Q. Please tell us more about yourself and how you joined the MHR family.

I have been living in Dubai for the past 23 years. As early as 1998, I was director of sales and marketing for Sheraton in Dubai. I then moved to Dubai Holding and after that worked with the government of Abu Dhabi.

I’ve been with MHR since 2019, supporting the group’s ambitions. Over the course of three years, I have successfully elevated the brand image in the region, and in turn drove revenues.

Q. As Regional Director of Marketing and Communications of MHR (Middle East and Africa), how do you embrace challenges and opportunities?

“Love what you do, do what you love” is my career slogan. With that in mind, challenges become an opportunity to learn and improve.

Q. Any interesting campaigns that you have done with the Group thus far?

We have done many, but launching Millennium Place as a brand and bringing it to life was the biggest achievement so far and I pride myself on it.

Q. Congrats on being recognised as one of the region’s best hospitality marketing leaders in Hotelier Middle East’s Marketing Power List 2022. What is the “secret” to your success and what drives you?

“No one can motivate you, until you motivate yourself” – I am a firm believer in this: I can do it and I will do it.

Q. Are there challenges you face as a female lead in MEA?

Ohh, that’s an interesting question. UAE leadership supports women at work, unlike perhaps some other MEA countries. I have managed to leverage the diversity of views and value the difference of both genders.

Q. What do you like to do outside of work? 

I’m an active social volunteer with Red Crescent and other organisations. In my free time, I also ride horses and have competed in several show jumping competitions. Kudos to my horse “Dinara” that I have back home and that I miss a lot. I have also learnt several languages, though I’m not sure how I manage to do the memory switch at times!

Q. Any encouragement/tips for fellow marketers?

Good content isn’t about good storytelling. It’s about telling a true story well. Also, love your job and if you don’t, you may want to consider a career change.