performance54 group – muscat, oman


Performance54 Group is a modern marketing and consultancy group, with extensive experience within the golf and tourism sectors, providing detailed insights that positively impact brands, destinations and stakeholder investments. It was a privilege to work with them on the marketing strategy and implementation of Oman’s most prominent football activation to date – the Football Fan Festival taking place 20 Nov – 18 Dec 2022 to celebrate the spirit of the Middle East’s first FIFA World Cup.

scratch marketing and media – BOSTON, US
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Scratch Media and Marketing is a unique B2B tech consulting agency that delivers game-changing marketing and PR for game-changing companies. Their talented strategists, marketers and top creative minds are experts at simplifying complex problems and delivering impactful results for pioneering tech companies and their innovations. I’m helping the Scratch marketing team with content editing and project management. 



Really proud to have launched W hotels’ first property in the Middle East back in 2009 as a director of marketing of W Doha Hotel & Residences in Qatar. Managed all internal and external communication channels for the 445 rooms, suites and residences hotel; two dining concepts by three-star Michelin Chef Jean-Georges Vongerichten and New York’s signature Bliss Spa. W Doha was honoured in the 2009 Conde Nast Traveler Hot List, featuring the best new openings worldwide. 


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Had the privilege to manage all internal and external marketing and communications channels of the two Taj properties in London – St James’ Court, A Taj Hotel and Taj 51 Buckingham Gate Suites and Residences alongside their Spa at 51 and numerous restaurants, including the Michelin-starred Quilon. Scope included public relations, advertising, digital, events, collateral, sponsorships, partnerships and corporate social responsibility.


Had the privilege to launch the world’s first Jaguar Suite. Overseen by Jaguar’s acclaimed Design Director, Ian Callum, the suite features specially-commissioned furniture, artwork and displays. The sleek design of the 1,832 square foot, two-bedroom apartment at Taj 51 Buckingham Gate alludes to both classic and contemporary Jaguar models, from the legendary 1960’s E-type to the state-of-the-art C-X75.

Design Partnership with Beatrix Ong MBE

The critically acclaimed fashion designer created a limited edition of luxury slippers, available exclusively at Shangri-La Hotel, At The Shard, London. Featured in Financial Times Weekend “Worth It“ Section and Harper’s Bazaar “Fashion Find of the Day”.

Design Collaboration with Jackie JS Lee

The London-based Korean designer, who opens London Fashion Week, created a bespoke capsule collection of two silk scarves inspired by ‘East meets West’, sold exclusively at Shangri-La Hotel, At The Shard, London.

Festive Collaboration with Shanghai Tang

The Christmas tree of Shangri-La Hotel, At The Shard, London was designed by the pioneering luxury brand of Chinese chic, Shanghai Tang and included in Harpers Bazaar’s  Best Christmas Trees of 2015.

Shangri-La Cultural Salon

An exclusive series of sunset Q&A cocktail events with some of the most exciting names in the ‘East Meets West’ cultural scene. The aim was to introduce Shangri-La Hotel, At The Shard, London to the British arts and cultural elite by celebrating the brand’s Asian heritage, while raising funds for the hotel’s chosen London charity The Blackfriars Settlement.

Guests of honour included Sir Paul Smith – Fashion Design; Angelika Cheung – Editor of Vogue, China; Jimmy Choo – Fashion Design; Sir David Tang – Fashion and Philanthropy; Beatrix Ong MBE – Fashion Design; Edmund De Waal – Pottery; Lady Ravynn Coxen – The Sacred Dancers of Angkor Wat (Cambodia); Eudon Choi – Fashion Design; Jackie JS Lee – Fashion Design; Carolyn Choa (Minghella) – Theatre; Hiro Arakawa – Photography; Tishani Doshi – Poetry; Hanif Kureishi – Playwrigh and Peter Popham – Journalism.