SEMIHA ASKIN
Kingston Gorse,West Sussex
Summary
A strategic leader with expertise in ultra-luxury and lifestyle brand strategy, global commercial and revenue leadership, and brand creation and repositioning. Demonstrates a proven track record in engaging UHNW clientele and luxury consortia, while driving wellbeing, sustainability, and ESG initiatives. Skilled in PR, communications, and digital transformation, with a strong focus on executive team leadership. Committed to advancing brand excellence through innovative strategies that align with evolving market demands.
Overview
25
25
years of professional experience
Work history
Global Director of Sales & Marketing
JOALI Maldives & JOALI BEING
Maldives
12.2020 - 01.2026
- Executive ownership of global commercial and marketing strategy across Sales, Marketing, PR, Digital, Communications, and Revenue for two ultra-luxury brands
- Led the global launch of JOALI BEING, establishing a new benchmark in the ultra-luxury wellbeing category
- Re-positioned JOALI Maldives as a design-led, lifestyle-driven destination, significantly strengthening global brand equity and desirability
- Defined and executed integrated global marketing strategy, aligning brand storytelling, PR, digital, and distribution to drive revenue performance
- Delivered sustained multi-market revenue growth while doubling global brand visibility and engagement
- Oversaw high-impact global marketing investment and digital activation, optimising ROI across priority markets and platforms
- Strategic partner to ownership and investors, driving long-term brand value, profitability, and market positioning
- Led and aligned cross-functional international teams to deliver fully integrated commercial and marketing initiatives
- Spearheaded strategic luxury brand partnerships and collaborations with globally recognised names including Aquazzura, Ruinart, and Dubai Fix Chocolate, enhancing brand relevance, storytelling, and incremental revenue opportunities
- Achieved and maintained top-tier global recognition across luxury hospitality, wellbeing, sustainability, and lifestyle platforms
Director of Marketing
Four Seasons Hotel London at Tower Bridge
London
07.2018 - 12.2020
- Executive leadership of global marketing, sales, PR, and revenue optimisation across Rooms, Suites, Forty-one Residences, Private Members’ Club, F&B, and MICE
- Delivered record commercial performance across all key KPI's in a flagship luxury asset
- Elevated international brand presence through innovative digital strategy and high-impact global media partnerships
- Worked closely with ownership and Four Seasons regional and global offices to align brand, revenue, and operational objectives
Director, CRM & Events
Sanne Group (EMEA) – Financial Services
London
04.2017 - 07.2018
- Directed client relationship and engagement strategy across private equity, real estate, and capital markets divisions
- Built strategic partnerships with top-tier global intermediaries, significantly increasing pipeline value
- Oversaw delivery of 175+ senior-level international events, strengthening brand positioning and cross-border engagement
Director of Sales & Marketing
Taj 51 Buckingham Gate & St. James’ Court, A Taj Hotel
London
04.2011 - 04.2017
- Repositioned and rebranded two flagship London luxury hotels, strengthening market competitiveness
- Delivered sustained revenue growth in the U.S. market through luxury consortia and strategic partnerships
- Led high-profile launches including the Jaguar Suite
- Increased global visibility by over 100% through integrated PR, campaigns, and international outreach
Education
Fellow (FCIM) - Marketing
Chartered Institute of Marketing
Postgraduate Diploma - Digital Marketing
Institute of Data & Marketing (IDM)
Professional Certificate - Management
Open University
Abitur (A-Levels equivalent) - Maths, History, Art and Business
Annette von Droste Hulshoff Gymnasium
GermanySkills
- Ultra-Luxury & Lifestyle Brand Strategy
- Global Commercial & Revenue Leadership
- Brand Creation & Repositioning
- UHNW Clientele & Luxury Consortia
- Wellbeing, Sustainability & ESG
- PR, Communications & Digital Transformation
- Executive Team Leadership
Earlier Career
Senior commercial leadership roles with The May Fair Hotel, Radisson Edwardian Hotels, Universal Netlink (Europe expansion), Albatross Travel Group, and TV Travel Shop (Germany & UK). Early career achievements include opening European operations, recruiting and leading teams of 350+ staff, and delivering up to 200% year-on-year sales growth.
References
References available upon request.
Timeline
Global Director of Sales & Marketing
JOALI Maldives & JOALI BEING
12.2020 - 01.2026
Director of Marketing
Four Seasons Hotel London at Tower Bridge
07.2018 - 12.2020
Director, CRM & Events
Sanne Group (EMEA) – Financial Services
04.2017 - 07.2018
Director of Sales & Marketing
Taj 51 Buckingham Gate & St. James’ Court, A Taj Hotel
04.2011 - 04.2017
Postgraduate Diploma - Digital Marketing
Institute of Data & Marketing (IDM)
Professional Certificate - Management
Open University
Fellow (FCIM) - Marketing
Chartered Institute of Marketing
Abitur (A-Levels equivalent) - Maths, History, Art and Business
Annette von Droste Hulshoff Gymnasium