Which is why, when a property tells me its direct bookings are flat, I already know what the front desk is seeing and what the agency is not. 10+ years later, that is still how I work: from inside the business outward, not from a dashboard down.
Dubai · UAE and MENA
I started in hospitality in Alexandria, as an F&B hostess at Four Seasons and then on the opening team at a Mövenpick resort. Opening a property teaches you something no course does: how a business actually makes money, which guests come back, and how fast a small operational problem turns into a bad review.
From 2012 I moved into marketing and events, back when it still meant billboards, flyers and a lot of guessing. It also meant standing in the room while the thing you promoted either worked or did not, which is a faster feedback loop than most marketers ever get.
Then digital, in-house and agency side. At a Dubai agency I ran full-funnel campaigns for names like Hilton, Lamborghini and CZN Burak alongside fast-growing regional brands, across the Middle East, Europe and Africa. Multi-million dirham budgets, and a team of writers, designers, SEO specialists and developers to brief and keep pointed the same way.
Now I work for myself, with a small number of brands at a time. The reason is simple: at an agency, the incentive is to keep the client. On my own, the incentive is to fix the thing and be able to prove it. Those are not the same job.
All of these sit on public profiles rather than on a wall. Ask and I will send the links.
Languages: Arabic native, English fluent. Based in Dubai, working across the UAE, Saudi Arabia, Egypt and Europe.
One email with your account, your market and the number that is bothering you. If I am not the right person, I will say so and point you at someone who is.
