< PreviousMarketing Power List hoteliermiddleeast.com May 2023 30 FERRY JOSEPH T. TRINIDAD Cluster digital marketing manager, Novotel & ibis World Trade Centre & ibis One Central In his role, one of Ferry Joseph T. Trinidad‘s most successful projects was his content-driven strategy of producing 10-15 second videos featuring different events and holidays related to the cluster hotels. He curated customised video reels showcasing the properties as the best accommodation during exhibitions happening at DWTC, located at the Dubai FULGENTIUS LEONARD Digital eld marketing manager, Marriott International Qatar Fulgentius Leonard was able to increase hotels’ digital direct bookings year- to-date (YTD) in 2023 by more than 13 percent compared to the previous year in just three months, indicating a successful implementation of revenue strategy into digital marketing planning. This approach taps into the right time, GUNTRA BUSH Director of marketing & communications, So tel Dubai The Palm More than a markeeter, Sofitel Dubai The Palm’s Guntra Bush is a businesswoman, having used her role to spearhead a range of money- making launches and activations. One of Bush’s most notable achievements was the launch of the Laguna Beach Taverna & Lounge. She developed and executed articulate marketing World Trade Centre. He also featured the hotels’ amenities and dining discount bene ts, which increased the social media reach and engagement of three hotels by 20-30 percent between 2021 and 2022, with a signi cant increase in followers from 25 to 62 percent. Another initiative of his was maximising the bene t of having microsites for Novotel World Trade Centre and ibis One Central by creating customised landing pages for all key accounts and partners of the cluster. This increased direct revenue from the website massively in 2022. strategies that resulted in a 777 percent increase in outside guests visiting the resort’s property, an achievement any hotel would dream of. Since the official opening in November 2022, the venue has become one of the most popular day-to-night beachside destinations in Dubai, attracting more outside guests through cleverly executed marketing activations and brand building campaigns. Under Bush’s leadership, the venue exceeded revenue expectations by 20 percent already. FATMA KURT Assistant director of marketing, Sheraton Grand Doha Resort & Convention Hotel During her hospitality career, Fatma Kurt has delivered pro table marketing solutions and campaigns, harmonised with her passion in PR and digital marketing. In the short time since joining to Sheraton Grand Doha in late 2021; she has launched 35 big campaigns and more than 75 mid-size campaigns. Apart from these, she took a lead to promote the hotel in the international and local market during the biggest football event in 2022 with huge success; including room nights driven from speci c markets, F&B revenue and sponsorship. With strong digital marketing skills, the hotel’s digital room night target has increased by 15 percent, social media impression has increased by 37.5 percent and social media follower numbers are up by 10.75 percent against a year prior. right advertisement, and right market, leading to more than two million impressions for a single campaign in March 2023. Moreover, Leonard has improved hotel channel visibility organically, moving from page three to page one in Google and achieving a 100 percent content score on OTAs. They have also explored new platforms for advertising, such as Spotify and Waze, which are not commonly used in the Middle East market.Marketing Power List 31 May 2023 hoteliermiddleeast.com HANAN EISSA VP marketing & PR, Atlantis Dubai In charge of arguably the greatest marketing drive of the decade (globally even), Hanan Eissa played a crucial role in signing and securing major talent for the event that was Atlantis The Royal’s opening. She designed and implemented the highly-regarded marketing and PR strategy for the pre, grand, and post- IONELA SAVESCU Director of marketing and PR, Palazzo Versace Dubai In 2023, Ionela Savescu celebrates her seventh year with Palazzo Versace Dubai, during which she has focused on creating and executing various campaigns to develop the brand further and enhance its loyalty, guest retention, and satisfaction. She has tapped into utilised tech innovation, travel trends, and behaviours across various markets to create campaigns that have delivered JASVIR KAUR Cluster marketing & PR manager, Wyndham Hotels Ajman According to her team, one of Jasvir Kaur’s most notable initiatives was to eliminate all outsourced marketing and communication activities, which has tremendously bene ted the three hotels. Kaur is a self-taught individual who has contributed signi cantly to the growth of Wyndham hotels in Ajman. She has a particular interest in social media marketing, and she has used this skill to promote multiple staycation campaigns resulting in increased revenues and occupancies of the three hotels. As a result of Kaur’s efforts, Wyndham Hotels Ajman closed 2022 with a 95 percent occupancy rate and has maintained over 97 percent occupancy in Q1, 2023, with no signs of slowing down. both awareness and nancial impact. She and the marketing team have also given a lot of attention to staying relevant online as a brand and have achieved an accelerated social media growth by 221 percent in 12 months, delivered a minimum of two million impressions per campaign, and shown a 28 percent growth in website traf c year-on-year. In addition, the property has seen a 117 percent increase in the number of followers on all its handles, and campaigns have resulted in increased direct bookings via the hotel’s website. opening of the resort. As the leader of a team of 30+ PR and marketeers for Atlantis Dubai, Eissa has taken the destination from strength to strength since she joined the brand in 2015. She is an integral part of the Atlantis Dubai leadership team and is credited with shaping and de ning the Atlantis brand as it stands today, leading the destination to achieve record-breaking results over 2022 and into 2023.Marketing Power List hoteliermiddleeast.com May 2023 32 JAYADEV NAKKA Assistant director of PR & marketing, Marriott Hotel Al Forsan, Abu Dhabi With technical expertise and in- depth knowledge of Marriott tools and processes, Jayadev Nakka has developed extensive media relations and maximised brand visibility and mileage in the UAE market for his hotel. He has implemented innovative KARIMA DANAO Marketing manager, Kempinski Hotel & Residences Palm Jumeirah In the past year, Karima Danao has led a partnership with a leading wellness organizer in Dubai to host a tness festival at the resort. The event was a huge success, with nearly 300 attendees and a PR reach of 19.2 million and a PR value of in the hundreds of thousands. This event showcases her excellent skills in strategic partnerships, public relations, and event management. Her social media strategy has also KATHLEEN BALADAD Assistant marketing manager, Sharq Village & Spa, a Ritz-Carlton Hotel Kathleen Baladad has successfully led the hotel’s marketing efforts alone since the start of the year, overseeing the development and execution of marketing plans and strategies, managing budgets, identifying target audiences, creating content, and executing campaigns. In addition to her leadership, she also serves as the graphic designer and social media manager of the property, handling every aspect of marketing. Her keen eye for design and attention to detail have resulted in effective marketing materials, and her social media campaigns have increased brand awareness and customer engagement. Baladad has led several successful campaigns for the hotel, including projects such as Ramadan, Wellness Week, and Spa & Wellness special events. Her comprehensive marketing plans, social media content, and promotional materials have resulted in increased bookings and revenue for the hotel’s facilities. been instrumental in the hotel’s success. Her ideas and dedication to creating engaging content resulted in a remarkable 270 percent increase in social media engagement from last year. According to her team, what sets Danao apart from her peers is her commitment to promoting her colleagues’ achievements. Her efforts have created a culture of support and recognition within the team, leading to a more motivated and successful organisation. Four of her colleagues have made it to the trade industry power lists in their respective elds in the region thanks to her efforts. marketing strategies that have effectively boosted the hotel’s direct booking revenue by over 15 percent through Marriott.com, resulting in 30 percent growth in social media platforms. His DOSM Ammar Helal added: “He has created a supportive environment that encourages team members to share their ideas, experiment with new approaches, and continuously improve their skills.”Marketing Power List 33 May 2023 hoteliermiddleeast.com KIRAN KUMAR Cluster director of marketing, Marriott Marquis City Center Doha, Le Meridien City Center Doha & Marriott Executive Apartments City Center Doha Since 2022, Kiran Kumar has spearheaded the successful launch of F&B concepts at Le Meridien City Center, including new restaurants, in a highly competitive marketplace. He also launched Farmore Thn Burger as a concept for Marriott Executive Apartments, attracting a new target market to the property. Moreover, Kumar improved the digital room night performances of Marriott Marquis and Le Meridien with double-digit growth, further demonstrating their marketing expertise. Kumar and his team integrated holistic marketing and PR campaigns to position the F&B offerings, including multiple weekend brunches at Marriott Marquis, successfully in the market. Kumar’s continuous PR and marketing efforts, including in uencer collaborations, have helped drive awareness and visibility for all cluster hotels, F&B venues, and the spa. LAMIS KHALID Marketing & content manager, Crowne Plaza Jeddah Al Salam Though outside of Qatar, Lamis Khalid has been behind the World Cup Awareness campaign which achieved remarkable success for the Jeddah hotel. The World Cup Awareness campaign succeeded in driving viewership traf c to a number of one million views, engaging the community internally and externally. The campaign was able to drive traf c to all call-to- actions possible, directly on the hotel number and online through various social media channels. LAURENCE KLETT Director of marketing communications and sustainability, Al Baleed Resort Salalah by Anantara Laurence Klett is a master when it comes to food and beverage marketing. She has worked to promote the Al Baleed Food Festival in November 2022. This established Salalah as a top culinary destination and received signi cant international media coverage. The festival featured six international chefs. She utilised social media platforms to showcase the resort’s gourmet experiences, creating reels that highlighted new experiences such as the oating breakfast tray and Dining by Design. Her strategy resulted in a strong 290 percent increase in Instagram followers and 561 percent increase on Facebook followers, with high engagement rates. Aside from her achievements in marketing and F&B, Klett is also passionate about sustainability and actively supports and promotes the resort’s efforts to extend the onsite herb garden and create a hydroponic farm to grow more fresh produce onsite. A sustainability champion as much as she is a stellar marketeer.Marketing Power List hoteliermiddleeast.com May 2023 34 LE KIM THUY TRANG Marketing communication manager, Anantara Downtown Dubai Part of the team leading the shift conversion of what would be Anantara Downtown Dubai, Le Kim Thuy Trang joined Minor Hotels for her rst role in Dubai. In the span of a year, she has put the hotel at the top of its comp-set in terms of social engagement, and continued to drive revenue through her activations. Minor Hotels regional director of marketing communications Hana Fuchs said: “Within months of joining the team, she was able to increase the property’s social media presence with targeted marketing and influencer campaigns. She is always looking for creative new ideas on how to increase social media engagement and creativity, putting Anantara Downtown Dubai Hotel first among her comp set.” LESLIE WEDDLE Director of marketing & communications, Conrad Abu Dhabi Etihad Towers Leslie Weddle is an experienced and skilled marketeer who has made a remarkable impact since joining Conrad Abu Dhabi Etihad Towers in 2021. She brings over a decade of experience in the F&B and hospitality industries, her own marketing air, and exceptional communication skills to the team. Weddle’s upbeat and composed demeanour under pressure make her a valuable asset to the team. Her passion for learning and growth in the eld is evident in the on-trend marketing strategies she has implemented for the hotel. Her guest-focused approach has also noticeably improved the hotel’s website and app, which she has ne-tuned and helped in generating substantial pro ts for the hotel. LILIYA VAFINA Marketing manager, Sheraton Hotel Oman Liliya Va na recent accomplishment has been launching the Delhi-Lahori Night - a testament to her creative skills and expertise in organising events. This theme night combined food from two different cultures - India’s Delhi and Pakistan’s Lahore - to create a dining experience for guests. She ensured that the launch was a grand success by arranging for a photo and video shoot, a media table, and press releases in major publications. The Delhi-Lahori Night turned out to be the success story of 2022, thanks to her efforts. Apart from her event planning skills, Va na is known for her ability to build trust and con dence among her colleagues. She has played a signi cant role in all major projects for her company, including successful collaborations with Muscat Bay for the Cliff Deck catering project and a partnership with Oman Aquarium for the indulgent Ramadan iftar buffets. She has had a superb year and has put her hotel at the forefront of peoples’ minfds.Marketing Power List 35 May 2023 hoteliermiddleeast.com MARWAN AL ZADJALI Marketing manager, Anantara Al Jabal Al Akhdar Resort In the past year, Anantara’s Marwan Al Zadjali has supported the launch of Olive Harvest Festival in September 2022, which received great coverage in the local media and was a big success. Marwan’s contributions have also been instrumental in establishing the resort as a wellness destination through the launch of a new wellness menu on Global Wellness Day 2022, with a PR campaign to promote the new wellness experiences through local media, social media and digital marketing campaigns. In addition to his marketing and PR responsibilities, he has also managed the social media pages for the resort, resulting in a steady increase of over 10,000 followers since he joined the team. Furthermore, he has assisted the company with the debut of the Avani brand in Muscat, which successfully opened its doors last year. MASHA JEVTOVIC Marketing manager, Hampton by Hilton Marjan Island and DoubleTree by Hilton Ras Al Khaimah For an impressive seven years and counting, Masha Jevtovic has been loyal to Hilton’s operation in the northern emirate. Over the years, she has worked across clusters, working with six properties and five brands in that time. From helping open the world’s largest Hampton by Hilton on Marjan Island to continuously increasing the awareness of her properties, Jevtovic has a firm understanding of what it takes to super-charge any Hilton property. Her general manager John Riad said: “Jevtovic’s passion for the hospitality industry is evident in her hard work and dedication, which have been highly valued and appreciated in her previous and current roles.” MIGUEL ROJAS Director of brand marketing, Rove Hotels Miguel Rojas and the Rove Hotels marketing team had a successful year promoting the brand and driving commercial success through their digital, PR, branding, and social media activities. Under Rojas’ leadership, the team launched several high-impact activities that resulted in Rove capturing 71 percent share of voice of all brand mentions within its competitor set of ve brands. The team also launched TikTok for the Rove Hotels brand, amassing 25,000 followers within less than a year, making Rove one of the most followed hospitality brands in the MENA region. Rojas played a vital role in the opening of two major hotels for the brand, Rove Expo 2020 and Rove City Walk, which were launched just two weeks apart from each other. He and his team utilised this opportunity to put the brand on the global stage for the duration of the event. Marketing Power List hoteliermiddleeast.com May 2023 36 MIGUEL JIMENEZ Brand marketing manager, Mondrian Doha, SLS Dubai & Hyde Dubai Miguel Jimenez is a seasoned marketeer who has made a signi cant impact on the success of three iconic hotels in the Middle East: Mondrian Doha, SLS Dubai, and Hyde Dubai. With over ve years of experience at Ennismore, he has been an instrumental part of the pre-opening preparations of these hotels, and his leadership has continued to deliver exceptional results to this day. As a key member of the Ennismore team, Jimenez has been the driving force behind the digital strategies of the three hotels, positioning them at the forefront of the hospitality industry. His exceptional leadership skills and passion for the hospitality industry have helped him lead the creative development of the hotels, with a focus on increasing pro ts by positioning them as the ultimate lifestyle destination for discerning travellers from around the world. Jimenez’s innovative approach has been key to the success of the Mondrian brand, where he has translated the essence of the brand into plans and market strategies that have increased brand equity and customer loyalty. He has launched new concepts such as Ella Mia, an exclusive and sophisticated café, and 12 Chairs, while also leading the launch of all F&B outlets of the hotel. His focus on delivering unique experiences for guests has led to the development of initiatives such as “Taste to Go,” “Taste of Mondrian,” and “Mondrian Live,” which have provided guests with bespoke dining and entertainment experiences that celebrate the hotel’s eclectic positioning. Jimenez’s hard work and dedication have been recognised by every team member of the hotels, and he continues to deliver consistent, enriching, and elevated experiences for all guests. His passion for the industry and forward- thinking approach have made him an integral part of the Ennismore team, and he will undoubtedly continue to lead the three hotels into excellence. Mikel Ibrahim, Mondrian Doha’s general manager said: “We are thrilled to have Miguel as an integral member of the Mondrian family for the past ve years. His ambition towards making the Ennismore hotels a cutting-edge destination, has been truly evident throughout his years. Miguel’s creativity and strategic mindset has greatly impacted the reputations of the three hotels within the region, positioning them as iconic properties for local and international guests. We are sure that this is just the beginning of Miguel’s journey and that he will be leading the hotels to new heights.”Marketing Power List 37 May 2023 hoteliermiddleeast.com MOUNA OUNI Director of marketing & communications, Swissotel Al Murooj Dubai A regular in this list, Mouna Ouni continues to shine in her role, using her reach, connections, and drive for doing things differently to set the standard when it comes to creative marketing. In previous years, she has collaborated with international brands such as Bath & Body Works, Thalgo, Bioderma, and Esthederm, as well as hosting several events such as Dubai Fitness Challenge, yoga events, welcoming wellness, afternoon high teas and picnics. Responsible for all marketing materials, advertisement campaigns and PR strategies, Ouni successfully increased the followers and engagement of Swissotel Al Murooj Dubai’s Instagram page. She has curated content that resonated with the target audience, resulting in an increase in followers as well as driving engagement with in uencers and hotel guests. Her efforts led to a signi cant 98 percent increase in followers and a 95 percent increase in engagement across the board. In her latest accomplishment, Ouni collaborated with local in uencers to promote the Iftar offer at Pergolas and provided a special discount to their followers, which contributed to 30 percent of the revenue during the Ramadan period. Ouni’s remarkable marketing and PR skills have undoubtedly contributed to the success of the hotels and brands she has worked with throughout her career. Amro Nagah, general manager of Swissotel Al Murooj Dubai commented: “Mouna Ouni is one of the most dedicated people I have ever met. She’s always willing to go above and beyond with her work. She has done an excellent job in her role, consistently exceeding expectations and delivering on key business goals. I am proud to have her as part of our team.”Marketing Power List hoteliermiddleeast.com May 2023 38 MOHAMED ADEL Director of marketing and communications, Shangri-La Jeddah Along with his team, Mohamed Adel’s performance in the past year has been nothing short of historic. Shangri-La Jeddah’s rst year of operations has seen it become one of the ultimate lifestyle destinations in Saudi Arabia. Debuting a new brand into Saudi Arabia is no small feat, but thanks to Adel’s expertise and the con dence in his eld, he and his team successfully established and positioned the luxury hotel brand in a highly competitive market of Saudi Arabia. As general manager Alexander Blair explained: “Throughout my career, I have had the pleasure of working with many talented professionals, but I can con dently say that Mohamed Adel stands out as one of the most dedicated, creative, and results-driven individuals I have ever encountered.” MRINALINY MITRA Assistant director of marketing and communications, Swissotel Al Ghurair & Swissotel Living Al Ghurair In the past year, Mrinaliny Mitra has championed a new content creation project through lifestyle photos and videos, which has helped to increase the digital capture ratio and campaign conversion by 21 percent. Additionally, the bounce rate from the website has decreased by 23 percent, and all digital touchpoints on the guest experience front have been uplifted. In terms of speci c achievements, she led the re-launch of the hotel’s sustainability sports campaign during Dubai Fitness Challenge 2022, in partnership with SportsArt and Al Ghurair Centre shopping mall, where guests could participate for free and generate electricity through a workout. NADINE SEEBACHER Director of marketing, FIVE Hotels and Resorts Nadine Seebacher supervises an extremely active and engaged FIVE social media community of over half a million followers on Instagram alone, with the FIVE Palm Jumeirah Instagram account having an over 368,000 followers as compared to other leading established hotel groups having far fewer followers on Instagram. FIVE has over 800,000-plus active social media followers on YouTube, Spotify, Instagram, TikTok and Facebook – all of which is managed by the in-house marketing team. Beyond only social media, FIVE Hospitality CEO spoke about Seebacher’s wider achievements, stating: “Seebacher has a deep understanding of the regional hospitality landscape and is highly skilled at developing and implementing marketing plans that are effectively engaging for FIVE Hotels’ target audience.”Marketing Power List 39 May 2023 hoteliermiddleeast.com NATALIE CHAHINE Director of marketing, W Doha Hotel & Residences Natalie Chahine, in the challenging but opportunity- lled year of Qatar’s hosting of the FIFA World Cup, has excelled. Under her guidance, the award-winning W Doha maintained its TripAdvisor ranking as the top hotel in Doha out of 255 listed, gained numerous awards, launched new F&B outlets and created takeaway products for sustained new revenue streams. She led her team to build anticipation for the Rüya Pop-Up restaurant at W Doha, completed in advance of the World Cup, and plans were made for a permanent Rüya within W Doha. She also led her team in launching and promoting a private World Cup viewing area – UP29 – and enhancing the appeal of a local landmark when W Doha opened and operated Café 875 at the Jean Nouvel-designed The National Museum of Qatar. NATAVAN MALIKOVA Director of marketing, The Ritz-Carlton, Doha A long-time Marriott member and a well-versed professional in the nuances of Qatari hospitality, Natavan Malikova has helped massively diversify the Ritz-Carlton, Doha. Throughout her career, she has worked with various Marriott International brands across the Middle East and Caucasus, including in Azerbaijan, Qatar, Oman, and the Kingdom of Saudi Arabia. With her strategic thinking and diverse skill set, she has made signi cant contributions to the success of The Ritz-Carlton, Doha, both locally and internationally in less than a single year. As her GM Carlo Javakhia put it: “Malikova is a Swiss- army knife marketing director who does everything from PR and communications to digital marketing and copywriting. Malikova managed to translate our hotel’s short and long-term objectives into actionable marketing activities.” NIKI WALSH Senior director, F&B marketing and PR, Hilton EMEA Niki Walsh is responsible for overseeing the food and drink marketing and PR strategy for a properties across 70 countries in Europe, the Middle East, and Africa. Although Niki Walsh joined the Hilton EMEA F&B team in June 2022, she has already made a significant impact. Walsh has taken a hands-on approach and worked with the on-property marketing teams across the region to develop strategies and generate ideas to enhance the food and drink offerings. As a sustainability advocate, she recently led the launch of the Hilton Green Ramadan initiative as well. PHOEBE ROUTLEDGE Marketing and communications manager, Andaz Dubai the Palm - A Concept by Hyatt In the span of a year, Phoebe Routledge’s campaigns internationally and in UAE have captured the attention of locals and tourists alike such as the recent staycation campaign in partnership with Careem and the local co-working space Nook. Her constant drive to come up with new and creative ideas for events and marketing strategies has pushed boundaries and set her apart from her peers. Launching one of the rst speed dating events in Dubai was just one example and doubled the KnoX club revenue for the night. Her hotel manager Bastien Bauman said: “Phoebe is a pioneering talent in the hospitality industry. Her innovative approach and creative strategies have brought a new energy to our hotel’s marketing efforts and to the Andaz brand. Her dedication to excellence and commitment to pushing boundaries is truly inspiring. We are lucky to have her on the team and are excited to see her future successes in the hospitality industry.”Next >