Transforming Destinations, Empowering Stakeholders & Driving Sustainable Growth

Core Capabilities & Functional Expertise

✔ Destination Strategy & Master Planning

Established through leading national tourism strategies and giga-project blueprints across GCC and LATAM, including 60–90-page plans integrating infrastructure, policy, and investment components.

✔ Government & Giga-Project Advisory

Developed through direct advisory to ministries, investment authorities, and executive boards on large-scale destination initiatives such as Red Sea Global, national tourism campaigns, and cross-border infrastructure alignment.

✔ Sustainable Tourism Frameworks

Refined by embedding sustainability principles into tourism masterplans, heritage site development, and eco-tourism zones, ensuring long-term economic and environmental resilience.

✔ National Branding & Tourism Economics

Demonstrated while repositioning Panama’s tourism identity and leading global campaign strategies that generated AED 5.8B+ in economic impact and raised national competitiveness rankings.

✔ Public-Private Partnership Structuring (PPPs)

Gained by aligning stakeholders across government and private sectors to secure funding, shape investment zones, and structure execution frameworks for tourism-related infrastructure and services.

✔ Experience Design

Proven through destination development roles where visitor-facing touchpoints, storytelling elements, and spatial design were integrated into tourism strategy and brand narratives.

✔ Visitor Journey Mapping

Built during leadership roles in airports, cultural districts, and resort towns, where physical and digital pathways were designed to optimise engagement, satisfaction, and spend per visitor.

✔ Destination Development

Shaped through end-to-end project oversight across giga-projects, heritage zones, airports, and resort-linked destinations, from concept to operational readiness.

✔ Digital Strategy

Sharpened in earlier roles at Banff & Lake Louise, WestJet, and HBC, where digital platforms were deployed for campaign delivery, customer engagement, and online conversions—later extended into tourism ecosystems.

✔ Destination Marketing Plan

Crafted and executed across four continents, including national-level marketing leadership at Promtur Panama and global repositioning strategies for iconic destinations like Banff.

✔ Destination Branding

Honed by creating brand architecture frameworks that link place identity with investment narratives, promotional campaigns, and community engagement strategies.

✔ Data-Driven Decisions

Embedded in KPI frameworks, national reporting dashboards, and campaign optimisation models used to track performance, inform investment, and steer long-term strategy.

✔ Stakeholder & Government Relations

Refined through high-level collaboration with ministries, national boards, tourism authorities, and regional partners to align objectives, secure approvals, and coordinate execution.

✔ Strategic Alliances

Proven through formation of cross-border and cross-sector partnerships with Tier 1 consultancies, national tourism boards, and international investors to accelerate project delivery and impact.

General Manager | Chief Marketing Officer | Acting CEO | Senior Tourism Strategy Consultant | Vice President, Global Marketing | Director of Digital Marketing & Creative Services | Interim Head of DMO | Destination Master Planner

Core Capabilities & Executive Roles