Amal Harb

Providing strategic advisory across travel, tourism, hospitality and real estate projects, partnering with owners, developers and operators to shape brand positioning, go-to-market strategies and long-term growth frameworks. - Advised on brand development and repositioning for emerging hospitality and mixed-use destinations, aligning concept, identity and commercial objectives. - Supported pre-opening and development-stage projects, defining brand architecture, guest experience frameworks and marketing foundations. - Led go-to-market and launch strategies, including positioning, messaging, channel strategy and stakeholder alignment. - Worked closely with developers and operators to align real estate vision and operational brand delivery. - Contributed to digital, CRM and customer journey strategies, ensuring data-driven marketing and scalable growth models. - Delivered strategic advisory and workshops for leadership teams, translating market insights into actionable commercial plans.

Teaching two key Digital Marketing units at DCT, I focus on equipping students with both strategic insight and analytical acumen. In “Design a Digital Marketing Campaign,” learners are guided through the end-to-end process of creating data-informed, audience-focused campaigns. In “Assess and Enhance a Digital Marketing Campaign,” the emphasis shifts to evaluation, developing the ability to measure impact, optimize content, and refine strategies in real time. Together, these modules strike a dynamic balance between creativity and critical thinking, grounded in practical, real-world application.

Being a member of The Marketing Society can offer valuable networking opportunities with industry peers, allowing professionals to expand their professional connections and build relationships within the marketing field. Furthermore, The Marketing Society may provide access to exclusive resources, events, and educational opportunities that can enhance professional development and help individuals stay up-to-date with the latest trends and strategies in marketing. By joining The Marketing Society, professionals may also have the chance to engage in thought leadership and knowledge-sharing within the marketing community, positioning themselves as experts in their field and potentially boosting their visibility and reputation. Join Us https://www.marketingsociety.com/join

An active member of the Hospitality Sales and Marketing Association International (HSMAI) in the Middle East and Africa (MEA), dedicated to empowering hotels and their partners by providing professionals with the tools, insights, and expertise needed to excel in sales, marketing, and revenue optimization. Our Focus: Fuel Sales. Inspire Marketing. Optimize Revenue. In 2022, we established the Marketing Advisory Board, and I had the privilege of serving as its Chair for two years.

Reporting to the President & CEO and based at Rotana’s Corporate Head Office, I led a regional team of 63 Marketing & Communications professionals across the Middle East, Africa, and Türkiye. I led the group’s marketing strategy, driving brand positioning through customer segmentation, market analysis, and penetration strategies. Oversaw the full marketing plan lifecycle, from branding and advertising to partnerships, culminating in the successful rebranding of Rotana and its six sub-brands. Led regional and global campaigns that significantly boosted occupancy and profitability and created company-wide communication tools and crisis protocols to elevate performance standards. Managed the full marketing budget, ensuring smart resource allocation and strong ROI. Defined and monitored KPIs, adjusted performance tactics, and aligned output with business goals. Oversaw strategic market entry and pricing strategies for new hotel openings across KSA, Türkiye, Morocco, and luxury segments in Abu Dhabi. Grew the MarComms team from 3 to 63 over two decades, promoting a culture of mentorship and continuous learning. Provided leadership to both corporate and property-level teams, including pre-opening support. Led key partnerships in sustainability, wellness, aviation, and destination marketing with brands like Etihad Airways, Air Arabia, Emirates Foundation, and Make-A-Wish. Managed PR, creative, and media agencies and served as the company’s spokesperson while also leading media training for executives. Led the company’s presence at global travel trade shows and industry events and managed all Rotana Rewards communications, enhancing customer loyalty through strategic customer care initiatives, promotions, and targeted campaigns Drove a 3.8% increase in brand.com contribution between 2018–2024. Oversaw e-commerce functions, digital content, SEO, and social media, while building a comprehensive CRM system to power targeted campaigns and loyalty initiatives.

Reporting directly to the Executive Vice President & Chief Operating Officer and based at Rotana’s Corporate Head Office with overall responsibility for developing and implementing marketing and promotional strategies for the Rotana brand and its four sub-brands.

Reporting directly to the Corporate Vice President of Sales & Marketing and based at Rotana’s Corporate Head Office, with responsibility for developing and implementing effective marketing and promotional strategies to position Rotana and its properties as highly desirable within identified target markets, aligned with Rotana’s strategic objectives.

Reporting directly to the Area Director of Operations, with a dotted-line relationship to the General Managers of the properties, with responsibility for Marketing and Communications activities across five properties in the area.

The Beach Rotana is the flagship property of Rotana Group, the Middle East’s premier hotel chain. I initially joined Rotana in May 2000 as Public Relations Manager for the Beach Rotana and was promoted to Marketing & Communications Manager in early 2002. During this time, I played a key role in the launch of the hotel’s expansion, which introduced a new Tower Wing, a serviced apartment complex, and 10 additional Food & Beverage outlets. My primary responsibility was promoting the hotel and its offerings through various channels, including local and international media. This involved managing all aspects of advertising, public relations, and promotional materials, while ensuring strict adherence to the Group’s corporate identity standards. I also organized and executed promotional events, collaborating closely with the F&B and Sales departments. Additionally, I developed and implemented marketing strategies, including formulating the hotel’s annual marketing budget and overseeing its execution.

At The Sands Hotel, a member of the Abu Dhabi National Hotels group, my primary role focused on promoting the hotel and its activities while supporting the Sales and Marketing department. I collaborated closely with local media, drafted articles, and cultivated long-term relationships with the press. Additionally, I was responsible for the creation and production of press releases, promotional materials, and advertising content, working alongside hotel management to develop special promotions and events. I also took the initiative to generate new business by engaging with local companies and organizations, successfully transitioning these clients to the Sales department for continued management. Moreover, I organized and managed a variety of high-profile events, including fashion shows and major live entertainment nights.

Translation, Montage and Interviews for the news department. Assisting at the Parliamentary Deputy meetings every Wednesday with another reporter and photographer. Writing commentary of topical news items.

Working as a sales representative for a "telephone call back" system. This involved following up leads, assistance at exhibitions or promotional events and client contact.

Assisting in the capacity of both Translator and Promotional Representative at various exhibitions and conferences staged at the centre.

Based in the News Department I was actively involved in writing articles after political conferences and meetings. Performing translation of news received through satellite from CNN, NBC, REUTERS and, AFP.