Chief Executive Officer
CurrentFuelling the commercial success of Abu Dhabi's Yas Island and Saadiyat Island brands, I am responsible for multi-year strategic planning and execution to drive visitor numbers and revenue. Key outcomes include the leadership of major campaigns that have achieved exceptionally rapid ROI with hundreds of millions of views and scaling the organisation exponentially under my leadership, from 30 to 250 people with a fivefold increase in budget. I have leveraged the Pandemic as an opportunity to reset and take market share through assertive commerical execution. Another key responsibility has been operationalising a one-stop-shop customer contact (CX) centre for booking holidays and experiences for all of Abu Dhabi’s tourism products that has set the gold standard in customer service.
