Sangeeta Dhanak Sinha
Dubai
Summary
Dynamic and strategic business professional with a proven track record in leading B2B energy trade exhibitions. As a Commercial and Strategic Lead for Middle East & Africa, I bring extensive expertise in stakeholder management, project execution, and team leadership. Recognized for driving impactful communication strategies that transcend conventional approaches, I am committed to establishing a robust regional presence and fostering collaborative relationships. My experience and results-oriented approach position me as a valuable asset for steering successful initiatives in the energy sector.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Senior Commercial Lead
Dmg Events - Egypt Energy Show
11.2018 - Current
- Developed and executed comprehensive business strategies, including sales and marketing plans, for The Egypt Energy Show to maximize exposure and revenue. Successfully targeted global attendance from NOCs, IOCs, and Service Providers.
- The EGYPES exhibition experienced substantial growth, increasing from 4 million to 9.4 million in just three editions. I strategically recruited and hired top-level talent to enhance the value and expertise within the sales department.
- Excelled in upselling and account management of key clients such as Apache, bp, ENI, Shell, Mubadala Energy, Baker Hughes, SLB while also acquiring new business. Additionally, I managed the agent network, stakeholder relationships and trade associations.
- My role involved active participation in shows, conventions, and other meetings, with a primary focus on expanding market opportunities. Additionally, I oversaw the preparation and management of event budgets, consistently delivering at or below projected costs.
Event Lead
dmg events (The Hotel Show)
03.2017 - 10.2018
- Developed and implemented sales and marketing strategy plan for The Hotel Show alongside Marketing and PR to maximize revenue and visitor attendance
- Conceptualized and executed first ever Middle East Housekeepers League of Champions in association with UAE Professional Housekeepers Association. This challenge increased sponsorship revenue by 17% and added to overall visitor attendance by 11%
- Programmed Middle East Leadership Forum alongside content head. Welcomed 50 GM's as speakers over the course of 3 days
- Developed and account managed key clients, appointed and managed agent network and associations.
- Ensuring billing is done and debtors are collected in accordance with contract and in full prior to the show.
- Carried out performance appraisals and conducted career development plan for the direct team as per HR requirements.
- Effectively managing costs in order to achieve budget contribution.
Head of Sales
Dmg Events (The Hotel Show)
02.2016 - 02.2017
- Developed and implement sales strategy for the FY.
- Improved and grow the overall revenue streams of the Hotel show through the direct sales team who sell exhibition space and sponsorship and agent network. Set monthly, yearly sales targets for the sales team.
- Consistently met revenue targets with team, achieving commendations for 5 consecutive months
- Personally achieving $1,24 mil on direct space revenues and MEHA sponsorship.
- Managed the sales budget and costs. Spearheaded weekly correspondence between the Marketing to ensure generation of leads and to proposition the show competitively in the market.
Sales Manager
Dmg Events (The Hotel Show)
05.2012 - 01.2016
- Responsible to drive revenue through exhibition stand, sponsorship sales, coaching, communicating and managing the direct sales team and ensure outstanding customer service to our exhibitors and sponsors
- Executed the first rebooking campaign with support guidance from the Event Director for The Hotel Show (2014) and successfully rebooked just over a million
- Over achieved show budget by $1 mil for The Hotel Show 2013
Sales Executive / Project Coordinator
Orange Fairs & Events, Arabian Concepts
11.2007 - 04.2012
Education
BBA -
American College of Dubai
Skills
- Project Management
- Cross-functional teams leadership
- Budget development
- Strategic account development
- Project Planning
- Written Communication
- Analytical and Critical Thinking
Additional Information
- HONOR AWARDS , Dmg President's Award (01/2014)
- Dmg People's Choice Award (01/2012)
Accomplishments
- Planned and executed the 1st rebooking campaign for EGYPS (2019). Successfully rebooked $1.1 million, 2 million for
EGYPS 2020 and 2.4 million for EGYPS 2023 (02/2019 – Present) - Project managed EGYPS petroleum club which hosted the Ministry of Petroleum and several other Global CEO's.
- Conceptualized, executed the first ever Middle East Housekeepers League of Champions in association with UAE
Professional Housekeepers Association. (09/2018) - The Middle East Housekeepers League of Champions was shortlisted for Innovation Award at AEO Excellence Awards
2018 (05/2018)
Certification
Supervisory Management skills by Spearhead Training
Salesforce Lightening Superuser
Languages
English
Bilingual or Proficient (C2)
Arabic
Beginner (A1)
Hindi
Bilingual or Proficient (C2)
Timeline
Senior Commercial Lead
Dmg Events - Egypt Energy Show
11.2018 - Current
Event Lead
dmg events (The Hotel Show)
03.2017 - 10.2018
Head of Sales
Dmg Events (The Hotel Show)
02.2016 - 02.2017
Sales Manager
Dmg Events (The Hotel Show)
05.2012 - 01.2016
Sales Executive / Project Coordinator
Orange Fairs & Events, Arabian Concepts
11.2007 - 04.2012
BBA -
American College of Dubai
Supervisory Management skills by Spearhead Training
Salesforce Lightening Superuser
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