Spa & Fitness Director
Nikki Beach Resort & Sp
Total years of experience :32 years, 0 months
Boutique lifestyle resort spa and fitness venues spanning over 2000sqm including 8 spa suites, 1 hammam, 7 hydrothermal facilities, 1 gymnasium, 1 fitness studio and a team of 15 staff members.
Spearheaded the pre-opening phase, operational management and business development of the spa and fitness units
Established regional and international brand recognition and market positioning for the spa by winning 4 regional and international awards:
- Modern Spa of the Year UAE - Travel & Hospitality Awards 2020
- Hotel Spa of the Year MEA - World Spa & Wellness Awards 2019
- Resort Spa of the Year GCC - Professional Beauty Awards 2019
- Best Luxe Lifestyle Spa ME - Cosmopolitan Beauty Awards 2018
Closed first year of spa operation with 20% profit and 30% in the two successive years thereafter exceeding budget target
Achieved 36% profit for the gym by year two of operation rendering this facility commercially viable
Co-ordinated with project teams and contractors on design, layout operational flow, FFE and MEP aspects
Identified and sourced all OSE requirements, sought respective vendors and presided over subsequent deliveries and set-ups
Recruited and trained staff on all aspects of operating principles and service excellence
Drafted Business Plans, Budgets, Revenue Performance / Utilization Reports and PR & Marketing Strategies
Conceived brand identity and service philosophy for Nikki Spas globally and created a Beach Club Massage concept for Nikki Beach Worldwide
Urban retreat spread over 2 floors, endorsed by one of the world’s leading
spa brands, having 10 spa suites, 8 hydrothermal facilities, 2 gymnasiums
1 fitness studio, 1 outdoor pool and a team of 18 staff members.
▪ Led overall business and operational plans for both the spa & health
club, maximizing financial and service quality performance through a
commercially driven and service excellence-oriented culture
▪ Exceeded 2014 spa retail revenue budget target by 23% and recorded
the highest retail and treatment revenues ever achieved in the history
of the spa while maintaining operating costs within budget figures
▪ Surpassed 2014 health club revenue budget target by 14% and
recorded a 32% revenue growth on previous year by triplicating the
number of active members, rendering this unit profitable
▪ Attained overall Medallia guest spa experience ratings of 9.5 and a
Leading Quality Assurance score of 100% and 96% for 2 years in
succession
EXPERIENCE
Director of Spa & Health Club
H Hotel - Mandara Spa, Dubai Nov 2012 - Nov 2015
Urban retreat spread over 2 floors, endorsed by one of the world’s leading spa brands, having 10 spa suites, 8 hydrothermal facilities, 2 gymnasiums 1 fitness studio, 1 outdoor pool and a team of 18 staff members.
Led overall business and operational plans for both the spa & health club, maximizing financial and service quality performance through a commercially driven and service excellence-oriented culture
Exceeded 2014 spa retail revenue budget target by 23% and recorded the highest retail and treatment revenues ever achieved in the history of the spa while maintaining operating costs within budget figures
Surpassed 2014 health club revenue budget target by 14% and recorded a 32% revenue growth on previous year by triplicating the number of active members, rendering this unit profitable
Attained overall Medallia guest spa experience ratings of 9.5 and a Leading Quality Assurance score of 100% and 96% for 2 years in succession
Spa Manager
Dubai Ladies Club - Al Asalla Spa, Dubai July 2007 - Mar 2012
Exclusive Moroccan inspired day spa, featuring 12 treatment rooms including 3 hammams, 1 Rasul, 3 hydrothermal facilities; and a team of 18 staff members.
Restructured overall business optimizing and improving all elements of performance, utilization and productivity
Doubled net profit within the first year of taking over and generated average of 20% revenue growth for 4 consecutive years
Reduced operating costs year on year and restricted expenses to below budgeted figures
Increased retail sales by 490% and therapist utilization rate by 40% reaching an average of 65%
Attained and maintained client satisfaction index of 90% and a staff retention rate of 95%
Introduced appointment handling policies reducing cancellations and no-shows by 85%
Coached team on holistic spa journey approach, service delivery principles, front and back-of-house processes
Designed job descriptions, operational procedures, policies and process mapped spa journey as per ISO standards
Selected, introduced and configured comprehensive spa management software
Drafted KPI standards and reports to measure and analyze business and personnel performance
Planned and managed department’s business strategy, annual budget and P&L performance
Conceptualized marketing strategies for client retention and acquisition
Rebranded entire spa collateral collection, web design, signage, and revamped uniforms, guest linen and amenities
Re-created spa menu, enhanced and expanded treatment and merchandizing portfolio offerings
Initiated and executed spa expansion, refurbishment, and brand enhancement projects
Planned and managed department’s business strategy, annual budget
and P&L performance
▪ Conceptualized marketing strategies for client retention and
acquisition
▪ Rebranded entire spa collateral collection, web design, signage, and
revamped uniforms, guest linen and amenities
▪ Re-created spa menu, enhanced and expanded treatment and
merchandizing portfolio offerings
▪ Initiated and executed spa expansion, refurbishment, and brand
enhancement projects
