Nina Mohamed, Director of Marketing and Communications at Mövenpick Resort Al Marjan Island, is an accomplished leader with over 13 years of experience in the hospitality industry. Her journey from Assistant Marketing Communications Manager to her current leadership role is a testament to her dedication, creativity and strategic acumen.
Nina’s passion for the hospitality industry stems from its dynamic and ever-evolving nature. Reflecting on what first drew her to the industry, she says, “The opportunity to work in a field that blends creativity and strategy while providing memorable experiences for our guests was truly appealing.” This blend of creativity and strategic thinking has been a driving force throughout her career and has shaped her approach to marketing and communications.
She began her career as an Assistant Marketing Communications Manager, where she honed her skills in brand positioning, digital marketing and content creation. Over the years, Nina’s career has evolved as she took on increasingly challenging roles in different locations, each offering unique insight into the global hospitality industry. From the vibrant paradise of the Maldives, to the bustling streets of Singapore, to the culture-rich Middle East, Nina’s international experiences have shaped her approach to marketing, enabling her to develop strategies that resonate with both local and international audiences.
As Marketing Director at Mövenpick Resort Al Marjan Island, Nina’s role is to develop and execute the overall marketing strategy to ensure the resort’s brand stands out in the competitive hospitality industry. Nearly two years after the resort opened, the focus has been on establishing it as a weekend destination for residents across the UAE and GCC region.
“My main job is to drive brand awareness, create effective digital and traditional marketing campaigns, and ensure our message resonates with our target audience,” explains Nina. By utilizing a combination of innovative marketing techniques, strategic partnerships, and great content, Nina and her team have successfully elevated the resort’s profile and made it synonymous with luxury, relaxation, and unforgettable experiences.
One of Nina’s major achievements has been to cement the resort’s position as a preferred holiday destination, especially for UAE and GCC residents seeking tranquility and luxury. Through a carefully curated social media strategy, compelling PR campaigns and collaborative partnerships with influencers, Mövenpick Resort Al Marjan Island has become the place to visit, especially for weekend getaways.
Branding and positioning in the luxury hospitality industry requires a different and nuanced approach than other industries. Nina says, “In luxury hospitality, your brand isn’t just about your product or service, it’s about the entire experience you provide to your guests. It’s about creating an emotional connection and providing a level of personalized service that exceeds expectations.”
For Mövenpick Resort Al Marjan Island, branding and positioning is about establishing an identity that exudes elegance, exclusivity and relaxation. Nina carefully curates messaging to match the aspirations of the target market, stressing the importance of ensuring all communications reinforce the luxury and tranquility guests expect. This involves strategically combining visual beauty, storytelling and superior service standards to create a strong brand promise.
Nina’s previous experience in the media industry gives her a unique perspective on branding: while media branding focuses on content, engagement and immediacy, luxury hospitality branding is more proactive and experience-driven. “The main difference is the level of personalization and experience-focus of luxury hospitality branding, whereas media branding is less content-driven and fast-paced,” Nina points out.
Nina has landed many successful campaigns throughout her career, but one that really stands out was the co-branded event with Jo Malone CBE for the launch of Jo Loves branded fragrance in Oman. Held at the luxury adults-only resort, Shangri-La Al Husn, the event was a huge success. “The impact this campaign had on the brand was immeasurable – not only did it position Shangri-La Al Husn as a luxurious and exclusive resort, it also strengthened the brand’s association with a world-renowned luxury brand,” Nina recalls.
The event was a testament to the power of strategic partnerships and the importance of creating memorable immersive experiences in the luxury hospitality industry. The success of the campaign was reflected in extensive media coverage, positive feedback from guests and increased brand awareness among the target demographic.
In the hospitality industry, challenges and crises are inevitable, often testing both leadership and adaptability. One of the major challenges Nina faced was during the COVID-19 pandemic, which significantly impacted the hospitality industry. “Our leadership team quickly recognized the need for flexibility and collaboration. We made the strategic decision to initially focus on transit passengers and group bookings, then adapted our approach to fit the new reality,” Nina says.
The pandemic highlighted the importance of agility, clear communication and a customer-centric approach. Nina and her team pivoted from traditional messaging to develop a campaign that emphasized safety, flexibility and peace of mind, underscored strict hygiene protocols and promoted staycations and local experiences.
The first Maldivian leader to be named in the Hotelier Middle East Marketer Power List 2024, Nina focuses on fostering creativity and innovation within her team, creating an environment where her team members feel empowered, valued and inspired. “I encourage open collaboration, foster a growth mindset, inspire, give autonomy, recognise achievements and create a safe space for innovation,” explains Nina.
This approach has not only led to the development of innovative marketing strategies but also contributed to the overall success of Mövenpick Resort Al Marjan Island. Nina’s leadership style is characterised by a focus on fostering curiosity, collaboration and continuous learning, ensuring her team stays ahead of the curve and delivers unique and memorable experiences for her guests.
Outside of work, Nina is a fitness enthusiast and has been an important part of her life for over 20 years. Before moving to the Middle East, she worked as a fitness instructor in the Maldives, coaching clients part-time during and after tertiary studies. Fitness has instilled discipline, focus and energy in Nina, which has had a major impact on her professional life. “Fitness helps me stay focused and energized, which is crucial when managing the demands of a career in hospitality marketing and communications,” she says.
Balancing a busy work and personal life requires careful prioritization and time management, and Nina stresses the importance of setting clear boundaries, delegating work and taking personal time away from work to recharge and stay motivated.
Nina has some valuable advice for young women hoping to pursue a career in hospitality marketing and communications: “Be confident and curious and seize every opportunity. The industry is dynamic and requires both creativity and resilience, so be ready to continuously learn and adapt to new challenges. Build a strong network, seek out mentors and don’t be afraid to push your limits.”
