Amit Arora Email & Phone Number

Dubai, United Arab Emirates

Overseeing the new Hospitality and Entertainment division incorporating a range of rapidly growing segments including Hotels, Wellness, Food & Beverage, Events and Student Lodging.• Nest Student Campus: Overseeing a premium, gender-segregated student housing complex of 10 buildings, with 2,008 units and 3,200 beds, strategically located near University City Sharjah.• Hospitality Projects and Branded Residences: Leading the completion, pre-opening, and asset management of Arada’s portfolio of growing hospitality projects, including Vida Aljada, Rove Aljada, Anantara Sharjah, Armani Beach Residences Palm Jumeirah, and W Residences Dubai, as well as new projects in various stages of development.• Wellfit Fitness and Wellness: Providing strategic and operational direction to Wellfit’s rapidly expanding portfolio of mega gyms, academies, and community gyms across Dubai and Sharjah, serving 15K+ active members. Supporting the launch of Arada’s upcoming wellness and recovery brand.• F&B Brands Expansion: Spearheading the growth of Arada’s F&B brands, including homegrown and franchised brands such as Hungry Wolves with 4 strategic locations and Boost Juice with 10 operational stores across the UAE and an exciting pipeline of upcoming brands.• Manbat Initiative: Supporting Manbat, a social initiative in collaboration with the Ministry of Climate Change and Environment, focused on sourcing fresh produce from UAE farms for our operations and distribution to key HoReCa partners.• Entertainment Portfolio Management: Managing Arada’s extensive entertainment portfolio, featuring assets such as Aljada Skatepark, Masaar Cycling Track, Yalla Bikes, Shajar Nursery, an outdoor cinema, event venues, and future developments like a multi-purpose theatre and an ice rink to name a few.

Abu Dhabi, United Arab Emirates

• Providing strategic direction and operational leadership to the group’s portfolio of Hotels, Catering, Hospitality and Restaurants.• Rebranded and repositioned this quarter of century long-standing landmark to Erth Abu Dhabi the beacon of Emirati Hospitality, rated number 1 on TripAdvisor.• Renovation of entire property to a mixed use development, introduced Erth Ballroom, signature villas, a flagship club lounge, a resort pool and blue flag certified beach, retail, offices completely transforming the business mix.• Structured the deal and opened the first culinary academy Ecole Ducasse Abu Dhabi Studio located in the historical Cultural Foundation, Qasr Al Hosn, in partnership with Sommet Education and Ecole Ducasse Paris. • Erth Restaurant, Al Hosn, awarded One Michelin Star in first year of operation, being the only Emirati restaurant in the guides history. • Introduced 7 new and exciting food and beverage concepts by re-designing spaces to cater to diverse tastes including a franchise agreement with Ergon Deli & Café an instant success offering Greek Mediterranean cuisine. • Tripled Erth’s catering capacity to 100,000 meals per day with the expansion of the 9,000 sq. m. CPU (Central Production Unit) delivering culinary excellence to over 100 locations in the UAE including bespoke catering projects such as COP28, Expo 2020 Dubai, in addition to the first fully certified Kosher kitchen in the Capital. • Launched Etizan Fitness a community centric leisure and recreational offering including revamped gym offering an array of indoor and outdoor sports football, gymnastics, running, cycling, tennis, padel, swimming etc. • Strategic partnership with Outside Box Events to launch Theatre by Erth's, a 631-seater entertainment venue.• Management of ADNOC owned Remal Hotel, the only branded upscale property located in Al Dhannah City with 206 keys, 5 meeting rooms, a spa, gym, sports bar and 2 outlets.

Ras Al-Khaimah, United Arab Emirates

Multi-Property General Manager for two boutique resorts in the Northern Emirates, owned by the Royal family of Ras Al Khaimah, The Ritz-Carlton Ras Al Khaimah, Al Wadi Desert and The Ritz-Carlton Ras Al Khaimah, Al Hamra Beach are operated by Marriott since December 2016. • Managed two distinct clustered resorts, a 500-hectare desert nature reserve and an island inspired boutique beach resort, a total inventory of 133 luxurious all villa accommodation with private pools, 8 Restaurants and Bars, Spa & Rainforest, Conference Center, Private Beach, Buggy and Boat Operation, Equestrian and Adventure Center involving conservation efforts with livestock and wildlife. • Directed property improvement plans involving takeover from previous operator, conversion from a white flag operation to branding and full renovation of both resorts, upgraded the villas, restaurants, public areas, opened a resort pool, Rainforest, Spa and conference center. • Reported to the Royal Family, Owners Representatives and Asset Managers to reposition the two properties, launched new F&B concepts, drove top line revenues and generated bottom line profit. • Delivered solid performance of two luxury hotels in a remote location making them market leaders, developed and executed hotel wide strategies, built a sustainable operation, created efficiencies, consistency and quality. • Provided leadership to the Guidance Team and 450 talented Ladies & Gentlemen at both properties.

Dubai, United Arab Emirates

Lead commercial function for former Starwood Hotels & Resorts in the Middle East, (pre-Marriot merger) spanning 55 managed hotels (St. Regis®, The Luxury Collection®, W®, Sheraton®, Westin®, Le Méridien®, Four Points® by Sheraton, Aloft®) and 45+ in the development pipeline. Reported to RVP Operations, Middle East, I oversaw a diverse team of 42+ hotel level Commercial Directors and liaised with Starwood’s Sales Organization globally, the position focused on:• Integration work for the largest acquisition in the hospitality industry, Marriott International’s merger with Starwood Hotels & Resorts creating the world’s largest hotel company with 1.1 million rooms, 30 brands, 5,700 properties in more than 110 countries and close to 500,000 Associates in 2016.• Drove commercial performance with divisional, regional and hotel leadership and integrated Sales, Marketing, Revenue Management & Communications teams. • Worked with Owners, General Managers and Sales leaders on generating top line revenues.• Developed and executed regional sales and marketing strategies including pre-opening plans. • Nurtured and grew sales talent within the organization and attracted new talent to the business. • Supported hotels construct and implement impactful result oriented commercial strategies.

Dubai, United Arab Emirates

Formerly SKAI Holdings Limited, a boutique development firm with a hospitality portfolio of US$ 2bn worth of mixed-use developments including Five Dubai Palm Jumeirah (previously managed by Viceroy Hotel Group) with 477 guest rooms and 222 fully furnished signature Residences and Five Dubai Jumeirah Village with 247 guest rooms and 254 Hotel Apartments. • Responsible for operational leadership for SKAI’s hospitality and residential projects. • Conceptualised new and exciting food and beverage outlets by collaborating with world-class interior designers, architects and consultants. • Asset management of SKAI’s condominium operations optimizing performance.• Managed relationship with hotel operator ensuring compliance of project milestones and deliverables. • Provided operational support to hospitality assets including pre-opening of Zaya Nurai Island a boutique private island retreat near Saadiyat, Abu Dhabi.

Dubai

• Responsible for groupwide corporate marketing for Emaar Hospitality Group, Emaar Hotels & Resorts, Emaar Malls, Emaar Retail, Burj Khalifa, Emaar Properties and Emaar International. ‬‬‬‬‬‬‬‬• Corporate steering committee member reporting to CEO accountable for brand, marketing, communications, digital, publishing, sponsorships, partnerships, loyalty, events, corporate affairs.• Orchestrated immensely successful group wide integrated campaigns such as Emaar's 'Centre of Now' TVC media plan attracting 65 million visitors to Downtown Dubai in 2012. • Drove multi-million dollar corporate sponsorship deals for Burj Khalifa’s New Years Gala attracting 1.7 million visitors, telecast via 1,000 TV stations, streamed live to over 2 billion global viewers.• Established group-wide sponsorship media sales division integrating digital multi-media and static billboards in a fresh portfolio generating US$100 million new revenue stream for the company. • Directed company wide repositioning of decade old Emaar corporate brand transforming old identity, to reflect a truly refreshing, leading lifestyle brand incorporating the ‘Centre of Now’ positioning in the brand guidelines, logos, fonts, tone of voice etc. • Spearheaded creation of 'Dubai Inn’ (Rove) a new midscale brand for ‘affordably elegant’ hotels being developed in line with Emaar's Corporate Vision to diversify the hospitality portfolio offering.• Debuted Level 153 Burj Khalifa the highest private event venue in the world and The Burj Club a 50,000 sq ft health and fitness venue adjacent to Burj Khalifa.

Dubai

• Reporting to CEO Hospitality, accountable for corporate sales and marketing function. Providing strategic leadership and direction to a cluster team including marketing, corporate communications, cluster sales, revenue distribution, events, digital, loyalty, partnerships, CRM, Emaar Gift Card, social media, central rooms and restaurant reservations. • Implemented cluster sales set up and global distribution network for Emaar Hospitality Group including 10 luxury hotels, 5 residences, 4 leisure clubs and over 50 restaurants and lounges. • Set up global sales representation in key source markets across USA, UK, Latin America, Germany, Italy, Russia, Saudi Arabia, India, China and Japan effectively establishing company-wide GSO's. • Established Emaar’s third hospitality brand and first upper upscale lifestyle brand Vida Hotels & Resorts an inspiring boutique urban hub. • Opened At.mosphere Grill and Lounge Guinness Record holder of the world’s highest restaurant and lounge located at Level 122 (442 m / 1,450 feet high) in Burj Khalifa, tallest tower in the world.

Dubai

• Part of the core team that positioned and launched Address Hotels + Resorts, a home grown vibrant, lifestyle brand with residential component. Worked with agencies for the research, naming, logo, identity, tagline, execution and activation of a world class brand including the opening of the first flagship hotel Address Downtown Dubai followed by 5 other properties in short span of 18 months. • Established strategic relationships and nurtured global partnerships with tour operators, travel agents, Airlines, OTA’s, corporate and leisure key accounts in main feeder markets and emerging source markets globally by driving business development for a newly introduced relatively unknown brand in a hugely competitive over supplied luxury market during a global financial crisis. • Recruited, trained and deployed all senior sales, marketing, events and revenue management team members for the pre-opening cluster team. • Orchestrated fully integrated 'multi-channel' brand campaigns including radio, digital, print, outdoor and direct mail to launch Address Hotels + Resorts internationally, regionally and locally. • Deployed first group wide summer campaign in partnership with Emirates Airlines targeting First and Business Class passengers generating 4,800 direct-bookings and incremental room revenue of US$ 2.5 million in a recessionary summer period resulting in 50% higher RevPAR over competitive set.

Dubai And Milan

• Positioning of Armani Hotels & Resorts with tour operators and partners as ultra-luxury hospitality. • Part of the team that launched Armani Hotel Dubai, the first hospitality project designed by Giorgio Armani, located in Burj Khalifa on Jan 4th, 2010 with 160 guest rooms and suites, 144 signature Armani residences and 10 dining venues offering guests an unprecedented choice of luxurious indulgence. • Opened Armani Hotel Milano on 11/11/11 the 2nd hotel under the exclusive Armani Hotels collection with 95 keys situated in the prestigious via Manzoni 31, anchoring the world-famous couture district.• Debuted Armani Hotel and Resorts as the first hotel with residences in Virtuoso® preview the worlds ultimate luxury travel network program bringing an elite group of top travellers to the destination. • Strategically deployed unconventional joint marketing to position and promote Armani hotels by tapping into targeted elite members of closed network groups such as private jets, billionaire club etc.

Dubai

• Managed operations for Emaar’s leisure clubs including P&L responsibility for Dubai Polo & Equestrian Club, Hayya Health Club, and Dubai Marina Yacht Club overseeing 10 Food and Beverage outlets. • Member of corporate executive committee reporting directly to CEO Hospitality, responsible for company’s overall sales and marketing efforts for newly launched group. • Provided cost-effective in-house methods of communication, recruited and trained first graphic designer set up a centralized image library, leveraged cross-selling opportunities and synergies amongst clubs. • Devised seasonal campaigns for Summer, Ramadan and Festive to generate F&B bookings and drive membership sales supported by partnerships with Emirates, Audi, Visa. • Created first centralized marketing database integrating Emaar's leisure clubs, serviced apartments and third party managed assets setting the blue print for the group’s loyalty program.

Dubai

• Responsible for sales, marketing, public relations, meetings, special events and revenue management for the first Ritz-Carlton flagship property in the GCC along with additional regional responsibilities for the Middle East hotels. • Recognised by Ritz-Carlton as best sales and marketing leader company wide in 2006. • Certified corporate sales and marketing trainer for Middle East delivered regional trainings. • Member of Hotel Guidance Team and Excom developed and implemented hotel-wide strategies to exceed top line revenue providing a return on investment to the ownership. • Orchestrated sales strategies to effectively manage various sales channels, utilizing on-property sales resources and leveraging all above property sales engines to deliver results. • Developed strategic account plans for demand generators post 9/11. Redeployed sales team against appropriate market segments and introduced first ever sales incentive plan for hotel. • Identified a new revenue stream for the hotel namely the expat wedding segment. Set up the event division from scratch creating collateral, processes and recruited a catering and conference services team. Generated US$ 1 million in events revenue in first year of operation. Also introduced the hotel to a bridal show which generated advance bookings. Developed strategies to grow market share in social events and successfully positioned the hotel as venue of choice for events. • Translated sales strategy into specific business actions and individual accountabilities achieving desired results by setting priorities and effectively managing through people and processes. • Hired, retained and developed a diverse, high- caliber team including launching a satellite office in Saudi Arabia that made a strong positive impact on the hotel results. • Won several accolades and awards for best hotel for service in GCC including Dubai Quality Gold Award and was recognized as leading leisure beach resort by Conde Nast Traveller UK.

Berlin, Germany

• Responsible for managing sales for all international top accounts.• Established relationships with the Government, Embassies and Associations.• Developed and implemented marketing and sales strategies exceeding target revenues. • Analysed local markets and competitors seeking new business opportunities. • Assisted the Director of Sales and Marketing (DOSM) with marketing plans, budgets, recruitment, meetings, conference calls and daily tasks on a regular basis, deputizing for DOSM. • Received five star employee award and recognition for outstanding work performance.

Frankfurt, Germany

• Responsible for driving outbound group business from a strategically very important German speaking market to over 50 Ritz-Carlton hotels globally. • Built solid relationship with potential group accounts, corporate accounts and travel agencies by telemarketing and sales calls to generate new leads. • Sent tailor made proposals and conducted frequent follow up calls to proactively close business.• Exceeded annual group sales budget and KPI by 15% won an all expense paid incentive trip to Barcelona for the 'Golden Circle', top performers of the company.

Boston, Massachusetts

• Introduced a new scheduling system that significantly increased efficiency and productivity. • Improved Gallup engagement scores considerably by implemented guest recognition program based on preferences.• Created wow moments for guests by driving The Ritz-Carlton Gold standards through training, development and nurturing team work.

Orlando, Florida

• Exposure in rooms division as front desk host, room assignor, operation control, support roles, room sales, billing and research as a part of the management trainee program. • Recognised by peers with “Partners in Excellence” & “Grand Quarterly Awards”.• Created a new database to track cashiers efficiency and improve front office operations.

Vienna, Austria

• Internship in food and beverage to broaden theoretical knowledge through on the job practical training.• Increased covers by 15% in summer by initiating and executing a telemarketing campaign targeting in-house guests. • Outstanding performance rating as a food and beverage intern based on quarterly results.