All-inclusive resort Rixos Bab Al Bahr has hired a new marketing manager. Lizan Gray joins from A Communications, with her role at Rixos marking her hospitality debut. Â
Prior to A Communications, she was a talent manager, and before that an editorial and events coordinator at Forbes Middle East. She has worked across Dubai, including as a copywriter for Cobone and assistant business developer for Restaurant Secrets.
Entering the world of hospitality for the very first time, Gray spoke about her journey to Rixos and her plans for the resort.
How did you end up in your latest role?
I’ve always had a keen interest in hospitality from a young age, with Hospitality Studies and Tourism as two of my main subjects in high school. It was a dream of mine to work on a cruise ship after finishing school; however, life had other ideas and took me in a different direction.
To some extent, I was bound to end up in the hospitality industry eventually. Throughout my career, I’ve always been involved with the sector in one form or another, usually managing hospitality clients.
Having worked with numerous ministries on international tourism projects, I had a fundamental understanding of the target audience. Being account manager for multiple hospitality accounts at A Communications, I began by serendipity at Rixos Bab Al Bahr and was the natural choice when the resort needed a stand-in marketing manager. Two weeks later, I was flattered and delighted to be offered the full-time role.
What has prepared you for the new job?
I have learnt key lessons in every position I have held throughout my career, which has always helped me in the next position. The role that probably shaped me the most was my first corporate position as Community Administrator at Consulta Research
Under the overarching leadership of Adré Schreuder and the direct leadership of Ingrid Vorster, the company laid the foundation for my work ethic. My time at Forbes Middle East, Curveball Events and Talent Management and A Communications were other key positions that had a significant impact on my career. In each of these positions, I had the opportunity to network with numerous influential people, was given a number of unique opportunities and was generally challenged both as a person and in my career.
Have there been any mentors in your career?
I have been fortunate to have several mentors throughout my career, most of whom have become close friends. The most significant mentors I can name are Karin Drane, Founder and CEO of Curveball Events & Talent Management; Alexandra Saikonen-Williams, founder and CEO of A Communications; Jason Saundalkar, editor of Middle East Consultant and Ehssan Abdallah, executive director of Adaptive Global. Each of these people has achieved great success in their career and I continue to learn from them.
What challenges are you expecting to face and what’s the plan to tackle them?
Something I’ve noticed since being account manager for Rixos Bab Al Bahr is numerous people don’t understand the concept and the product we are offering fully. Currently, I am working on a campaign to better highlight this to potential guests and create more brand awareness of the resort.
There are numerous stakeholders that I deal with and need to take into consideration. As with most things in life, keeping the numerous stakeholders satisfied is best achieved with clear communication and proactively suggesting new ideas and finding solutions to potential problems before they become just that – a problem.
Lastly, as any marketing team will know, stretching my marketing budget to get the maximum mileage out of it. I am actively looking for new opportunities, working to negotiate regional deals which all UAE-based Rixos hotels will benefit from and leveraging my existing network in a way which all parties will benefit from.
Tell us how a normal day will go for you…
As most hoteliers know, you can plan your day as well as you want, but there are always one or two surprises that pop up and upset everything.
A normal day for me starts with a coffee and some time to calmly prepare for the day. As soon as I arrive at the office, I have my second cup of coffee while I catch up on the local and international news, then check emails and have a quick look at media coverage and social media mentions. This is followed by meetings, first with my team to align on goals and priorities for the day, and then our daily management briefing. After the meetings are over, I prefer to implement everything which has come out of the meetings immediately
From here on it depends on the day and the priorities for the week. I prefer to use this time for focused work and to tick a few things off my to-do list. Around 1pm I usually have lunch at our all-day-dining Seven Heights restaurant, preferring to sit outside if the weather permits
After lunch, I receive numerous work deliverables from my team. I use this time to review the work and get the necessary internal approvals. In the afternoon, I spend time reviewing our marketing strategy, campaigns and goals to make sure we are on track and make the necessary changes. When time permits, I also use this time to walk through the hotel to review numerous marketing collateral and look for opportunities to support operations and improve the guest experience. Just before I end the day, I plan and prepare for the next day
When I get home, I prefer to go to the gym or go for a run to clear my head and relax. Afterwards, I cook dinner and do some reading.
Any advice to your fellow hoteliers?
Travel as much as you can. Travelling teaches you to be flexible and adapt to changing circumstances — something which is crucial in our industry. In addition, if you allow it to, it will push you out of your comfort zone, stretch you as a person and give you the opportunity to learn about yourself.
Traveling also gives you the opportunity to learn about different cultures, customs and traditions. If you understand someone’s culture, you will be able to better relate to them and ultimately serve them better.
What is your ultimate goal in hospitality?
I would like to open a guest house in the future that offers a unique experience from the first encounter. Something different and unique that people won’t easily find anywhere else.