Dina is a strategic and creative leader with a strong track-record in developing brands and new concepts in the hospitality sector across the UK, EMEA and North American regions. She has extensive experience in the disciplines covering brand development, customer experience, NPD, communication and digital marketing. Dina is a high integrity leader, bringing energy and fresh ideas to the table, while focussing on achieving solid commercial results for her clients.
Over her career, Dina has worked for international brands within the hospitality industry, including InterContinental Hotels & Resorts where she developed a challenger brand strategy for the Crowne Plaza brand and led the growth of Hotel Indigo across Europe.
Her achievements include developing new hotel brands with distinctive identities and scaling them across geographies, building and launching unique loyalty programmes, developing and implementing digital marketing strategies from website development to digital customer acquisition campaigns to driving customer retention through engaging CRM and communication programmes.
Dina identifies market opportunity and target audience through consumer research and insight. She helps brands find their unique positioning in the market through developing innovative concepts driven by insight and strategy development. She has strong results in increasing brand awareness for clients, developing clear and unique brand propositions, aligning multiple audiences and stakeholders behind the brand vision to roll out across multiple markets and regions.
Dina has a Bachelors Degree in Spanish Language and Literature, an MBA from Atlanta Georgia, USA and a Digital Marketing Strategy diploma from Oxford University. She is fluent in English and Arabic with a good level of Spanish.