HINEMARIE LARKINS
STRATEGIC PLANNING, INSIGHTS AND PARTNERSHIPS
Khalifa City A,United Arab Emirates
Summary
A senior manager highly proficient in analyzing data and research to present insights, options and recommendations to support entities in their decision-making process. With the capacity to see the big picture and the hands-on sense of what it takes to make it happen, I am well versed in developing short and long-term strategies, policies and procedures, market research and analytics and product and business development having held senior positions in these areas across organizations in New Zealand and the UAE.
In my most recent roles, I have held various leadership positions in market research, analytics, business engagement and development and was appointed to lead, develop and implement several high stakes, commercially strategic projects including joint ventures with global travel trade organizations.
Overview
19
19
years of professional experience
6
6
years of post-secondary education
4
4
Certificates
Work History
Senior Strategy & Insights Consultant
Mojo Ink
Abu Dhabi, UAE
10.2021 - Current
- Delivered market research and strategy pack for mid-size Abu Dhabi government entity. Pack will be used in global and regional forums.
- Revised and updated the Corporate Communications Strategy for a large size Abu Dhabi government entity
- Provide onsite strategy and market insights support to a large size Abu Dhabi government entity
Head of Strategy and Tourism Partnerships
Etihad Airways
Abu Dhabi, UAE
01.2019 - 08.2021
- Developed 3-year departmental strategy, annual business planning and reporting, customer satisfaction surveying and insights, and inter-departmental process mapping
- Managed UAE tourism partnerships and key tourism government stakeholder relationships to align strategies, key initiatives (eg. Stopover Abu Dhabi) and global sales and marketing plans
- Secured global tourism partnership funding focused on joint consumer and trade marketing (approx. USD$4M p/a)
- Managed and led several key strategic projects including the establishment of Etihad Holidays UK with DNATA UK and proposed joint venture with FTI Touristic to increase global distribution of Etihad Holidays product
Head of Business Engagement
Etihad Airways
Abu Dhabi, UAE
02.2017 - 12.2018
- Under the direction of Etihad Airways CEO, seconded to small project team of specialists to design and implement the establishment of a new Enterprise Analytics Department within Etihad Airways.
- Twelve-week sprint focused on delivery of organizational design, function, processes, systems, transition of talent and internal engagement, change management and organization wide communication
- Following department set up, I was appointed to lead the Enterprise Analytics Business Engagement function (managing a team of five Senior Analytics Managers) focused on communication and translation of business insights, data and business intelligence back to departments within the airline to support strategic and organization change and decision making
Head of Tourism Development & Research
Etihad Airways
Abu Dhabi, UAE
10.2014 - 02.2017
- Managed all strategic partnership initiatives with Abu Dhabi tourism stakeholders including the Department of Culture and Tourism, Abu Dhabi Ports and Miral Asset Management
- Managed and delivered Etihad Aviation Group partner airlines tourism strategy
Market Intelligence Section Manager
Abu Dhabi Tourism & Culture Authority
Abu Dhabi, UAE
07.2011 - 10.2014
- Managed all market intelligence, research, data and statistical reporting
- Managed the development, delivery and reporting of core tourism research reports, including the first annual Global Brand Leisure Tracker and Destination Visitor Survey
- Delivered market intelligence and research reports focused on consumer segmentation and profiling, market performance evaluation & competitor analysis, product development, economic impact assessments, event and exhibition evaluations
Insights Manager
Tourism New Zealand
Auckland, New Zealand
01.2007 - 06.2011
- Managed a team of research and analytics professionals to deliver market intelligence, research, data and statistics focused on consumer segmentation, profiling, brand positioning, economic impact assessments & event evaluations
- Lead the design, development and delivery of a measurement framework to assess Tourism New Zealand's ROI on all marketing, public relations, international media, trade marketing and major event activities
Strategic Planning Manager
Tourism New Zealand
Wellington, New Zealand
12.2002 - 01.2007
- Managed, coordinated and drafted TNZ's key accountability documentation including the Statement of Intent, Purchase and Output Agreements and Corporate Business Plans
- Provided draft board reports, CEO correspondence and internal briefings to executive leadership and government ministers
- Prepared quarterly and annual reports on organization performance and KPIs
- Developed and negotiated funding proposals securing an additional NZD $45 million in funding for the organization
- Managed the global business planning process of the organization's 13 international offices
Education
Bachelor of Arts - Criminology, Social Policy & Education
Victoria University of Wellington
Wellington, New Zealand 02.1992 - 11.1994
Bachelor of Arts With First Class Honors - Criminology
Victoria University of Wellington
Wellington, New Zealand 02.1996 - 11.1998
Skills
Strategy Development & Implementation
Business Planning & Reporting
Market Research & Insights
Leadership
Team Management
Communication
Certification
Balance Scorecard Professional
Timeline
Senior Strategy & Insights Consultant
Mojo Ink
10.2021 - Current
Head of Strategy and Tourism Partnerships
Etihad Airways
01.2019 - 08.2021
Head of Business Engagement
Etihad Airways
02.2017 - 12.2018
Head of Tourism Development & Research
Etihad Airways
10.2014 - 02.2017
Market Intelligence Section Manager
Abu Dhabi Tourism & Culture Authority
07.2011 - 10.2014
Insights Manager
Tourism New Zealand
01.2007 - 06.2011
Strategic Planning Manager
Tourism New Zealand
12.2002 - 01.2007
Bachelor of Arts With First Class Honors - Criminology
Victoria University of Wellington
02.1996 - 11.1998
Bachelor of Arts - Criminology, Social Policy & Education
Victoria University of Wellington
02.1992 - 11.1994