1. SARA FATHI IBRAHIM
TEL: (+971) 0 50 655 4247
EMAIL: S_ibrahim78@hotmail.com
BORN: Cairo, Egypt September 25th 1978
CITIZENSHIP: Egyptian
MARITAL STATUS: Single
ADDRESS: 6 First May Buildings, El Nasr Road, Nasr City, Cairo - Egypt
EDUCATION
AMERICAN UNIVERSITY IN CAIRO
Masters in Journalism and Mass Communication – Class 2006
AMERICAN UNIVERSITY IN CAIRO
Bachelor Degree in Journalism and Mass Communication, Specialized in Integrated
Marketing Communication – Class 2000
HOTEL OPENINGS
· Shangri-La Hotel, Doha, Qatar (Pre-opening) - Director of Communications
· Four Seasons Alexandria at San Stefano, Egypt - Director of Public Relations
· Four Seasons Resort Sharm El Sheikh, Egypt - Public Relations Manger
· Four Seasons Resort Sharm El Sheikh, Egypt - Public Relations Coordinator
WORK EXPERIENCE
January 2014 – till present
Director of Communications - Shangri-La’s Villingili Resort & Spa, Maldives
Traders Hotel Male, Maldives
(Based in Dubai, Shangri-La Regional Office)
 Responsible for developing and implementing an annual Communications plan
and budget.
 Strategically plan and develop key initiatives to position the Resort as the
premium property in Maldives in the main market feeders.
 Develop and implement digital marketing strategies in line with the Resort’s
overall goal and online business.
 Plan, execute and monitor all online advertising campaigns for optimal results.
 Generate media awareness and coverage in the key market feeders for the Resort:
Middle East, UK, France and Russia.
 Actively promote the Resort facilities including food and beverage, spa and
recreation departments via in-house collateral and digital marketing.
 Supervise and advise photography for advertising purpose in liaison with the
advertising agency and the Home Office in Hong Kong.
 Responsible for English and Arabic press releases development and distribution
in the key market feeders.
 Arrange and execute the Resort’s sponsored events and community/government
relation activities.
 The Resort’s official spokesperson when appropriate including crisis situations.
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2.  Responsible for the entire communications department that includes
(Communications Manager, Digital Marketing Manager and Graphic Designer).
August 2013 – January 2014
Director of Communications - Shangri-La Hotel Doha, Qatar (Pre-opening)
Traders Hotel Doha, Qatar (Pre-opening)
 Develop an annual Communication plan and prepare annual Communication
goals and budgets.
 Participate as an active member of the community through associations,
memberships and trade organizations.
 Supervise and direct photography for advertising purpose in liaison with the
advertising agency and Marketing Department at Corporate Office.
 Work with the agency on the international rooms and local advertising
campaigns with creative and media plans.
 Coordinate and execute production of all printed material in-house.
 Coordinate with digital marketing promotional campaigns and activities for the
hotel.
 Develop and maintain media contacts, plan press conferences and other press
activities. Acts as hotel’s liaison with media to promote good publicity and
counteract bad publicity.
 Distribute press releases to appropriate targeted media, locally, regionally and
internationally.
 Develop and organize promotional activities, coordinates with departments
concerned.
 Coordinate hotel sponsored events and community relations activities.
 In charge of the Communications, Digital and Art Departments.
June 2008 – August 2013
Director of Public Relations - Four Seasons Hotel Cairo at Nile Plaza, Egypt
Four Seasons Hotel Alexandria at San Stefano, Egypt
· Responsible for the Public Relations functions, marketing, advertising and
publicity of the hotel, internally and externally.
· Responsible for all Public Relations, advertising and publicity campaigns to
increase public interest for promotional events within the hotel.
· Work closely with key departments in hotel such as Sales, Catering, Rooms and
Food and Beverage in order to identify key sales objectives and help in promoting
and marketing them.
· Responsible of the social media activities, such as Facebook and Twitter.
· Responsible of the Four Seasons regional ‘Seasonings’ magazine of the four
hotels in Egypt in terms of editorial as well as advertising funds.
· Responsible of writing all press releases and written sales and marketing material
for the hotel.
· Responsible for forecasting and planning marketing and public relations yearly
budgets and plans.
· Liaise and update company’s international Public Relations agencies with press
releases messages and to secure key journalist visits in order to secure media
converge and exposure for the hotel, on a regional and international basis.
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3. · Maintain contact and update Home Office and contracted international PR
agencies of planned events and developments.
· Responsible for training new Public Relations hires within the Middle East in
order to ensure that they are fully and properly trained to Four Seasons standards,
culture and philosophy.
· Responsible to seek and participate in charity organizations in order to project the
hotel within the community.
March 2006 – June 2008
Director of Public Relations - Four Seasons Hotel Alexandria at San Stefano, Egypt
· Actively supported the Hotel during the opening phase as the leading property
overlooking the Mediterranean through planning and developing public relations
activities to attract clients.
· Maintain professional relationships with local and international media.
· Ability to track all editorial opportunities in local, national and international press
in order to develop and execute innovative PR leads.
· Assist in the preparation of all marketing collateral to advertise special events and
promotions.
· Research, write and supervise the design and production of the hotel’s newsletters
for clients and in-house guests.
· Organize national and international press familiarization trips to the hotel.
· Ensure that all hotel promotions are in keeping with the Four Seasons image.
· Maintain a database of press, government and influencers contacts.
· Develop and execute an annual PR plan as an integral part of hotel's marketing
plan
June 2004 – March 2006
Public Relations Manager – Four Seasons Resort Sharm El Sheikh, Egypt
· Enhance the hotel’s image of excellence nationally, internationally and regionally
(Gulf & Middle East region.)
· Track all editorial opportunities in local, national and international press in order
to develop and execute innovative PR/Publicity programs aimed at creating
public awareness of the hotel and its services within the target market segments.
· Communicate with all management, department heads and employees to seek out
new opportunities for publicity to promote further the hotel’s awareness.
· Execute an annual PR plan as an integral part of the hotel’s marketing plan.
· Ensure all hotel promotions are maintaining the Four Seasons image and reflect
the highest level of professionalism in content and presentation.
· Conduct photoshooting sessions ensuring photographs and slides libraries for the
hotel.
· Maintain and develop professional relationships with international and regional
media.
· Coordinate in producing and distributing media releases, media kits and other PR
related material about the hotel.
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4. March 2002 – June 2004
Public Relations Coordinator – Four Seasons Resort Sharm El Sheikh, Egypt
· Coordinate the Public Relations function and publicity of the hotel for the
Egyptian and Arab language media markets, internally and externally.
· Develop and create awareness of the Resort and the brand to all possible media
and successfully placed the Resort on the international travel map.
· Organize national and international press familiarization trips to the hotel.
KEY SKILLS
· Fluent in, English and Arabic.
· Highly motivated with a practical approach.
· Experience in writing up, projecting and budgeting yearly public relations,
marketing and advertising plans.
· Good time management skills: planning, organizing and prioritizing activities;
thus ensuring deadlines and targets are met.
· 12 years of Marketing Communications experience.
TRAINING
· Shangri-La Crisis Management Training – Shangri-La Dubai 2013
· Four Seasons Strategic Selling Skills Program
· Four Seasons Leadership Challenge Program
· Four Seasons MDP (Management Development program)
· Four Seasons Social Media Guidelines
· Four Seasons Presentation Skills
· Cross exposure Public Relations Training – Four Seasons New York 2008
· Cross exposure Public Relations Training – Four Seasons Paris Gorge V 2005
· Cross exposure Public Relations Training – Four Seasons London 2003
HOBBIES AND INTERESTS
Traveling, Tennis and Networking
REFERENCES UPON REQUEST
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