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Work experience

Sep 2012Present

General Manager


Developing new mid-market business hotel brand in the Middle East and establishing relevant policies, standard operating procedures and management structure.

Managing all operations facets of the 118-room business hotel including revenue management, recruiting, training, and customer service and achieving financial targets together with continuing and developing Owner /Operator relationships reporting to Owning committee and Tangram International SA.

Leading the strategic direction of the property and driving change and improvements in performance while implementing corporate strategies in line with business objectives.

Direct and support all departments to achieve operational and financial targets by establishing positive culture, coaching and implementation of SOPs.

Set clear vision and align objectives of all staff and stakeholders towards delivering consistently superior standard, prompt services and sustained quality.

Forecasting revenues and costs and delivering highly accurate budget. Managing P&L, cash flow and bottom line while driving proven top line growth year on year with healthy flow-through.

Proven track record of raising KPIs of the property in terms of financial and service delivery targets.

Regularly screening the market and developing new service concepts for key business and image driver segments to increase market share and maximize revenue.

Hands on management of food and beverage, banqueting and conferencing, sales and marketing, human resources and training, maintenance and energy efficiency.

Establish crisis and risk management manuals and train all department heads accordingly.

Support property acquisitions by conducting due diligence, take over plans and business plans including operating strategy, market penetration, target markets identification, budget, recruitment and talent profiling, HR management and Public Relations plans.

Jan 2011Aug 2012

Hospitably management consultant

DA&A Hospitality Management Consultant

Offered operations management consultancy to clients including Kempinski Hotels in Lebanon, UAE and KSA.

Developed pre-opening strategy and critical path with comprehensive task list for smooth opening. Developed operations plans for manning, recruitment and budgets.

Conducted market and competition studies and developed penetration, communication and branding strategies.

Jul 2010Dec 2011

Vice President Operations Support



Headed regional team to assist 15 operational hotels in areas of talent management and rotation, training, technical assistance, security, PR, sales and marketing, annual budgeting and business planning.

Assisted in aligning hotels' operations strategies with corporate strategy, developed and implemented a set of region-specific operations strategies and supervised the implementation of departmental policies and procedures.

Monitored daily operations, LQA audits, guest and employee satisfaction surveys then developed and executed remedy action plans for each hotel.

Facilitated change in areas of new procedures and official regulations changes and updates while driving new products and service concepts and best practice across the portfolio and updating standard procedures accordingly.

Conducted risk assessments to identify potential risks and crafted mitigation plans and gap bridging measures.

As acting pre-opening General Manager, I led hotels' operations teams and regional team to open 2 hotels in KSA and Seychelles.

Completed opening critical path tasks, prepared and monitored pre-opening budgets and controlled expenses, prepared manning guides, handled international mass recruitment and talent acquisition, supervised implementation of sales and marketing strategies, implemented brand visual identity and supervised BOQs, procurement and receiving of FF&E and OS&E to ensure timely and cost efficient hand over.

Developed pre-opening strategies, adapted policies to local requirements, identified resources and mobilized task force in areas of training, technical assistance, security and PR.

Monitored projects' progress and deviations, controlled and fed PM software, adapted project life cycle based on changes to achieve substantial completion within set time line and budget.

Aug 2008Jun 2010

Regional Director of Operations Support



Directed hotels' operations team and regional team to open 2 new hotels in Egypt. Completed opening critical paths, monitored pre-opening budgets, prepared manning guides, controlled expenses, handled international recruitment, supervised implementation of sales and marketing strategies and mobilizing opening task force.

Supported daily operation of 13 hotels in various areas including formulating budgets and business plans to achieve corporate targets, adapting operating procedures to match regional needs and implementing brand identity.

Assured implementation of corporate policies and procedures, conducted and monitored quality audits and guest satisfaction surveys and reviewed task break downs to ensure service consistency and corporate compliance.

Drove synergies and collaboration between hotels in the region to leverage the wide presence especially in areas of talent and marketing.

Handled exit strategies for properties leaving the portfolio and monitored legal de-flagging procedures.

Nov 2006Jun 2010

Regional Director of Public Relations


Successfully established Kempinski PR structure in the region and aligned PR objectives of 15 hotels and 13 projects.

Developed communication strategies and communicated key messages per feeder market segment to enhance Kempinski brand positioning and promote the global portfolio.

Established company's Arabic tone-of-voice and visual guidelines to close the communication gap in Arabic markets.

As official spokesperson, I wrote and disseminated press releases, articles, feature stories, media briefings and secured interviews to maintain positive presence and recognition.

Assisted 15 hotels with annual communications plans and event calendars, selecting, training and supervising PR Managers, adapting and implementing corporate procedures.

Assessed PR needs to develop action plans and training in order to bridge gaps bench-marked with market leaders.

Launched 13 hotels in the region and executed complete PR and communications tasks for the pre-opening.

Organized PR events and press conferences regionally and globally to inform target audience of new initiatives.

Developed excellent media relations and became a trusted reference and industry opinion leader.

Managed third-party agencies including PR, creative, media buying and media monitoring; briefed regularly and constantly monitored performance across all markets according to corporate strategies.

Jun 2005Aug 2008

Marketing Manager


Created and implemented pre and post opening marketing strategies and tactical plans including competition research, market penetration and positioning plans, PR and communication plans, printed collateral plans and creative and branding campaigns to successfully launch and position the hotel in target feeder markets.

Built, trained and evaluated Marketing and Communications team and shadow cast.

Developed annual marketing plans including integrated creative briefs, advertising and branding campaigns, media plans, partnership marketing and e-commerce tactics to increase market share and maximize earnings.

Established and maintained annual marketing budgets, conducted monthly performance reviews and ROI analysis to monitor results and initiate tactical changes when and where needed.

Prepared press kits, wrote and disseminated press releases and media statements to relevant media and responded to press inquiries to gauge interest of target audience.

Feb 2001Jun 2005

Executive Office Manager Area Middle East


Assisted in developing and implementing marketing plans to establish brand awareness in the region.

Conducted internal quality audits to measure compliance to corporate standards.

Mar 1999Feb 2001

Operations and Marketing Assistant


Assisted regulatory in reviewing hotel licensing procedures and minimum standards.

Conducted cross-departmental quality audits and developed qualitative and quantitative quality measures.

Jun 1997Jan 1999

Assistant Operations and Marketing Manager



Jun 1988Aug 1989

General Certificate of Education (GCE)

University of London


Developing, motivating and retaining efficient teams
Leadership and people management
Financial and revenue management
F&B, events and conferencing management
Strategic thinking and planning for sales, marketing and communications
Management of 5 and 4 star hotels & resorts

Professional Community

  • Consultant for Kurdistan Tourism Promotion Authority to establish hotel rating.
  • Keynote speaker in major travel and hospitality conferences in the region.
  • Publish travel and hospitality articles.

Key Attributes

High adaptability


Problem solving

High work ethics

Passion for challenge


Certificate of Public Relations - BBC - UK

ISO 9002 Certificate, Lloyd’s Register Quality Assurance - UKAS Quality Management - UK

Human Resources Management - Professional Development Series - Thomson Learning

Organizational Behavior - Professional Development Series - Thomson Learning

The FISH!™ Philosophy - Train the trainer

Finance and Accounting for non-financial Managers

Professional Marketing Diploma, National Education Training Group - USA

Seven Habits of Highly Effective Managers - Franklin Covey series - USA