Dubai, United Arab Emirates
Senior marketing and brand leader with 15+ years’ experience building premium and lifestyle consumer brands across global and emerging markets, including the Middle East, Africa, India, Europe, and Asia-Pacific. Currently Marketing Director at Rémy Cointreau, leading portfolio brand strategy and growth across Africa, the Middle East, India, and CIS. Previously Global Marketing Director for PATRÓN Tequila, with responsibility for global brand strategy, experience-led platforms, and flagship partnerships including Formula One. Proven track record across brand positioning, creative and experience governance, regional and global operating models, and commercial leadership within complex, multi-market environments. Highly experienced in translating global brand frameworks into culturally relevant, high-impact execution at scale. Known for balancing brand ambition with commercial discipline, leading cross-functional teams, and partnering effectively with senior stakeholders, agencies, and distributors to deliver sustainable growth.
Regional marketing leader responsible for brand strategy, growth priorities, and integrated marketing execution across Africa, the Middle East, India, and CIS. Own regional brand vision and portfolio strategy across premium and luxury lifestyle spirits, aligning global brand platforms with local market realities. Lead annual and multi-year marketing plans, investment frameworks, and KPI tracking in close partnership with commercial leadership. Oversee agency partners, creative governance, and execution standards across diverse markets and channels. Drive brand equity growth through culturally relevant storytelling, partnerships, experiential platforms, and digital activation. Operate effectively in complex, matrixed environments with senior global and regional stakeholders.
Global brand leader for PATRÓN Tequila, shaping brand strategy, creative direction, and experiential execution across priority international markets. Played a central role in the evolution and global roll-out of the PATRÓN brand world, translating strategy into scalable toolkits and execution frameworks. Led global brand governance across identity, copy, visual standards, and experiential expression. Developed long-term brand platforms spanning partnerships, hospitality, travel retail, and cultural moments. Acted as final international sign-off for creative execution, ensuring consistency while enabling local relevance. Worked closely with agencies, internal creative teams, and regional markets to drive brand desire and premium credentials.
Regional brand and commercial lead for PATRÓN following brand acquisition, responsible for driving growth, scale, and premium brand positioning. Set regional brand priorities, market focus, and execution frameworks across 25+ international markets. Held joint responsibility for brand performance and commercial outcomes in partnership with distributors and internal teams. Led regional marketing planning, launch strategies, and activation roadmaps across on-trade, off-trade, and travel retail. Ensured consistent premium brand expression while adapting to cultural, regulatory, and commercial realities.
Senior commercial leader with full P&L accountability for PATRÓN across the Middle East and Eastern Europe. Owned end-to-end commercial strategy including pricing, distribution, channel expansion, and trade investment. Led integrated commercial and marketing planning within a lean operating model, overseeing marketing execution alongside sales. Drove growth through experiential activation, partnerships, and premium on-trade strategy. Worked closely with distributors to strengthen capabilities, execution quality, and commercial discipline.
Commercial lead for the Gulf travel retail business with full responsibility for performance across airport and airline channels. Owned P&L, forecasting, and customer negotiations across key Gulf hubs. Delivered brand strategy and activation tailored to high-traffic, premium travel retail environments. Managed distributor relationships and ensured strong in-store and experiential execution.
- Led the marketing planning and execution of Chivas Scotch across the Gulf region, both domestic and duty free
- Marketing planning and execution for Pernod Ricard distributor in Abu Dhabi