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Network Power<100 people
Startup Founder
Business Owner
Work Background
Mar. 2020Dubai, United Arab EmiratesArada was created to build communities that enrich, engage and inspire their residents. Our homes are exceptionally designed and are complemented with best-in-class amenities, all provided at an accessible price point. Our prime focuses are on the intersection of community, technology and sustainability – all critical and fast-moving issues in the world today - and how these three themes can improve the lives of residents, workers and visitors in Arada’s developments. In my role, my team and I look after: Events including community activations, sport & leisure events, conferences, awards, exhibitions, outdoor cinema, entertainment and more in our communities and across the UAE. Venues including hosting ours and customer events. Manbat including over 300 markets a year, shop, and B2C / B2B (HoReCa) online portal Partnership development and management with government, corporate and retail partners. Tier 1 Events such as World Skate Street and Park World Championships.
Managing Director
The Experience Middle EastManaging Director
Jan. 2014 - Mar. 2020Dubai - LondonManaging Director Key projects include: • CoEx (MICE) and Venue Development Strategy for Expo 2020 - Dubai • MICE Strategy for Foster + Partners – Shurayah Island, Red Sea, Saudi Arabia • MICE Strategy for Live Nation’s clients: 1. Miral Asset Management - Yas South Arena, Abu Dhabi 2. Tamdeen/GLA Asset Management - KITC, Kuwait 3. MGM Resorts International – MGM / Live Nation Theatre -Dubai 4. Maraya for The Royal Commission for Al-Ula – Al-Ula, Saudi Arabia • MICE and Venue Development Strategy for Bahrain Tourism & Exhibitions Authority – Manama, Bahrain • MICE and Venue Development Strategy for Groupe Lucien Barrière – France and Wakayama, Japan • MICE Venue Development / Refurbishment, Conference Development and Tourism Strategy for TTB - Tanzania • Developed UAE National Olympic Committee Road to Rio campaign – Dubai • Business Tourism Strategy for the Government of Uzbekistan – Uzbekistan Launched The Experience in January 2014 and we provide strategic consultancy and implementation thereof to venues (including hotels), tourism authorities, associations, convention bureaus, experiential event organisers/agencies and traditional conference and exhibition organisers In addition, we work with a professional team of event and sponsorship sales managers who deliver high quality events and commercial solutions for both us and our partners From an in-house perspective, we help to restructure organisations and implement strategy by training and placing suitable key candidates then, mentoring them to success We are currently operating in London, United Kingdom and Dubai, United Arab Emirates
Portfolio Director
dmg eventsPortfolio Director
Aug. 2016 - May. 2018Dubai Emirate, United Arab EmiratesPortfolio Director, Hospitality – The Hotel Show Dubai, The Leisure Show Dubai, The Hotel Show Saudi Arabia, The Hotel Show Philippines and The Hotel Show Africa, Middle East Hospitality Awards, Middle East Housekeepers League of Champions, Africa Housekeepers League of Champions, Inter Hotel Culinary Cup, Middle East Hospitality Leadership Forum – www.hospitalityredefined.com • Full P&L and management responsibility for the hospitality division and reporting directly into the Vice President of Design & Hospitality and indirectly to the President of DMG Events Middle East, Asia & Africa • Completely restructured the division, re-designed the look and feel of the portfolio and built a content rich campaign which featured key visitors/buyers • We grew our international agent network from 7 agents in 2016 to over 40 and counting to date with the explicit aim of attracting principal brands back to the shows and significantly increasing revenue. This has also helped to offset losses in space from the local market which has contracted significantly • We targeted growth in new markets ranging from Iran and North Africa to Europe and North America through acquisitions and partnerships • Implemented a series of award winning activations which revitalised the shows including: Middle East Hospitality Awards, Middle East Housekeepers League of Champions, Africa Housekeepers League of Champions, Inter Hotel Culinary Cup, Middle East Hospitality Leadership Forum. All of these events were developed with the industry • Significantly increased revenue for the portfolio and the entire events division of DMG. Increased visitors across all shows and grew key buyer (General Manager) attendance • Reduced bad debt and replaced discounting with value added services to improve margins • Managed an internal team of including Directors, Managers, Executives and Administrators. Managed a network over 40 international sales agents/representatives
Sales Director - The Hotel Show
dmg eventsSales Director - The Hotel Show
Oct. 2009 - Sep. 2010Dubai, United Arab Emirates• Managed The Hotel Show and reported to the sector Vice President • Enhanced the sales structure including processes, forecasting tools, budget trackers and sales plan to incorporate into the wider business plan • Managed a small team of direct reports plus an international network of sales agents, training them as required • Regular reporting to the President • Field sales locally and internationally and high level sponsorship sales • Worked closely with marketing to develop more effective sales collateral • Gained the support of key industry associations, distributors and media
Head of Dubai Sports World & Senior Manager - International Associations and Conference Sales
Dubai World Trade CentreHead of Dubai Sports World & Senior Manager - International Associations and Conference Sales
Sep. 2010 - Apr. 2015Dubai, United Arab Emirates• In 2011, with a 3-week deadline, the full support of DWTC CEO and SVP Venues, , we conceived of, launched and managed the largest ever indoor sporting and cultural event in the Middle East spanning over 32,000m2 across all the events. Open 22 hours a day for 3 months • The award winning (SPIA 2018) event is now in its 8th year and has evolved into a highly profitable, sponsorship driven B2C event with over 250,000 regular, paying attendees over the summer • Developed strategy, business plan, marketing and PR plan, operations plan, sales and sponsorship plan, full P&L responsibility, on-site delivery, conducted all live broadcast, print and online interviews, managed build, event and tear down, month long audit and post event review back to CEO • In 2012 developed strategy for a 12-week series of theatrical and cultural events with the launch of Dubai Summer Theatre. This has now evolved into a Live Events portfolio and team consisting of concerts, sporting and cultural events Senior Manager – International Associations & Conferences, Venues - www.dwtc.com • Developed and implemented a new vertical business group with the focus on attracting International Corporate/Association events to Dubai World Trade Centre • Developed a new database specifically geared towards structured calendar management and which allowed us to create a more predictable 5 year sales forecast • Worked on a number of vertical projects ranging from a market mapping project for the SVP of Exhibitions to increasing our market penetration with organisers of international conference and corporate events • Worked with the exhibitions department in a satellite role to improve strategy, corporate relationships and team structure • Worked closely with corporates and government entities to identify opportunities within DWTC and external partner organisers • Successfully sold the venue to corporates, meeting planners, venue buyers representing key international and local associations and corporates
Senior Sales & Sponsorship Manager
MontgomerySenior Sales & Sponsorship Manager
Jan. 2002 - Jan. 2009London, United Kingdom• Sold stand space and sponsorship for Hotelympia - the largest Foodservice and Hospitality show in the UK. In addition, Hospitality Show, which is the largest Foodservice and Hospitality show in its year and Hostec, the largest Hospitality Technology show in Europe • Responsible for all bellwether sponsors for Salon Culinaire International des Londres including: Unilever Food Solutions, Nestle Foodservice and Nestle Waters, Heinz Foodservice (KraftHeinz) Rational, Winterhalter, Compass, Sodexo, Aramark, Proctor & Gamble and many others • Travelled and presented extensively to clients, sponsors, associations and publications at group meetings and steering committees in the UK, Europe, Middle East, Africa and North America • Created and sold bespoke advertising and sponsorship packages for Architectural practices, Surveyors, building companies, wholesalers and distributors in the UK, Europe and North America • Event managed Total Lighting and Electrex alongside Interbuild • Managed a team of Sales Executives, Managers and international agents in order to maximise revenue
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