Corporate Manager, Guest Intelligence & Digital Marketing
Safir Hotels & Resorts
Total years of experience :12 years, 11 Months
ACHIEVEMENTS:
• Improved the online reputation performance (2018 - 2022) for SHR by:
• Increasing GRI (Global Review Index) by 5.6 points compared to major brands,
which resulted in Increased ADR by 4.98%, Increased Occupancy by 3.02% &
Increased RevPAR by 7.95%
• Improving management response rate by 26.4% & maintained 100% daily
• Improved average response time from 13.1 days to within 24 hours
• Higher Review Scores also positively impacted SHR’s Sales, Distribution & Revenue
management strategies by improving hotel rankings:
• Increased Direct bookings by 20% in the business mix
• Increased OTAs bookings by 15% in the business mix
• Increased Overall Average Room Rate (ADR) by 14%
• Published strategic guidelines on “How to Implement a Hotel ChatBot Successfully.”
• Expert Guest Speaker on Automation The New Hybrid Hotel: Staff & Technology
Working in Tandem.
RESPONSIBILITIES IN GUEST INTELLIGENCE
• Prepared covid-responsible business operations by developing Safer@Safir initiatives
• Implemented Guest Service Automation (GEA), a combination of communication
channels and AI-powered ChatBot for contactless guest communications for covidresponsible
communications during the pandemic free of cost for ten months.
• Developed the Monthly Performance Review system across the group
• Responsible for Systems Integration: Property Management Systems (PMS - Opera) for
an automated delivery mechanism, CRM, Guest Intelligence, Booking Engine, STR,
OTA’s: Booking.com & Search Booking Engines: Google & TripAdvisor - Reviews
Collection programs, Meta Facebook Suite, Meta Pixel, Ads, and Communication tools
(WhatsApp, Viber, Telegram, WebChat, Messenger) for seamless interconnectivity.
• Deployment of key performance management (KPI Balance Scorecard tools) for:
a. Financial KPI, Occupancy, ADR & RevPAR (STR Global),
b. Guest Satisfaction KPI, Global Review Index (GRI), Competitor Quality Index (CQI),
Guest Sentiments Analysis, Net Promoter Score (NPS), &
c. Colleagues’ Satisfaction through ANON Surveys and managing Colleague Intranet
Portal.
RESPONSIBILITIES IN DIGITAL MARKETING
• Developed website architecture of safirhotels.com and subsequently managed CMS.
• Social Media account creation, integration, and optimization with other systems
(ReviewPro, CRM, and websites) - Meta Business Suite, YouTube, TikTok Business
• Reach audience-targeted and retargeted ads (Meta Business Suite & Google Ads)
• Digital and Social Competitive Landscape: Analysis and comparing social strategies
and price optimization.
• Developed Digital Marketing and Public Relations strategies for creating awareness,
lead conversion, engagement, discovery, and connection strategies.
• Developed SEO/SEM strategies to implement tactics that sustain hotel ranking & results.
• Developed PPC campaigns with targeted conversions and ROI by optimizing keywords,
competitors’ PPC keywords, keywords match type, negative keywords, search terms,
ads, Click-through rate (CTR), quality score, Google auction, etc.
Responsible for overall support to the SHR Corporate Office Hotel Operations, Development, Finance, Marketing & HR Team in Kuwait, Egypt, Qatar, Oman, Algeria, Syria & Lebanon.
RESPONSIBLE FOR:
• Hotel Development Standards 5Star & 4Star for Upscale & Midscale Hotels
• Manuals, Guidelines, SOP, and Quality Assurance documents
• Managing systems: SharePoint Employee Portal, Market Matrix, Mystery Shopper, STR Reporting, Booking Engine (Sabre Synaxis), Revenue Management.
• Creative Brief Management for Hotel’s Design Requirements
• Developing: Organization Structure, Incentive Policies, KPIs, Annual Objective Action Plans, Financial projections, presentations & letters of Intent (LOI)s for potential opportunities.
• Team Building, Tradeshows, Workshops
• Develop special projects, sales & marketing event plans for hotels
• Preparing Expense reports, leave requests, business travels, vacation plans, and quarterly sales updates.
• Managed and coordinated the 2020 Vision workshop, Brand Audit workshops
• Played a pivotal role in the company’s re-branding, portfolio repositioning, departmental strategy development, company re-structuring, audit, and data collection for gap analysis
Ongoing
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