Achievements o Generated revenue of AED 100,000 via a pre-planned F&B event in a single-day o Generated PR coverage worth over AED 1 Million YOY o Established a strong social media presence across channels with an exponential growth of over 400% in 1 year o Secured a 100% on brand audits over 3 years, ranked no.1 across the GCC o Led CSR activities and established tie-ups with the Make a Wish Foundation UAE, Breast Cancer Arabia and IHG Shelter in a Storm o Nominated by General Manager for Hotelier Middle East PR and Marketing Person of the Year Award Responsibilities o Developed and executed annual marketing plans including social media and digital plans o Created editorial calendars, and scheduled content for social media, digital ads and e-newsletters o Developed quarterly PR campaigns and media strategies in line with overall business objectives o Pitched commercial and corporate stories, managed photoshoots, organized press conferences and PR events, addressed media inquiries o Reviewed guest trends, online activity analysis and monitored social media via social listening tool – Revinate o Proactively coordinated with HR, internal teams and stakeholders to support internal communications o Liaised with global corporate teams for ad-hoc requests on local media relations and adaptation of global campaigns

Achievements o Seven Sands - DWTC off-site restaurant, was awarded Favourite Middle Eastern Restaurant (below 400) at the What’s On Awards in 2016 and 2017 o Initiated the website re-launch of DWTC’s restaurant - Seven Sands in 2016, and planned, developed and executed strategic marketing and PR campaigns alongside the in-house PR team o Oversaw the launch of https://www.dwtcweddings.com/ and https://dwtchospitality.com/ o Led a team of 5 to deliver all marketing requirements in 24 hours across ATL and BTL channels with 100% accuracy Responsibilities o Supported 2 senior corporate marketing managers, internal marketing event and exhibition teams, and HR internal communication teams o Assisted in DWTC brand refresh, ensuring alignment with the overall corporate brand objectives o Led F&B photoshoots for live events and seasonal F&B launches

Achievements o As content lead for Under Armour (U.A.E. & KSA) executed all content for UA web and app content o Led SSS blog with content generated on a weekly basis with over 5000 unique visitors on a WOW basis o Identified and collaborated with influencers to produce lifestyle and seasonal blogs (https://blog.sssports.com/author/alba/) Responsibilities o Provide marketing teams with multiple brand campaign-related copy for social media, newsletters, emailers, app and web notification o Coordinate with performance marketing, analytics and CRM teams to review overall content performance o Attended seasonal brand sell-ins when requested to gain insight and understanding into key products launches

Achievements o Led the hotel launch announcement at Arabian Travel Market , with over $123,000 in coverage, and social media engagement rates of 8.1%, impressions of 11,000 and an increase in follower count by over 74%, within 1 week o Budgeted mid-to-long term and tactical marketing strategies of AED 4 million to support the commercial strategy for rooms, food & beverage and events o Voted as one of the region’s top 75 marketing talents in the Hotelier Middle East’s Marketing Power List 2022 Responsibilities o Worked on positioning, branding and marketing launch plan for the hotel o Developing marketing calendars and advertising spends for rooms and F&B concepts – Maison Mathis and Frenia o Onboarded multiple OTAs and food aggregators to drive awareness, bookings and footfall o Crafting SEO-friendly web copy to position the hotel as a leading lifestyle destination on the Palm West Beach o Overseeing PR agency and photography agency for brand, F&B and lifestyle shoots o Driving sponsorships, brand partnerships, influencer collaborations and CSR activities o Liaising with IHG Corporate Office on global brand campaign adaptation and implementation at the hotel