Dynamic and result-oriented hotelier with over 20 years experience in the hospitality industry possessing a solid drive for top decision making responsibilities. Strong analytical and problem solving capability combined with solid understanding of financial plans and the ability to communicate to individuals at all levels of the organisation. In-depth knowledge of start up businesses providing strategic direction to a new division enabling sustainable growth by fully integrating talent across the organisation. Strategic thinker with well-developed business acumen and the ability to measure trends and evaluate the success of all business metrics. Vastly exposed to multi-cultural work environment with solid experience in sales, marketing, revenue, development and operations driving overall targets culminating in quantifiable financial results. Dedicated to continuous process improvement in the face of rapidly evolving markets and proactive in finding revenue driven initiatives and cost-effective solutions.

CEO Hospitality @ SKAI Holdings Limited, www.skaiholdings.com a boutique high-end real estate development and investment firm is building US$1.5bn worth of mixed-use developments in Dubai to be managed by Viceroy Hotel Group. Viceroy Dubai Palm Jumeirah with 477 guest rooms and 222 fully furnished signature Viceroy Residences will open in 2016 and Viceroy Dubai Jumeirah Village with 247 guest rooms and 254 Hotel Apartments will debut late 2017 www.viceroydubai.com • Providing operational leadership and direction to SKAI’s hospitality assets. • Managing relationship with hotel operator ensuring compliance with project milestones. • Responsible for technical services and operational support for all SKAI hospitality projects. • Asset management and performance optimisation for SKAI hospitality. • Conceptualised 15 new and exciting food and beverage outlets by collaborating with world-class interior designers, architects and consultants. From 2013 to Present (2 years) Group Chief Marketing Officer @ • Responsible for groupwide corporate marketing for Emaar Hospitality Group, Emaar Hotels & Resorts, Emaar Malls, Emaar Retail, Burj Khalifa, Emaar Properties and Emaar International. ‬‬‬‬‬‬‬‬ • Corporate steering committee member reporting to Chairman accountable for brand, marketing, communications, digital, publishing, sponsorships, partnerships, loyalty, events, corporate affairs. • Orchestrated immensely successful group wide integrated campaigns such as Emaar's 'Centre of Now' TVC media plan attracting 65 million visitors to Downtown Dubai in 2012. • Drove multi-million dollar corporate sponsorship deals for Burj Khalifa’s New Years Gala attracting 1.7 million visitors, telecast via 1,000 TV stations, streamed live to over 2 billion global viewers. • Established group-wide sponsorship media sales division integrating digital multi-media and static billboards in a fresh portfolio generating US$100 million new revenue stream for the company. • Directed company wide repositioning of decade old Emaar corporate brand transforming old identity, to reflect a truly refreshing, leading lifestyle brand incorporating the ‘Centre of Now’ positioning in the brand guidelines, logos, fonts, tone of voice etc. • Spearheaded creation of 'Dubai Inn’ (Rove) a new midscale brand for ‘affordably elegant’ hotels being developed in line with Emaar's Corporate Vision to diversify the hospitality portfolio offering. • Debuted Level 153 Burj Khalifa the highest private event venue in the world and The Burj Club a 50,000 sq ft health and fitness venue adjacent to Burj Khalifa. From 2011 to 2013 (2 years) Chief Sales and Marketing Officer @ • Accountable for corporate sales and marketing function leading Directors of Sales, Revenue, Finance, Development, Rooms, Food and Beverage, IT as well as General Managers to set commercial strategies, drive results and achieve cost efficiencies. • Provided division wide strategic leadership and direction to over 3,000 associates and a cluster team of 188 professionals including brand marketing, advertising, public relations, corporate communications, media relations, events, loyalty, eCommerce, social media, digital marketing, sponsorships, CRM, Emaar Gift Card, events, cluster sales, revenue distribution, central reservations and restaurant reservations. • Implemented the entire cluster sales set up and global distribution network for Emaar Hospitality Group including 12 luxury hotels, 5 residences, 60+ restaurants and lounges and 4 leisure clubs. • Set up 10 global sales offices in key source markets across USA, UK, Latin America, Germany, Italy, Russia, Saudi Arabia, India, China and Japan effectively managing company-wide GSO's. • Successfully set up a multi-lingual Central Reservations Office including own GDS code managing group's entire inventory and demand for 2,500 keys 24/7, generating US $ 300 million annual turnover in rooms and residences. • Established Emaar’s third hospitality brand and first upper upscale lifestyle brand Vida Hotels and Resorts an inspiring boutique urban hub. • Established branded websites and mobile apps for Theaddress.com, Armanihotels.com and Vida-hotels.com incorporating the booking engine generating 25% of rooms revenue electronically with social media integration driving overall web distribution and eMarketing strategies. • Launched At.mosphere Grill and Lounge Guinness Record holder of the world’s highest restaurant and lounge located at Level 122 (442 m / 1,450 feet high) in Burj Khalifa, tallest tower in the world. From 2010 to 2012 (2 years) Vice President Sales and Marketing @ • Created, positioned and launched The Address Hotels + Resorts, a young vibrant, five star lifestyle brand including all guest touch points and differentiators. • Drove research, naming, logo, identity, tagline, execution, activation of brand including opening of first flagship hotel The Address Downtown Dubai followed by 5 properties within 18 months. • Introduced brand-wide revolutionary, industry first innovative and convenient privilege of a 24-hour stay concept for guests booking club rooms and suites. • Established strategic relationships and nurtured global partnerships with key accounts in main feeder markets and emerging source markets globally for a newly introduced relatively unknown brand in a hugely competitive over supplied luxury market in the midst of a global financial crisis. • Hand picked, selected, recruited, trained and deployed all senior sales, marketing, events and revenue management team members for the pre-opening cluster team. • Achieved Revpar dominance and best new hotel accolade for first property The Address Downtown Dubai as best performing city hotel only 6 months after opening outperforming established brands. • Fully integrated The Palace Downtown Dubai within the ecosystem after taking over from underperforming Sofitel, Accor within 30 days of set up of cluster team. • Set up the rental pool concept, pricing and operation for 1,500 units in The Address Residences. • Created and search engine optimised brand website Theaddress.com from scratch incorporating a booking engine, generating 20% of revenues electronically in year one. • Orchestrated fully integrated 'multi-channel' brand campaigns including radio, digital, print, outdoor and direct mail to launch brand internationally, regionally and locally. • Deployed first group wide summer campaign in partnership with Emirates targeting First and Business Class passengers resulting in 40% higher Revpar over competitive set in a recessionary summer period. From 2008 to 2010 (2 years) Vice President Sales and Marketing @ • Led the creation, positioning and launch of Armani Hotels & Resorts a new benchmark in ultra luxury hospitality, pushing the accepted norms and frontiers in the industry. The collaboration with Giorgio Armani brings an innovative level of aesthetics to the hotel. • Worked with Mr Giorgio Armani and his team of senior executives in Milan on every aspect of the hotels design from restaurant menus and in-room amenities to service offering, marketing collateral, website, and opening event. The opportunity to engage with Mr Armani makes this a very unique experience. • Co-created the concept of Lifestyle Managers, redefining service standards, introduced for the first time ever in the hospitality industry. • Debuted Armani Hotel and Resorts as the first hotel in Virtuoso® preview the worlds ultimate luxury travel network program bringing an elite group of top travellers to the hotel. • Strategically deployed unconventional joint marketing to position and promote Armani hotels by tapping into targeted elite members of closed network groups such as private jets, billionaire club etc. • Launched Armani Hotel Dubai, the first hospitality project designed by Giorgio Armani, located in Burj Khalifa on Jan 4th, 2010 with 160 guest rooms and suites, 144 signature Armani residences and 10 dining venues offering guests an unprecedented choice of luxurious indulgence in an elegant setting. • Opened Armani Hotel Milano on 11/11/11 the 2nd hotel under the exclusive Armani Hotels collection with 95 keys situated in the prestigious via Manzoni 31, anchoring the world-famous couture district. • “The ‘Stay with Armani’ philosophy of Armani Hotels & Resorts has been overwhelmingly well received by guests, residents, communities, media and in particular our Armani Ambassadors. From 2008 to 2010 (2 years) Corporate Director of Sales and Marketing @ Emaar Hospitality Group’s portfolio of leisure assets valued at US$545 million in 2007 included the Montgomerie Golf Club www.themontgomerie.com Dubai Polo & Equestrian Club www.poloclubdubai.com Dubai Marina Yacht Club www.dubaimarinayachtclub.com Arabian Ranches Golf Club www.arabianranchesgolfdubai.com Hayya Health Clubs, and Lifestyle Dining restaurants www.emaar.com • One of the first executives to join the newly created division established the department from scratch on a white sheet of paper implementing SOP's, manuals, fact sheets laying the foundation for a subsidiary that in less than 3 years added 25% to the bottom line of the parent company. • Managed operations for Emaar’s leisure clubs including P&L responsibility for Dubai Polo & Equestrian Club, Hayya Health Club, and Dubai Marina Yacht Club overseeing 15 Food and Beverage outlets. • Member of corporate steering committee reporting directly to Chief Executive Officer responsible for company’s overall sales and marketing efforts for newly launched group. • Appointed the public relations, digital and creative agencies locally, regionally and in key feeder markets to establish the marketing platform for the newly formed business vertical. • Provided cost-effective in-house methods of communication, recruited and trained first graphic designer set up a centralized image library, leveraged cross-selling opportunities and synergies amongst the leisure clubs. • Devised seasonal campaigns for Summer, Ramadan and Festive to generate F&B bookings and drive membership sales supported by partnerships with Emirates, Audi, Visa all immensely successful. • Created the first centralized marketing database integrating Emaar's leisure clubs, serviced apartments and third party managed assets setting the blue print for the group loyalty program. From 2007 to 2008 (1 year) President @ • Founding member of Skal Dubai. • Youngest President in the history of Skal Dubai. • Repositioned the Skal Club by appealing to younger hospitality, tourism and airline executives. • Increased membership base by over 50% of active members during my tenure. • Secured leading industry speakers for monthly functions. • Submitted bid for Skal Dubai to host the 2010 World Congress and lobbied for it. • For the first time in the history of the club Skal Dubai Chapter participated with its own stand at Arabian Travel Market and other key industry trade shows representing the region. • Initiated Skal International Dubai twinning with Skal Los Angeles which resulted in huge exposure to the West Coast at a time when Emirates Airline was launching first direct flight from Dubai to the US West Cost and the tourism industry was tapping into the emerging long haul US market. • Embraced the Skal ethos 'networking and doing business amongst friends' in the region. From 2005 to 2008 (3 years) Director of Sales and Marketing @ • Responsible for sales, marketing, public relations, meetings, special events and revenue management for the first Ritz-Carlton flagship property in the GCC along with additional regional responsibilities for the Middle East hotels. • Recognised by Ritz-Carlton as best sales and marketing leader company wide in 2006. • Certified corporate sales and marketing trainer for Middle East delivered regional trainings. • Member of Hotel Guidance Team and Excom developed and implemented hotel-wide strategies to exceed top line revenue providing a return on investment to the ownership. • Orchestrated sales strategies to effectively manage various sales channels, utilizing on-property sales resources and leveraging all above property sales engines to deliver results. • Developed strategic account plans for demand generators post 9/11. Redeployed sales team against appropriate market segments and introduced first ever sales incentive plan for hotel. • Identified a new revenue stream for the hotel namely the expat wedding segment. Set up the event division from scratch creating collateral, processes and recruited a catering and conference services team. Generated US$ 1 million in events revenue in first year of operation. Also introduced the hotel to a bridal show which generated advance bookings. Developed strategies to grow market share in social events and successfully positioned the hotel as venue of choice for events. • Translated sales strategy into specific business actions and individual accountabilities achieving desired results by setting priorities and effectively managing through people and processes. • Hired, retained and developed a diverse, high- caliber team including launching a satellite office in Saudi Arabia that made a strong positive impact on the hotel results. • Won several accolades and awards for best hotel for service in GCC including Dubai Quality Gold Award and was recognized as leading leisure beach resort by Conde Nast Traveller UK. From 2002 to 2007 (5 years) Director of Sales @ • Responsible for managing sales for all international top accounts. • Established relationships with the Government, Embassies and Associations. • Developed and implemented marketing and sales strategies exceeding target revenues. • Analysed local markets and competitors seeking new business opportunities. • Assisted the Director of Sales and Marketing (DOSM) with marketing plans, budgets, recruitment, meetings, conference calls and daily tasks on a regular basis, deputizing for DOSM. • Received five star employee award and recognition for outstanding work performance. From 1999 to 2002 (3 years) Berlin Area, GermanyGroup Sales Manager @ • Responsible for driving outbound group business from a strategically very important German speaking market to over 50 Ritz-Carlton hotels globally. • Built solid relationship with potential group accounts, corporate accounts and travel agencies by telemarketing and sales calls to generate new leads. • Sent tailor made proposals and conducted frequent follow up calls to proactively close business. • Exceeded annual group sales budget and KPI by 15% won an all expense paid incentive trip to Barcelona for the 'Golden Circle', top performers of the company. From 1998 to 1999 (1 year) Frankfurt Am Main Area, GermanyFront Office Executive @ • Introduced a new scheduling system that significantly increased efficiency and productivity. • Improved Gallup engagement scores considerably by implementing the guest recognition program. • Created wow moments for guests by driving The Ritz-Carlton Gold standards through training and development and nurturing team work. From 1998 to 1999 (1 year) Greater Boston AreaManagement Trainee @ • Exposure in rooms division as front desk host, room assignor, operation control, support roles, room sales, billing and research as a part of the management trainee program. • Recognised by peers with “Partners in Excellence” & “Grand Quarterly Awards”. • Created a new database to track cashiers efficiency and improve front office operations. From 1997 to 1998 (1 year) Orlando, Florida AreaFood and Beverage Internship @ • Internship in food and beverage to broaden theoretical knowledge through on the job practical training. • Increased covers by 15% in summer by initiating and executing a telemarketing campaign targeting in-house guests. • Outstanding performance rating as a food and beverage intern based on quarterly results. From 1995 to 1996 (1 year)

International College Program, Rooms Division, Guest Relations, Sales, Top in class @ Disney University, Orlando, Florida From 1997 to 1998 Hotel Management, Major in Marketing, Hotel Management, Hotel Operations, 4.00 GPA @ International College of Hotel Management, Modul, Vienna, Austria From 1995 to 1997 German Language, German, A+ @ Universität Wien From 1994 to 1995 High School, Business Administration and Management, 86.4% Top Rank in Class in High School @ International School From 1988 to 1992 Amit Arora is skilled in: Hotels, Resorts, Hotel Management, Hospitality, Revenue Analysis, Hospitality Industry, Hospitality Management, Sales, Skilled media spokesperson, Leadership, Tourism, Marketing Strategy, Management, Event Management, Pre-opening