2022 32 Mohamed Ashfaq Marketing manager, voco Dubai, Sheikh Zayed Road Mohamed Ashfaq helps handle fi ve F&B outlets, 18 meeting rooms and one ballroom, a health club, and 471 guest rooms. Under Ashfaq, the hotel has increased its social media performance and boosted booking conversions through direct channels. Simon Stamper, area general manager said: “Within months of joining the team, Mohamed was able to increase the property’s social media presence with marketing activities of the hotel, launching new promotions for outlets. “Ashfaq is relentlessly creative and understands how his role impacts the business. He is passionate and driven – certainly, one to look out for as one of the industry’s aspiring marketing leadership.” Mrinaliny Mitra Assistant director of marketing and communications , Swissôtel Al Ghurair and Swiss ô tel Living Al Ghurair Leading the hotel’s marketing campaigns, including elaborate festive and Dubai Fitness Challenge in 2021, Mrinaliny Mitra HAS secured a PR value worth US$2.2 million while ensuring a nine percent direct conversion on the digital platforms and growing social media channels of Facebook, and Instagram and LinkedIn by 20 percent. With a clear passion for fi tness, During Dubai Fitness Challenge 2021, she launched a partnership with SportsArt and Al Ghurair Centre shopping mall for a sustainability sports campaign of “What’s your Watt” challenge for guests to participate for free and generate electricity through a workout. This event grossed a PR value of $1.7 million by itself.Marketing Power List 33 May 2022 hoteliermiddleeast.com Nadine Seebacher Director of marketing, FIVE Palm Jumeirah Five Jumeirah Village With a brand like FIVE Hotels and Resorts, it can look like the social media and marketing takes care of itself. After all, the Dubai brand has a loyal following of infl uencers and celebrities already. A lot of hard work goes into marketing at FIVE, and Nadine Seebacher is a big part of it. Thanks to her, FIVE has more than 700,000 active social media followers across all platforms, along with 60 million views on TikTok alone. Outside of social media, Seebacher was key in the success of Goose Island Tap House at the JVC hotel, helping position the hotel and achieve a 1,233 percent increase in social accounts reached in the last 90 days (at the time of writing). Natalie Chahine Director of marketing, W Doha Hotel & Residences In 2021, Natalie Chahine and her team went into overdrive to lead W’s fi rst Formula 1 Brand Sponsorship as Event Supporter & Offi cial Hotel Sponsor of the Qatar Motor & Motorcycle Federation, reaching a total audience of over 1,660,475 locally and regionally. This achievement did not go unnoticed “Natalie is a powerhouse of ideas and energy when it comes to getting the best out of hosting and sponsorship deals. Her ability to leverage personality appearances for the good of the brand and hotel’s positioning is exemplary and puts W Doha at the top of the ‘see and be seen’ wish list,” said Deveekaa Nijhawan, global head of international PR & comms, Qatar Tourism. Marketing Power List hoteliermiddleeast.com May 2022 34 Nora Al Otaibi Assistant director of public relations and marketing, The Ritz-Carlton Riyadh With over seven years of hospitality experience Nora Al Otaibi has a fi rm understanding of the market and the rate in which its hotels are evolving. “Nora is a professional and talented Saudi female marketer and has great understating of how digital marketing can have a positive impact on the entire property ROI. Nora has done an amazing job launching Le Meridien brand in Riyadh during a diffi cult environment, she managed to drive and win local leisure business by implementing creative demand generation packages,” explained Tarek Bekhiet, area director of marketing, digital and loyalty, Saudi Arabia, Bahrain and Egypt. Paromita Ohri Assistant director of marketing & communications, Double Tree by Hilton Dubai M Square Hotel & Residences A rising star in Hilton, Paromita Ohri has been with the hotel major since 2017, continuing to elevate each hotel she fi nds herself at. Now with DoubleTree by Hilton Dubai M Square Hotel & Residences, she has been instrumental in hotel’s successful opening. “Paromita is one of the most resourceful and talented marketing managers I have ever worked with. Her curiosity, innovative thinking and creativity make me feel very comfortable during our operations. She is open to new ideas and possesses a desire to understand the concept that may be diffi cult to grasp at fi rst glance” shared Serpil Guney, GM. Marketing Power List 35 May 2022 hoteliermiddleeast.com Raveena Marwah Assistant director of marketing, Sharq Village & Spa, a Ritz-Carlton Hotel Doha Raveen Marwah has led the marketing efforts at the Sharq Village & Spa, a Ritz- Carlton Hotel Doha for the past four years. In that time, she has helped transform one of the country’s most cherished spas, while also keeping the hotel up to date with modern demands. From digital innovations to getting on the ground herself and working with local partners, Marwah has kept her hotel as an industry leader by getting involved in all facets of the business. Her ability to balance local traditions with modern touches such as live music events and celebrity events has kept the hotel relevant amongst a vast pool of clientele. As seasoned hospitality professional with 11 years of experience in the industry, specifi cally with luxury hotel brands, Marwah has led a varied portfolio of campaigns, events and initiatives in everything from food & beverage events and promotions, wellness campaigns, brand partnerships, infl uencer events and community footprint initiatives. Some of her greatest achievements include the marketing rollout at the launch of Iris Doha at Sharq Village & Spa, a Ritz-Carlton Hotel Doha in 2019, along withthe re-branding of The Cigar Bar to a completely revived concept called ‘El Cedro Pan-Latin Lounge’. Previously, this lounge; a more mellow space, was rebranded in 2019. In more recent times, she was responsible for the complete rebranding exercise of the spa at Sharq Village, previously managed by the Six Senses brand to The Ritz-Carlton Spa. This particular marketing strategy demanded everything from digital strategies such as setting up a dedicated and branded website with PPC and SEO efforts in place and setting up a gift vouchers website for wellness; to infl uencer outreach and visiting wellness practitioner tie-ups and local partners. Yazan Latif, GM of the property said: “Raveena is an extremely dedicated professional with intelligence and ambition on her side. As an individual, she is very well informed, be it with local area, brand or industry-related knowledge and she always seeks to learn more, which is favourable for her growth prospects. Raveena is also incredibly intelligent and makes well-thought out decisions, especially in high-pressure situations and manages leadership responsibilities with complete sincerity. Raveena brings a wonderful energy to the team and is a great team player, mixing well with all divisions in the hotel, as well as other stakeholders for the brand which just goes to defi ne her as a true Ritz-Carlton ambassador. She has a personal passion for community service.”Marketing Power List hoteliermiddleeast.com May 2022 36 Peggy El Khoury Resort director of marketing and communications, Hilton Salwa Beach Resort & Villas Working at Hilton Salwa Beach & Villas is the culmination of 17 years of hard work for Peggy El Khoury. One of Qatar’s most ambitious hospitality ventures, Khoury has been there to ensure the hotel and waterpark worked together in harmony. Thanks to El Khoury, the hotel’s opening reached more than 48.5 million readers worldwide across 30 interviews and 50 infl uencers. The creative mind also introduced a ladies night at the water park itself, selling around 7,500 tickets and bringing in six fi gure revenue numbers. “Successfully opening not only a Hotel but a brand new Resort Destination and Waterpark to Qatar. “An incarnation of Hilton purpose to share the light and warmth of hospitality by innovating the way we engage, hear and delight our guests,”said Etienne-Charles Gaillez, country GM Qatar. Rana Saab Complex director of marketing & communications, Al Jaddaf Rotana, Dubai Rana Saab has not only proven her marketing skills, but also a deep understanding of the wider hotel business. For example, the hotel had 47 percent increase in reach YOY and an engagement rate of 6.79 percent in their online channels which resulted in 162 direct leads from their campaigns within six months. Moreover, her pay-per-click campaigns in 2021 resulted in revenues of AED339,717; while website visits increased from 22,390 visits to 65,649 visits. “Rana Saab’s proven ability to design and deliver successful campaigns, fi nd creative solutions to challenging communications and exceed expectations, has earned her a reputation as a highly valued collegue,” said Haytham Omar, GM.Marketing Power List 37 May 2022 hoteliermiddleeast.com Rebecca Renée Marketing manager, W Abu Dhabi – Yas Island Previously on our 30 under 30 list as a marketing executive, Rebecca Renée has promptly risen the ranks of the popular Yas Island property. It’s clear to see why, she has helped with innovative campaigns around Emirati womanhood, UFC, and environmentalism and sustainability, helping show the hotel as a place to support various different communities. “Eminently measured and absolutely passionate in building out projects – her talent was fi nding a way to not simply tick a box but to add value, exceeding expectation along the way,” said Jatinder Singh, DOSM. “Rebecca is without doubt an expert in her fi eld who possesses a deep understanding of the market.” Ruba Taha Director of marketing and communications, Grand Hyatt Amman Certainly, Ruba Taha has had her fair share of marketing wins over the last 12 months, including the launch of the fl agship The Lombard Amman. But her greatest feat this year wasn’t something within her core responsibilities, it was a passion project. Taha initiated Women@Hyatt in Jordan – the group’s companywide campaign to empower women through mentorship, volunteering programmes, networking, executive exposure and other means. Thanks to her, female hoteliers in Hyatt Jordan now brighter horizons and ways to advance their careers. “Ruba is of great value not only to Grand Hyatt Amman but Hyatt in general. Ruba’s drive for change also made her the perfect leader of our ‘Women atS Hyatt’ Chapter Jordan with which we are aiming to further grow future female leaders in our country,” said Ben Wozny, GM. Marketing Power List hoteliermiddleeast.com May 2022 38 Ruth Archer Director of PR & marketing, The St. Regis Downtown Dubai Posted at The St. Regis Downtown Dubai since it fi rst swung open its doors, Ruth Archer has played a pivotal role in the hotel’s positioning as one of the most opulent destinations in Downtown. Joining a month before the hotel’s opening in October 2021, Archer effortlessly juggled the monumental task alongside her existing role as director of marketing, PR and communications for Marriott Al Forsan Abu Dhabi. It was at the new St. Regis though – her most senior role to date – did Archer truly come into her stride. She has come up with many creative hotel concepts including the Tiny Tea afternoon tea, partnering with local authors, launched The St. Regis Brunch - and successfully selling out the occasion in two weeks. Sabra Thani Director of marketing and communications at Lapita, Dubai Parks and Resorts, Autograph Collection Hotels Sabra Thani is the fi rst female Emirati marketing and communications director in Marriott in the UAE. Despite the travel bans during the pandemic and the various challenges, including working alone without a team to support her, Thani has managed to maintain the resort. Her initiatives have increased occupancy by 19.6 percent and ADR by 10.8 percent. “Her creativity and passion for the brand are evident in every aspect of her approach, which translates to innovate, tailored campaigns that resonate with travellers from all cultures. I am very privileged and honouresd to work alongside her,” said Naleem Ariff, GM.Marketing Power List 39 May 2022 hoteliermiddleeast.com different brand standards. Working across Radisson Blu, Park Inn, Crowne Plaza, Staybridge Suites, Rotana and Centro Yas Island, Kainat’s role has her deploying a plethora of strategies. She has successfully hosted top GCC infl uencers with a combined reach of 3.2 million; she has boosted the hotels’ gross profi ts with her campaigns; and she has generated some 10,000 inquiries through social media. “She is a meticulous employee who is always making the best out of every fi nancial situation. Her articulate personality and skills have earned the Yas Plaza Hotels several accolades,” said Saurabh Bakhshi, area GM. Safi era Imogene Sait Director of marketing & communications, Jumeirah Al Naseem, Jumeirah Al Qasr, Jumeirah Mina A’Salam, Jumeirah Dar Al Masyaf Through the controlled use of direct channels and smart marketing strategies, Safi era Imogene Sait has been able to increase website traction by over 14 percent YOY, making it the strongest performing retail channel for Madinat Jumeirah. Able to create a new campaign for every season, she has devised ways to keep her hotels relevant all year round. From working with Dubai’s Department of Economy and Tourism directly, to the hotels with marketing plans, annual budgets with measurable objectives and strategies. Her role demands a mix of both maintaining beloved, established properties and elevating brand new ones, a task she continues to excel in. Nader Halim, cluster general manager said: “Sally has been with Hilton since 2015 and we are very pleased to have her on board. Her dedication, resilience and proven record of achievements have made her indispensable to our track record of success. Sally has been one of the main reasons for the cluster’s commercial success.” Sally Moustafa Cluster director of marketing & communications, DoubleTree by Hilton Resort & Spa Marjan Island, DoubleTree by Hilton Ras Al Khaimah, DoubleTree by Hilton Ras Al Khaimah Corniche Residences, Hampton by Hilton Marjan Island Sally Moustafa played an integral role during the opening of DoubleTree by Hilton Ras Al Khaimah Corniche Residences and Hampton by Hilton Marjan Island by establishing the positioning of supercharging revenues with summer and winter tourism campaigns, Sait has supported her hotels with both regional and international business. Florence Dubois, VP of marketing, said: “Her ability to recognise market trends and connect with people through various channels of communications makes her stand-out in the vast pool of marketing professionals.” Sama Kainat Marketing manager, Yas Plaza Hotels Working across a cluster is already challenging, but Sama Kainat manages to do it while also understanding a range of Next >