Farah Palia Email & Phone Number

Dubai, Ae

Dubai, Ae

Working closely with the CEO of FIVE Hospitality, I continue my previous functions to strategically enhance brand development and public relations for FIVE Palm Jumeirah, FIVE Jumeirah Village, FIVE Zurich, the soon-to-launch FIVE LUXE and the brands under Universo Pacha, including Pacha Nightclub, Destino Pacha Hotel, El Hotel Pacha, Toy Room Club, and WooMoon Storytellers (Globally).Additional responsibilities include handling brand launches, high-value acquisitions, personal branding for FIVE's Leadership and elevating business and brand value.Some of the launch projects I have handled, end-to-end, are:• FIVE Music, a next-level partnership with Warner Music Group• Fly FIVE, an unprecedented convergence of private aviation and hospitality• FIVE Zurich, FIVE's first foray into Europe • FIVE LUXE (ongoing), where I support leadership recruitment drives and spearhead the launch campaign• The development and growth of FIVE’s leaders’ thought leadership profiles and personal brands• An overhaul of internal communications, to enhance the value and experience at internal customer touchpointsKey achievements include:• Achieved the highest potential reach of 1.17 billion in June 2023, when Fly FIVE launched• Broke the record for the highest number of articles published in a single month, with 484 articles in April 2023, on the launch of FIVE Music• FIVE clinched 51.5% of the share of voice by volume, and 74.8% share of voice by editorial reach in the first seven months of 2023• Secured top-tier coverage for FIVE and its leaders, in titles such as Forbes Middle East, Arabian Business, The National, Robb Report, Business Traveller ME, Construction Week, Esquire Italy, Arabian Business, CNN Business Arabic and the BBC, etc• Recorded the highest AVE so far, USD 10.83 million, in July 2023• Nominated for ‘In-House PR Person of the Year’ for ‘21/’22 by Hotelier Middle East and was subsequently awarded ‘In-House PR Person of the Year’ for '22/'23

Dubai, Ae

I transitioned into Brand Development and Communications.Working closely with the CEO, Group General Manager and Group Director of Human Resources, I continued to nurture the FIVE brand identity - internally and externally.My key functions consisted of:Brand• Grow the ‘Vibe at FIVE’ ethos for the Tribe at FIVE, and our customers• Standardise all intra- and inter-departmental internal communications for teams as varied as Human Resources, Food and Beverage, Spa, Marketing, Head Office, Administration, Culinary, IT, Revenue, Reservations, and more• Systematise all external communications from the FIVE brands• Spearhead the creation of a detailed blueprint for a new and updated set of FIVE brand guidelines• Redefine Standard Operating Procedures for all departments• Manage all brand communications, end-to-endHuman Resources• Lead the creation of FIVE Holdings and FIVE Hotels and Resorts careers website,• Liaise with leaders and departments across the FIVE brands to draft and finalise clear and compelling job descriptions • Redesign all touchpoints of communication from the Human Resources department, including those for induction and orientation, announcements, wellness, and moreMedia/Awards• Escalate media coverage, especially high-value international media mentions• Increase celebrity and influencer relationships and collaborationsDigital• Manage content, campaign and media strategies for the FIVE Hotels and Resorts social accounts, and oversee their execution and growth, from content creation to community managementLuxury Lifestyle• Craft content for the FIVE Hotels and Resorts website• Populate the in-house newsletter for distribution among the hotels' guests• Ideate and create the Sales and Marketing brochures• Assist the CEO of FIVE Hotels and Resorts with a ‘glocal’ public relations strategy for the announcement of FIVE LUXEDuring this period, I was named a nominee for In-House PR Person of the Year by Hotelier Middle East.

Dubai, Ae

I focused on strengthening FIVE Palm Jumeirah and FIVE Jumeirah Village’s social media presence across multiple diverse channels and leveraging their reach to drive tangible business results.My work was measured against brand and revenue-focused KPIs:• Substantial organic growth and increase in engagement across all social media channels• Conversion and lead generation through organic content related to on-site experiences, such as events or special offersThe key areas of my focus in this role were to:• Manage all social media – Instagram, Facebook, Twitter, and YouTube• Coordinate and grow an engaged online community of loyal followers across these platforms• Initiate and supervise brand collaborations with a strategically curated portfolio of local, and global, celebrities and influencers• Handle content creation and distribution for FIVE Hotels and Resorts' famed entertainment experiences relating to F&B, nightlife or specific marketing campaigns• Orchestrate cross-promotions of initiatives and activities across the various brands under FIVE Hotels and Resorts• Conceive and design creative digital campaigns that leveraged social media trends, algorithm updates and the unique strengths of the diverse formats of each social media platform• Report on key metrics relating to social media, and demonstrate a clear alignment with business objectives and priorities• Conceptualise and create all internal and external public relations material• Take the helm in managing external agencies across various content, marketing and public relations functions• Unify and align various departments in the business to achieve social media, content and public relations goals• Take the lead in coordinating the massive pre-event and live social media coverage of FIVE Hotels and Resorts’ mega-event LUVYA, a unique beach, basement and rooftop experience that brought together the world’s most sought-after entertainers to FIVE Palm Jumeirah

As the Digital Lead for the region's favourite celebrity lifestyle publication at ITP Media Group, one of the largest media companies in the Middle East; my role included carefully cultivating curated digital content (over Instagram | Facebook | Twitter | You Tube) that complimented the print edition perfectly in order to nurture a burgeoning online community.• Editorially winsome and commercially viable content affiliated with the globe's leading voices (and with an emphasis on local opinion shapers) found a distinctive online space that reflected the brand's core values.• I also played a key role in the conceptulisation and execution of signature brand name events - with an emphasis on the creation of appealing digital content.• Other focal points include evolving the 'Brand Book' and assisting the Sales and Marketing team in preparing material for multiple proposals as well as in designing advertorials.• Additionally contributed Web Content for Grazia, Middle East and Cosmopolitan, Middle East

As the Digital Chief of HELLO! India (the country's leading source of exclusive behind-the-scenes access to the lifestyles of the rich and famous), my role mainly focused on creating engaging online content (across Instagram| Facebook| Twitter| YouTube) that showcased the brand's core values, conceptualising and executing numerous celebrity and influencer liaisons that resulted in distinctive and inventive material for varied social media channels and translating on-ground activities into impactful digital displays for audiences.Under my leadership, exponential organic growth was realised and an active and loyal community secured due to which commercial targets were deftly achieved as my vast editorial expertise resulted in saleable digital produce.

Worked closely with international celebrities and influencers over print and digital platforms to provide engaging visual and written content for audiences over a variety of topics (such as fashion, beauty, travel, gastronomy and interiors) for some of the world's most esteemed lifestyle titles such as Harper's Bazaar, Grazia and HELLO!Some of the foremost names in Fashion and Beauty were collaborated with during my tenure - Fashion Forward with Elie Saab, Manolo Blahnik, Gia Trussardi, Michael Cinco, Prabal Gurung, Bibhu Mohaparta, Charlotte Olympia Dellal, Sophie Delafontaine (The granddaughter of the founder of Longchamp and the current Artistic Director of Longchamp), Michael Cinco, Daniella Helayel (the Duchess of Cambridge’s designer), Humberto Leon and Carol Lim (Kenzo) Gigi Hadid and Imran Ahmed (BoF); to name a few Beauty Bonanza with Charlotte Tilbury, Huda Kattan (Founder, Huda Beauty), Olivier Baussan (The Founder of L’OCCITANE), Rebecca Restrepo (Elizabeth Arden’s Global Make-up Artist), Dick Page (Creative Director, Shiseido) and Celine Roux (the Fragrance Director, Jo Malone); to name just a fewCelebrity Chat with Jenson Button, Anushka Sharma, Alia Bhatt and Chris Pine; to name just a few

Fashion And Lifestyle Journalism

M.Com, Marketing

Icse & Isc

B.Com With A Focus On Advertising And Marketing