SEMIHA ASKIN
Kingston Gorse,West Sussex
Summary
Accomplished International Luxury Hospitality Executive experienced in global commercial leadership and brand strategy. Achieved significant revenue growth and international expansion through the creation and repositioning of award-winning ultra-luxury hospitality brands. Focused on optimising profitability and maximising brand value by engaging UHNW clientele and developing high-performing international teams.
Overview
2
2
Languages
16
16
years of professional experience
Work History
Chief Marketing Officer (CMO)
Ora Hospitality
Dubai (Hybrid), United Arab Emirates
02.2026 - Current
- Spearhead portfolio-wide commercial, marketing and brand strategy, encompassing Sales, Marketing, PR, Digital, Revenue Management and Distribution, working closely with executive leadership, ownership, asset management and property teams.
- Lead the commercial and brand direction of Silversands Grand Anse and Silversands Beach House in Grenada, alongside the global launch of CLYO, the pre-opening of CLYO Mykonos and strategic planning for seven properties and branded Residences in the development pipeline.
- Oversee portfolio-wide commercial budgeting, revenue forecasting and strategic resource allocation, optimising marketing investment, distribution costs and commercial expenditure to drive revenue growth, profitability and return on investment (ROI) across existing properties and future developments.
- Accelerate commercial performance through strategic market development, luxury travel advisor and consortia partnerships, ultra-luxury villa sales, MICE, group business and high-value commercial collaborations.
- Drive brand creation, architecture and international positioning for CLYO, establishing a distinctive luxury hospitality identity through product differentiation, guest experience and targeted market strategies.
- Lead and align international cross-functional teams and external agency partners, optimising brand investment, digital performance, PR, distribution and commercial effectiveness to deliver measurable business outcomes.
Global Director of Sales & Marketing
JOALI Maldives & JOALI BEING
Maldives
12.2020 - 01.2026
- Led the successful global launch and strategic positioning of JOALI BEING, establishing a pioneering concept and new benchmark in the ultra-luxury wellbeing hospitality sector.
- Spearheaded the global commercial and marketing strategy across Sales, Marketing, PR, Digital, Communications and Revenue Management for two award-winning ultra-luxury island resorts.
- Drove revenue growth across key international markets through integrated commercial strategies and strategic distribution partnerships, enhancing market presence and luxury trade relationships.
- Repositioned JOALI Maldives as an art immersive and design-led luxury lifestyle destination, significantly elevating global brand equity, international visibility and desirability.
- Conceived and executed global brand collaborations with Aquazzura, Ruinart and Dubai Fix Chocolate, elevating brand relevance and expanding international exposure.
- Served as a strategic partner to ownership, leading international cross-functional teams and aligning commercial priorities, brand investment and long-term business objectives.
- Secured international recognition across luxury hospitality, wellbeing, sustainability, female empowerment, architecture and lifestyle, establishing both resorts as leaders in the global industry.
Director of Marketing
Four Seasons Hotel London at Tower Bridge
London
07.2018 - 12.2020
- Delivered strong commercial performance across key KPIs, strengthening revenue growth, market positioning and international brand visibility.
- Advanced global brand visibility, digital engagement and commercial performance in close collaboration with ownership, asset management and Four Seasons regional and global leadership teams.
- Spearheaded marketing, PR and commercial initiatives across rooms, suites, 41 private residences, private members' club, food & beverage, meetings and events, enhancing brand reputation and guest experience.
- Led high-profile culinary marketing and PR initiatives in collaboration with three-Michelin-starred chef Anne-Sophie Pic, elevating the hotel's gastronomic reputation and international luxury dining positioning.
- Developed lifestyle and design collaborations with Tom Parker Bowles for branded residences, elevating property's luxury identity and attracting high-net-worth clientele.
- Spearheaded philanthropic brand activation for Elephant Family, collaborating with the then Prince of Wales and the Duchess of Cornwall, linking luxury hospitality with conservation and royal patronage.
Director, CRM & Events
Sanne Group (EMEA) – Financial Services
London
04.2017 - 07.2018
- Led client relationship management and engagement strategies across private equity, real estate and capital markets, enhancing institutional client relationships and stakeholder engagement.
- Developed strategic partnerships with global intermediaries, expanding business development opportunities and enhancing client networks to drive pipeline growth.
- Directed planning and execution of 175+ high-profile international events, engaging senior executives, investors and industry leaders to elevate brand positioning and client engagement.
Director of Sales & Marketing
Taj 51 Buckingham Gate & St. James’ Court, A Taj Hotel
London
04.2011 - 04.2017
- Expanded US luxury consortia business through strategic partnerships, targeted sales initiatives, and high-value travel advisor relationships, contributing to significant international market growth.
- Increased global brand visibility by over 100% through integrated PR campaigns and strategic marketing initiatives, enhancing brand recognition in key international markets.
- Spearheaded the repositioning and rebranding of two flagship London luxury hotels, strengthening market positioning, brand identity and international competitiveness.
- Conceived and developed Jaguar Suite concept, collaborating with Jaguar Land Rover to transform creative vision into a distinctive luxury hospitality experience and high-profile brand partnership.
Education
Fellow (FCIM) - Marketing
Chartered Institute of Marketing
London, ENGPostgraduate 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
- Luxury brand strategy
- Brand development
- Commercial leadership
- Market development
- Partnerships development
- Luxury Hospitality Innovation
- Sales transformation
- Revenue management
- Financial planning
- Executive leadership
- Portfolio expansion
Languages
German, English, Turkish
First Language
Spanish
Beginner
A1
Accomplishments
SELECTED AWARDS & INDUSTRY RECOGNITION
Personal Recognition
- Best Serandipian Champion – Independent Hotels | Serandipians, 2022
- Luxury Travel Leader | Private Luxury Travel, 2022
JOALI Maldives & JOALI BEING
- Forbes Travel Guide Five-Star Awards – Both resorts, 2023–2025
- No. 1 Resort in Asia & No. 7 Hotel Worldwide – Travel + Leisure, 2025
- No. 1 Resort in the Indian Ocean – Condé Nast Traveler, 2025
- Two MICHELIN Keys – JOALI BEING; One MICHELIN Key – JOALI Maldives, 2025
- No. 10 Destination Spa Resort Worldwide – Condé Nast Traveler, 2025
- Indian Ocean's Best Wellness Retreat – World Spa Awards, 2024
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
Chief Marketing Officer (CMO)
Ora Hospitality
02.2026 - Current
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
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