Carolyn Ross

The Dubai International Convention and Exhibition Centre (DICEC) is firmly established as the largest and most sought after events venue in the Middle East region. With over 1, 000, 000 square feet of superior, flexible hall and meeting space, we cater for events of all scales.
I am the primary point of contact for our external clients within Dubai World Trade Centre and the interface between all DWTC operating departments acting as the Event Manager for all DWTC clients.
My role as Manager - Planning & Operations is to successfully manage the full scope of all events coming into the venue as well as processes, systems and business change initiatives within the Planning & Operations department.
From the initial design concept to full event execution, it is my responsibility to guide my clients through the event planning and operations process. Not all of my clients are experienced event professionals and a large majority of them need guidance through all aspects of their event’s management. I assist my clients with budget management, marketing strategies, delegate attraction campaigns, as well as all venue related matters such as: security briefings, traffic plans, protocol processes, DTCM & DED licenses, floor plan design, health & safety processes, catering orders, and more.
It is imperative that the correct brief is taken from my clients to understand what they are hoping to achieve from each event. I believe that asking the correct questions and listening to what my client’s want to achieve from their show is the most important skill I have developed thus far.

As the Project Director for Streamline, it is my responsibility to oversee the production process, draw up a production schedule and ensure planned KPI’s of efficiency and performance are met or exceeded. I ensure that the production is cost effective and adjust schedules as needed. I monitor product standards and implement quality-control programs. I drive continuous improvement activities through change management process and best practices. It is my responsibility to ensure coaching and development of junior members of the team and review their performance. I coordinate, set up and implement standard operating procedure for all production operations, making sure that products are produced on time and are of good quality. I estimate costs and set the quality standards.
I am responsible for production, sponsorship sales, delegate sales, marketing and operations for every product I develop. This position gives me the ideal opportunity to maintain and improve the skills my career has helped me develop thus far.

ASDA'A Burson-Marsteller (February 2012 - present)
Falcon and Associates - Partnerships Manager - EXPO 2020 Dubai, UAE

As a Consultant for ASDA'A Burson-Marsteller, I have been assigned to work directly with one of their most prestigious clients: Falcon and Associates.

The UAE is bidding to host the World Expo 2020 in Dubai under the theme 'Connecting Minds, Creating the Future'. Every five years and for a period of six months, World Expos attract millions of visitors. The World Expo has never been held in the Middle East, Africa and South East Asia in the history of the event.
Dubai EXPO 2020 relies heavily on the support from local and international partners. As Partnerships Manager, it is my responsibility to develop and manage corporate relationships in order to secure the sponsorship of the leading organisations in the UAE.
I am responsible for managing these relationships and producing partnered events. I create and develop creative concepts and corporate events that will lead to the success of the bid in November 2013.

Partnerships I have secured for the Dubai EXPO 2020 include: • Premier Partners: DP World, Dubai Airports, Emirates Airline, Emirates NBD, Etisalat and Jumeirah Group
• Official Partners: Dubai World Trade Centre, Department of Tourism and Commerce Marketing (DTCM)

www.expo2020dubai.ae

As a Conference Director, I conduct in-depth, commercially focused research with senior-level Executives. I analyse research information to understand the needs of the market as well as the buy/sell relationship. I develop the intellectual content of the conference agenda based on research with the target market. I source and secure senior-level Executives as conference speakers and workshop facilitators. I develop the product’s marketing strategy based on understanding of the primary market within the sector. It is my responsibility to write compelling and complementary copy as part of the product’s marketing mix. I create sponsorship lead generation and brief our high-performance Sponsorship Team. I brief the Delegate Sales so that they understand the key selling points of the product and the buying trends of the target market. I am directly responsible for the total management of Sales, Sponsorship and Marketing campaigns up until the conference runs.

With each event in my portfolio, it is my responsibility to implement an effective social and corporate media strategy. I manage a diverse team covering marketing, sales, finance, operations, production and technical designers. Each event team consists of 8 members as a minimum and I managed up to 7/8 events at a time. My strong project management and organisational skills are paramount in this role.
In addition, I ensure a clear communication process for my team and delver information and ideas in both written and verbal format whilst building and maintaining relationships both with IQPC staff and external clients.
As the conference producer, it is my responsibility to: Manage all media campaigns, write all marketing and press copy and ensure websites are consistently updated with correct information and appropriate hyperlinks.

During my time with ITP I have successfully brought in over $200, 000 worth of business. And secured 18 new clients
I am responsible for the full management of the magazine and online portals, developing client relations and the Sales of the advertising space and recruitment division.

KEY AREAS OF RESPONSIBILITY
Responsibilities include, but are not limited to:

Media Planning and Execution
Client & Internal Relationships
Strategic Thinking & Leadership
Communication Skills

Pathway, part of the SThree Group (FTSE 250 PLC - www.sthree.com), is an international recruitment consultancy providing precision staffing solutions to the IT, Finance, Engineering, Legal and HR markets in the UK, Middle East and Mainland Europe.
The decision to work with Pathway came from the opportunity to work in the Middle East, the powerful resources at their disposal, a comprehensive training programme and an appealing incentive scheme.

I established the HR desk for Pathway, focussed initially on the banking sector before branching out into supplying HR professional to all industry and commerce companies in the GCC. As my focussed area was HR, I had the extra responsibility of helping all of Pathway's divisions and consultants with their client penetration.

Total billings: AED 671, 865
As a Specialist in my field, I am responsible for the full cycle of recruitment, including candidate acquisition, client acquisition & business development, rates negotiation, account management and candidate management.
Testimonials from both Candidates and Clients are available on request.

From May 2007 - until April 2008 I took a year out to travel. I worked in various countries using my sales ability to replenish my travel funds

Haymarket is the largest private magazine publisher in the United Kingdom, with titles published in 23 languages across almost 100 nations. Selling advertising space is crucial for any publishing company. Advertising brings almost all the revenue for business-to-business titles and just under half the revenue for magazines sold on bookstalls.


June 2005-January2006
Sales Executive
Planning Magazine and Planning.com
January2006-June2006
Agency Recruitment Account Executive
Regeneration & Renewal Magazine and Regeneration.com


June2006-April2006
Agency Account Handler
Haymarket Brand Media - Marketing, PRWeek, Campaign, Media Week, Marketing.com, PRWeek.com, Campaign.com, MediaWeek.com

After being promoted to work on the Agency accounts it was my responsibility to:
1 Ensure agency organograms are managed, ordered and kept up to date.
2 Actively work on online developments and projects
3 Maintain and develop relationships at all levels with my agencies and across all disciplines - planners, buyers, account personnel.
4 To attend Agency functions - I and am prepared to work out of normal working hours in order to develop my agency relationships.
5 To demonstrate a thorough understanding of other media and their unique selling points in order to actively sell against them for the good of my publication.

I have succeeded in maximising revenue/profit from my own client base and contributed to the performance of the title as a whole. In addition to the professional and enthusiastic sales calls I make each day I am required to send sales letters to my clients which demonstrate a high standard of literacy.

I am constantly aware of all of my targets and budgets, and have active plans of how to achieve them.

Specifically I have excelled in:
1 Questioning techniques and the ability to listen.
2 Digital and online projects
3 The Ability to respond positively to objections and to handle them successfully.
4 Sound closing.
5 Time management