Deena Baker

Lead the strategic curation and implementation of lifestyle management, establishing our position as a premier destination for lifestyle excellence. My role encompasses crafting comprehensive strategies for business growth, service excellence, and community engagement and activation across over 25 communities and several premium districts, ensuring both the cultivation of distinctive, lifestyle-centric experiences and the enhancement of customer satisfaction. I am responsible for innovating commercialization efforts, forging strategic partnerships, and elevating the resident experience through curated programs and unique experiences. I orchestrate the delivery of bespoke experiences across our assets and districts while also spearheading the marketing strategy for an expansive portfolio of 60+ communities. My focus not only ensures the cultivation of unique, lifestyle-oriented experiences that enhance resident satisfaction but also drives business continuity and brand visibility and appeal across a broader spectrum. I am responsible for managing a suite of services, to create personalized resident experiences and inclusive communities.

Hired to run a small division; developed a sustainable business model and plan that positioned department as a standalone revenue‑generating business unit operating through multiple divisions. Departments include:

• Community & Lifestyle | Strengthened lifestyle offerings in 15 + communities to engage, educate, entertain, and serve 45,000 + residents. Developed and executed an aggressive plan offering 270 + ongoing fitness/wellness classes; organized 100 + community onsite and online events with 100+ unique offers and discounts. Working closely with strategic partners to convert community spaces into revenue generating opportunities.
• Clubhouse Management | Responsible for managing amenities, operational requirements, customer experience, and all daily activities for 20+ residential, commercial and corporate clubhouses & gyms covering 300 + indoor and outdoor amenities, including but not limited to gyms, multi‑purpose courts, tennis courts, swimming pools, family lounge, and kids play area.
• E-Commerce | Introduced an e‑commerce marketplace app that allows residents to book everyday needs across 14 service lines, generating additional revenue. Supported in positioning the company as leaders in real estate & community management as well as digital & innovation solutions. Developed the business plan, strategy, P&L, financial projections, day‑to‑day operations, vendor & category management, internal & external KPIs/SLAs, training programs, digital requirements, process flows, UI/UX, creative marketing assets, and all aspects of the customer journey.
• Manpower Solutions | Provide staffing and operational support for retail, residential, and commercial assets; train and develop staff to provide the ultimate customer experience while enhancing and streamlining operations. Tasked with delivering a signature ambience for all assets. Collaboratively standardized SOPs, mapped the customer journey, and introduced digital initiatives to enhance that journey and streamline operations.
• Retail Marketing | Manage the P&L, budgeting, event planning, and retail events marketing performance reporting for three malls and two destination sites; orchestrate retail events, activations, sales, promotions, tenant engagement, gift card programs, and home delivery shopping programs. Align all deliverables and campaigns to KPIs that increase overall mall sales, footfall, retailer involvement, and retailer/customer satisfaction. Work closely with local stakeholders to ensure city wide activation and entertainment initiatives.
• Developed the overall department strategy that included a separate strategy, plan, and budget for each LOB; established P&P, audit processes, KPIs/SLAs, internal/external reporting, collections, and team performance standards.

• Tasked with developing engaging and attractive lifestyle programs that activate and transform communities, enrich the lives of their residents, and yield revenue and profitability gains. Drove operational and activation strategy for multiple departments (fitness, events, lifeguard operations, administration); managed program budgets, KPIʼs, client contracts, monthly reporting, teams and ongoing development plans.
• Introduced novel, profitable divisions to ensure a sustainable business model; formed strategies for and launched branded, sponsored activities ranging from food festivals to health & wellness events.
• Designed and pitched multiple proposals and feasibility studies for community leisure development projects with heavy financials and technical scope, including beach club operations and establishing the first permanent outdoor movie facility.
• Managed 100 + mid‑large scale events that engaged and activated communities, generated revenue, and secured sponsorships.
• Organized International World Rafting Championship (700+ international attendees); led a team of 100 on a fast‑track schedule. Completed in three months what normally takes a year to plan with limited budget; secured majority of additional funding through barter deals and sponsorships.

Launched a start‑up company with portfolio of primarily governmental clients; led education, sports, and community awareness projects of up to ~$500,000. Scope of duties included marketing/communication campaigns, media buying, event management, PR, social media, and video production. Implemented digital strategies based on industry trends; tracked and reported performance.

• Delivered 200% ROI; drove client retention, renewals, upsells, and client satisfaction.
• Identified key target clients; defined collaboration, networking, and business generation strategies.
• Broke the world record for Largest Jiu‑Jitsu class event (1,500+ students); organized UAE National Day Performance (entire choreography, music, uniforms for 15 + unique performances), in‑mall activations & pop ups, gala dinners, and 360 marketing campaigns

Added marketing consultancy, advertising, and event management components to expand company offerings from primarily film production. Worked on 10+ accounts/clients involving corporate branding, 360 media campaigns, digital campaigns, TVCs, corporate videos, and documentaries, events. Worked on many high‑profile campaigns for government, royalty, and high‑net‑worth individuals. Managed all aspects of client relationships, budgets, production schedules, and project deliverable.

• Generated annual revenue of 8 million AED

Created and implemented a three‑year marketing and communication strategy to launch Jiu‑Jitsu programs across Abu Dhabi schools. Key components included messaging, brand positioning, and marketing campaigns to drive long‑term interest and progression in the sport via extracurricular programs, interdepartmental & city‑wide events, and international events.

• Managed $1 million annual budget; negotiated annual media plans.
• Increased media reach and frequency while reducing spend by 25%, boosting awareness of core values and key messages entwined with the popularity of the sport.
• Transformed perception of Jiu‑Jitsu from a hostile sport into a vehicle for teaching core values, resulting in dramatic increase in participants to drive program success.