Katrina Dawson

• Led the development of innovative business strategies, identifying and seizing growth opportunities with Destinations / DMOs and key Tourism Associations on a global scale (Europe, MEA, Caribbean and LATAM).

• Successfully penetrated the DMO space, resulting in an additional annual revenue increase of over €6 million.

• Established, developed and maintained strong relationships with C-level stakeholders to bolster business reputation and credibility.

• Managed the customer sales cycle pre and post-sales with effective problem-solving skills, significantly contributing to customer engagement, satisfaction and retention.

• Formulated and implemented strategic sales plans, staying abreast of market trends, regulations, and competitive dynamics.

• Crafted and managed client contracts, skillfully negotiating favourable terms to drive revenue targets.

• Negotiated competitive pricing and contracts, driving business growth and profitability.

• Utilized a Value-Based Selling approach to optimize sales effectiveness.

• Nurtured strong client relationships through impactful presentations and negotiations, securing enduring partnerships.

• Collaborated with the board of directors to establish goals and provide decisive leadership in operational matters.

• Represented the company at industry events, enhancing client engagement and identifying new business prospects through networking.

• Coordinated sales activities by liaising with buyers, sellers, and legal teams to ensure seamless transactions.

• Ensured organizational compliance with relevant laws and regulations.

• Successfully created, built and launched the multi-attraction passes for Dubai remotely, in coordination with Senior Management, Pricing, Tech and Web teams (USA) - Achieved in 4 months
• Solely in charge of the Middle East region for the group
• Achieved +14% product growth into Abu Dhabi, contracting 40+ Attractions & Tourism Partners.
• Established successful relationships with national tourism boards (DTCM Dubai / DTC Abu Dhabi).
• Managed partner accounts, including reviewing commercial terms to increase sales and profit margins, optimization, operations, website content updates and customer experience. Increased annual pass profitability by +3%.
• Determined adapted strategy to identify, approach and convert new potential partners in line with local business culture, language and regulations, and regular in-market visits.
• Expand product and portfolio in emerging markets: researched and evaluated 120+new attractions & events in Berlin and Barcelona. Conversion rate: +15%
• Identified and managed additional strategic partnerships to increase product visibility and sponsorship opportunities (National Tourism Boards, Visitor Collection centres, Local Sales Points)
• Represented brand and networked at industry-related events (WTM, ITB, ATM etc.)
• Outsources and signed up Special Offers, Deals and Experiences with Merchants (ex. FMCG Retailers)

• Created annual strategic plan of action, events and budget allocation for 3 cities (Middle East: Dubai, Abu Dhabi, Muscat)
• Managed marketing and promotional collateral design, print and production with external agencies
• Identified and acquired advertisers for print & online material ($ 610K / year ROI)
• Generated weekly reportsto keep track of performance locally and regionally vs competition - Built relationships with key partners & government entities to improve product and customer journey (Tourism Boards, Road Authorities,Port Authorities, Airports, Shopping Centers etc.)
• Developed strategic alliances and joint promotional activities with key events and partners for stronger brand awareness and association locally and internationally (Music Festivals, Sports)
• Created new commercial packages for ex. Schools / Corporate / Sports Clubs (etc.)
• Increased Private Hires (18% increase YOY)
• Outsourced and contracted Special Offers & Deals with participating Retail Merchants & F&B Outlets at keycommercial locations to enhance product and customer loyalty (Big Bus Rewards Booklet)
• Planned and managed website content updates with E-commerce team
• Devised and implemented the digital marketing plan through PPC, SEO, affiliates, email marketing, social media and assess results
• Generated reports on customer profile, browsing and purchasing habits (surveys & analytics)
• Compiled competitive analysisreports & mystery shopping
• Assessed participation at exhibitions & events and managed concept & delivery (stand, branding etc.)
• Represented brand & product at industry-related events locally and internationally (ATM, WTM, ITB, SATTE, MITT etc.)
• Reviewed international marketing activities of similar attractions for benchmarking (market research & competitive analysis)
• Planned and managed promotional production (photo shoots, corporate videos; signage)
• Managed company's presence on review websites (ex. Trip Advisor, Trust Pilot) and travel blogs

Identified and managed 140 key accounts covering the education, travel & trade, and hospitality industries ($ 800K annual revenue); Created and implemented commercial offers & in-mall cross-promotional activities; Managed team of 5 sales executives, including recruiting, setting individual targets and reviewing sales performance; Increased recurring business revenues by +35% over 2 years.

• Liaised with clients regularly throughout planning stages to fulfil their requirements; Negotiated contracts with suppliers, securing beneficial terms for company; Oversaw team of volunteers during events, promoting efficiency and teamwork; Implemented post-event evaluation processes improving future performance; Collaborated closely with Event Manager to ensure flawless events.