The Ascott Limited (Ascott) has welcomed Sophia Berriane as director of marketing for the Middle East, Africa and Turkey.
Berriane assumes her new challenge with more than a decade’s worth of experience in marketing, communications and brand development across luxury hotel, hospitality and multinational Fortune 500 brands in the UAE and Africa.
She is known for her skills in devising and executing successful strategies to drive brand awareness, increase sales and enhance consumer engagement.
Berriane kicked off her career teaching marketing at universities whilst consulting in communications with five-star hotels and resorts in Morocco.
In 2014, she joined Emirates Palace Hotel’s marketing team in Abu Dhabi, where she was tasked with revitalising the hotel’s 14 F&B and leisure brands. Berriane played a key role in the branding, launch and marketing of the award-winning Emirates Palace Spa.
Prior to her new posting with Ascott, she worked as the marketing director of a Dubai-based consultancy company, working across a portfolio of brands including Jumeirah, Emaar, Burj Al Arab and Kempinski.
Berriane enthused: “I’m thrilled to be joining The Ascott Limited. The hospitality sector in MEA and Turkey is fast paced and dynamic, offering exciting potential for growth and development. I look forward to working closely with the team to drive the Ascott brand to the next level of success on the global map.”
Berriane’s remit will include Ascott’s 12 operational properties that span 11 cities and seven countries including the KSA, the UAE, Turkey, Bahrain, Oman, Qatar and Ghana and its strong regional pipeline.
A total of 13 properties (1,877 keys) that are expected to launch over the coming two years are currently under development throughout the region, including seven in the KSA with over 1,000 keys and six spanning the UAE, Turkey, Ghana, Oman and Kazakhstan.