Nathalie Salas

Owner of a dubai-based digital design and innovation consultancy. My vision is to help businesses large and small identify crucial problems and solve them by connecting services, products and people through digital innovation.

I’ve had the opportunity to design, build and launch services and experiences that define industries in banking, industrial B2B, consumer fashion retail, ecommerce and B2B design materials.

• Working with data and qualitative insight, through collaboration with frontline staff, managers and the public, to design solutions and strategic propositions
• Understanding and articulating clearly how services need to change from a user centred, system, and business perspective
• Mapping the service experiences of users and defining how organisations need to change what and how they deliver so it’s more effective
• Working closely with user researchers to define and communicate people’s needs
• Identifying how organisations can reduce cost of delivery and improve outcomes through re-design of user experience, business processes, and better collaboration across systems
• Setting future visions for products and services that inspire people and meet needs

I advised and supported clients with hospitality goals across the Middle East, Europe, and Asia.

Whether this was planning projects, customer segmentation, brand awareness or scoping locations for new hotel developments, I applied over 15 years of marketing expertise to deliver high-quality solutions that added real value to clients' businesses. Clients included Online hotel operators, hotels in in Europe and Asia.

• Conducted market research and reported on clients' competition.
• Led projects and analyzed data to identify opportunities for improvement.
• Tracked guest satisfaction surveys to recognize trends and create action plans for improving guest services.
• Developed campaigns and specific marketing strategies for hospitality clients.
• Studied demographic data to determine optimal targets, competitor offerings and tactics for persuasion.
• Identified appropriate marketing channels and target customers for campaigns.
• Mentored and guided executive team during business development decision-making to optimize profitability, marketing strategy and communications planning.
• Completed in-depth reviews of market conditions and customer preferences.
• Created documentation outlining research findings for use by project managers, customers and other marketing staff to make accurate decisions about future plans.

As Editor-in-Chief of Chic Collection, I was responsible for devising and executing its content strategy. To curate an exclusively created collection of truly chic hotels around the world, I coordinated a network of writers, set content and editorial guidelines and manage the entire editorial calendar for distribution across multiple digital and off-line channels.

• Utilized exceptional writing, editing and proofreading skills to produce engaging and error-free content.
• Played instrumental role in creative planning and review sessions, working with resourceful team to elevate quality of content and designs.
• Prepared weekly updates and reports to track growth and success rates of marketing campaigns.
• Assisted marketing coordinators and graphic designers with website copywriting and proofing.
• Designed and presented social media campaign ideas.
• Worked with HootSuite and Google Analytics to create information uniformity.
• Wrote interesting copy with eye for current trends and viral potential.
• Drafted weekly e-newsletters to subscribers and set up campaigns in MailChimp.
• Created unique and engaging content for range of social media platforms including Pinterest, FaceBook and Instagram.
• Maintained editorial calendar to keep content timely, relevant and engaging.

I founded an independent travel site to provide a handpicked selection of some of the ultimate boutique hotels from around the world. Aimed at the design-conscious and curious traveller, the site connected people with ideal locations sharing the untold stories behind the hotels.

Managing a number of specialist and experienced travel writers, I was able to create a valuable hospitality resource that included a collection of travel experiences for travellers looking to immerse themselves in the culture and experience of a place.

• Composed original written material for various types of publications and submitted for approval by supervisor, editor or publisher.
• Oversaw, trained and developed writers and associates, assistants and junior editors to optimize production and quality of work.
• Guided and motivated staff to achieve demanding targets under tight deadlines.
• Established editorial direction and publication policies and procedures and monitored and maintained functional consistency.
• Communicated directly with reporters to assess stories and improve quality of work.
• Determined readiness of written pieces, made changes and approved final versions for publication.
• Interviewed sources and developed relationships with hotel owners to obtain vital information for stories.

I performed multiple Senior Marketing & Communication roles for corporations that included JP Morgan, Societe Generale, Rasmala Investment Bank, Mashreq Bank, Qatar Finance & Busines Academy and Bahrain Financing Company.

• Increased market awareness and penetration through development of creative collateral.
• Coordinated teams of design and implementation professionals to manage all project objectives.
• Designed innovative branding and product strategies.
• Developed strategies to incorporate PR and media to further enhance brand and build market share.
• Continually maintained and improved company's reputation and positive image in markets served.
• Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.
• Enhanced profitability to achieve marketing objectives and drive productivity and growth from concept to implementation.
• Developed creative sales tools, including presentations, trend reports, kitted assets, and product data sheets.
• Aligned activities with corporate objectives by coordinating marketing, sales and IT processes.