The Ascott Limited has bolstered its leadership team by appointing Sophia Berriane as director of marketing for the Middle East, Africa and Turkey.
Berriane holds a bachelor’s in communication and an MBA from Al-Akhawayn University in Morocco; a diploma in entrepreneurship from Kansai Gaidai University in Osaka, Japan; and a master’s in psychology from Harvard in the US.
Berriane brings over 10 years’ experience in marketing, communications and brand development across luxury hotel, hospitality and multinational Fortune 500 brands in the UAE and Africa. Over the years she has built a track record for devising and executing successful strategies to drive brand awareness, increase sales and enhance consumer engagement.
She began her career teaching marketing at universities while consulting in communications with five-star hotels and resorts in Morocco. In 2014, she joined the marketing team of Emirates Palace Hotel in Abu Dhabi. Tasked with revitalizing the hotel’s 14 F&B and leisure brands, Berriane was instrumental in the successful branding, launch and marketing of the Emirates Palace Spa. Most recently, Berriane held the role of marketing director with a Dubai-based consultancy working across a portfolio of brands including Jumeirah, Emaar, Burj Al-Arab and Kempinski.
“I’m thrilled to be joining The Ascott Limited,” said Berriane. “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.”
Vincent Miccolis, Ascott’s regional GM for Middle East, Africa and Turkey, said: “We are delighted to welcome Sophia on board. As we continue to expand and edge ever closer to our regional goal of 5,000 units by 2020, it is imperative we strengthen our senior management team with creative and strategic thinkers.”
“Sophia has an impressive track record working with leading hotel and hospitality brands in the region. Her tried and tested business acumen combined with in-depth marketing expertise will be a huge asset to the group as we continue to roll out Ascott’s operations across the region.”