Head of Marketing, Amriya Group

What’s a typical day in your current role like?
Every day looks a little different – and that’s what I love about it. My mornings usually begin with reviewing performance insights and operational updates across our venues – Masso, Lyra, The Orangery, Circa and Palmyard, as well as for Amriya Group as a whole – making sure the story we tell in the market aligns seamlessly with the one guests’ experience at our venues. From there, it’s a balance of collaboration and creative development: meeting with my team, operations teams, partners or media on priorities, shaping campaigns, refining messaging and a whole lot more. I also spend time researching what’s trending in other markets – identifying opportunities and planning ahead for key moments like the festive season. I get most excited about tastings with our chefs, exploring new introductions and understanding the storytelling behind the flavours. It’s fast-paced and constantly evolving but deeply rewarding to see ideas move from concept to culture.

What’s the secret to making a message stick with audiences?
Clarity and emotion, in equal measure. A message resonates when people can instantly picture themselves in the story you’re telling. For me, that means simplifying the what, while elevating the how, using storytelling, cultural insight and design that feels genuinely human. In hospitality, it’s all about evoking a sense of presence. If a visual can make you almost taste the dish or a chef’s passion can make you crave the experience they’re describing, the message has already done its job. When communication becomes a feeling – not just information – that’s when it stays with people and inspires them to take action.

Being new to the island, what’s been the most fun or unusual thing you’ve discovered in Bahrain?
I’m still exploring the island but what’s truly stood out is how genuinely welcoming everyone has been. Coming from Dubai, it’s been such a pleasant surprise to actually connect with people – to meet locals, spend time with them and feel that sense of community right away. One of the most unexpected and memorable experiences so far has been visiting Abbas Almosawi’s gallery. It was my first time stepping into an artist’s personal studio space, and I was completely charmed – not just by his vibrant personality and enthusiasm but by the way every corner of the gallery tells a story and celebrates sustainability. It was creative, unexpected and one of those experiences that stays with you.