Sophia Berriane, MBA

Sophia Berriane, MBA

Marketing Head at 2-xii Consultancy
Lives in Dubai, United Arab Emirates
over 6 months ago

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Results-oriented, versatile professional with 7+ years’ progressive marketing and communications experience in highly competitive markets. Particular expertise in the luxury hospitality sector. Career portfolio comprised of various multinational Fortune 500 brands; working with entities directly and through top-notch agencies. Repeated success devising and executing progressive strategies to deliver substantial improvements in brand awareness, increases in sales, and enhanced consumer engagement. Experience directly interacting with costumers to assess and address their unique marketing and communication needs with a quantifiable track record delivering customized, transformative measures that consistently meet / exceed brands’ expectations.

Areas of Expertise:
• Strategy Development & Execution
• Traditional & Digital Marketing
• Go-to-Market Planning & Management
• Program & Project Management
• Contracts Development & Negotiation
• Budget Development & Implementation
• Social Media Management
• Competitive Intelligence
• Client Relationship Management
• Transformational Leadership


  • Marketing Head

    2-xii Consultancy - Dubai, United Arab Emirates

    Sales & Marketing
    January 2017 - Now · 1 year and 11 months

    Combined business acumen and marketing expertise to found this forward-thinking organization dedicated to providing proactive service marketing strategies for luxury hospitality brands. Foster and cultivate open and collaborative lines of communication with clients to assess and address their needs. Utilize findings to conceptualize, recommend, and execute innovative brand / campaign strategies to enable hotels to meet their goals. Serve in multifaceted leadership roles revolving around hospitality client relationship management, digital account management, strategy development and execution, and brand management. Develop and lead a high-caliber, multinational team of 6 luxury professionals in daily operations. Steer the planning and management of both traditional and digital service marketing efforts. Work across a diverse portfolio of luxury hotel, Food & Beverage (F&B), and Fast-Moving Consumer Goods (FMCG) brands.

  • Executive Marketing SME

    Emirates Palace - Abu Dhabi, United Arab Emirates

    Sales & Marketing
    August 2014 - February 2017 · 2 years and 7 months

    Functioned as a traditional and digital marketing Subject Matter Expert (SME) to steer overall strategy development efforts for the luxury 5-star hotel chain. Initially hired to revitalize all 14 F&B and leisure brands associated with the organization. Orchestrated cross-functional efforts in daily operations from finance and execution, to digital implementation, IT marketing technology management and integrated marketing approach. Performed thorough competitive intelligence to determine most effective strategies to drive brand awareness. Defined and implemented robust traditional and digital communication strategies aligned with current best practices. Prospected and secured substantial funding from major corporate partners for media ads, F&B events, and tradeshows. Key brands included Emirates Palace Hotel, Mall of the Emirates, Emirates Palace Spa, Beach Club, Hakkasan, and Art Marine.

  • Marketing Manager Consultant

    Michlifen Resort & Golf Hotel - Ifran, Morocco

    Sales & Marketing
    February 2011 - February 2014 · 3 years and 1 month

    Functioned as an extension to the Marketing & Sales Department to steer overall branding and marketing efforts for the exclusive 5-star chalet hotel. Conducted thorough competitive intelligence to steer effective strategy development efforts. Managed full project life cycle of numerous highly impactful yearly marketing campaigns. Provided creative direction on the development of dynamic and engaging print and digital marketing collateral.


  • MBA

    Al Akhawayn University - Ifran, Morocco

    August 2012 - May 2014

    MBA Thesis in ‘Marketing to the Arab World’ • Catholic University Eichstatt-Ingolstadt & Al Akhawayn University

  • Business Entrepreneurship

    Kansai Gaidai University - Osaka, Japan

    June 2009 - July 2010

    Diploma in Entrepreneurship • Kansai Gaidai University

  • Bachelor of Communication, Media and Marketing

    Al Akhawayn University - Ifran, Morocco

    August 2007 - May 2012

    Bachelor in Marketing & Communication • Al Akhawayn University


  • Arabic
    Native or fluent
  • English
    Native or fluent
  • French
    Native or fluent


  • Analytics
  • b2b/b2c sales
  • Brand Development
  • Budgeting
  • business strategies
  • Digital marketing
  • Entrepreneurship
  • Key Account Management
  • Leadership
  • Lead Generation
  • Negotiation
  • Sales and Marketing
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