Summary
Overview
Work History
Education
Skills
LANGUAGES
KEY ACHIEVEMENTS
Timeline
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Shirin Ashraf

Shirin Ashraf

Ras al-Khaimah,RK

Summary

Dynamic sales professional with over 9 years of expertise in event management and wedding sales, recognized for exceptional skills in contract negotiations and client relationship management. Proven ability to manage weddings ranging from intimate gatherings of 100 guests to grand celebrations of 4,200 guests, ensuring seamless execution and client satisfaction. Achievements include a 30% increase in MICE bookings through innovative marketing strategies, significantly contributing to overall hotel objectives. Specialized in hotel pre-opening processes, system setup, and key account management, driving operational excellence and revenue growth.

Overview

11
11
years of professional experience

Work History

Manager Events

Dubai World Trade Center
04.2025 - Current
  • Successfully planned and executed high-profile weddings and events at Dubai World Trade Center, ensuring seamless coordination of all aspects of outside catering services.
  • Managed relationships with multiple external catering vendors to deliver customized menus that met client preferences and cultural requirements.
  • Oversaw logistics and on-site management for outside catering setups, ensuring timely delivery, food safety, and exceptional presentation standards.
  • Coordinated between clients, caterers, venue staff, and suppliers to guarantee smooth event flow and adherence to client specifications and timelines.
  • Led a dedicated team of event coordinators and catering staff to ensure excellent customer service and client satisfaction.

Sales Manager MICE

Anantara Mina Al Arab Resort
11.2024 - Current
  • Improved client satisfaction scores by 15%, enhancing repeat business.
  • Boosted Indian wedding buy outs by 4% by implementing a personalized sales approach.
  • Achieved a 30% increase in MICE bookings by launching targeted marketing campaigns.

Event Sales Manager

Mövenpick Resort Al Marjan Island
05.2022 - 11.2024
  • Managed the hotel's social segment mainly for Indian weddings and local weddings.
  • Strategized and implemented hotel promotions-related initiatives for corporate events, international conferences and weddings.
  • Promoted the hotel in Wedding fairs and showcases the hotel at roadshows.
  • Contributed to hotel budget by converting 42 weddings in 2024.
  • Achieved a 30% increase in MICE bookings by launching targeted marketing campaigns.
  • Contributed 2.1 million in 2023 and 2.8 million in 2024 from weddings to food and beverage department.
  • Managed portfolio of 50 corporate clients, coordinating over 200 events annually.

Sales Manager Groups and MICE

Intercontinental Ras Al Khaimah Mina Al Arab Resort and Spa
11.2021 - 04.2022
  • Key role in closing business on the books worth AED 1.8 million in 4 months for MICE.
  • Administered CVENT, Meeting Broker, and Weddings online, and online portals for inquiries.
  • Conducted wedding site inspections for top Indian and International wedding planners.
  • Catered to the hotel's first buy out wedding in 2022 for over 300 guests for 3 nights.

Senior Events Sales Manager

Grand Hyatt Kochi Bolgatty
07.2017 - 11.2021
  • Established the strategies to achieve hotel budgets with a clear understanding of the hotel's group goals and brand values.
  • Conducted Famtrips for weddings planners with local Kerala experience and promoting the destination.
  • Achieved individual target of AED 9 million for weddings, and overall responsibility for achieving property targets.
  • Experienced in handling events from 50 to 4200 guests, with outstanding client feedback and repeat clients.
  • Awarded the 2019 Elite Performers for sales across EAME/SWA.
  • Served as a pre-opening team member for Grand Hyatt Kochi, and Hyatt Regency Thrissur.
  • Spearheaded the hotel's wedding segment for Domestic and International weddings.
  • Joined as Events Sales Manager, promoted to Senior Events Manager in 2 years.

Event Coordinator

High Dreams Event Management
11.2014 - 04.2017

Education

Masters of Commerce -

Stella Maris College
04.2013

Bachelors of Commerce - undefined

Stella Maris College
04.2011

Skills

  • Budgeting
  • Event Handling
  • Wedding planning
  • Account Management
  • Team leadership

LANGUAGES

English - Proficient
Hindi - Native
Malayalam - Native

KEY ACHIEVEMENTS

  • Client Satisfaction Boost: Increased client satisfaction by 15% leading to higher repeat business and loyalty.
  • Revenue Contribution: Contributed 9 Million AED to hotel budget in 2019 food and beverage revenue from weddings.
  • Bookings Increase: Boosted MICE bookings by 30% with new targeted marketing strategies.
  • Weddings in 2024: Closed and handled 42 weddings in 2024 with exceptional guest service.

Timeline

Manager Events

Dubai World Trade Center
04.2025 - Current

Sales Manager MICE

Anantara Mina Al Arab Resort
11.2024 - Current

Event Sales Manager

Mövenpick Resort Al Marjan Island
05.2022 - 11.2024

Sales Manager Groups and MICE

Intercontinental Ras Al Khaimah Mina Al Arab Resort and Spa
11.2021 - 04.2022

Senior Events Sales Manager

Grand Hyatt Kochi Bolgatty
07.2017 - 11.2021

Event Coordinator

High Dreams Event Management
11.2014 - 04.2017

Bachelors of Commerce - undefined

Stella Maris College

Masters of Commerce -

Stella Maris College

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Shirin Ashraf