Mustafa Afifi

• • Played key role in managing 600 rooms full-service hotel with $25 M in annual revenue.
• • Conducted daily inspections to ensure hotel accommodations and grounds exceeded company's quality standards.
• • Spearheaded highly effective, targeted strategies across sales, revenue management, operations, and team building to achieve measurable.
• • Improvements. Worked with sales team to surpass topline revenue by 11% annually.
• • Held full accountability for defining all revenue / yield strategies, to include rate position and third-party distribution channel content.
• • Analyzed P&L statement and other key metrics to monitor progress towards goals. Led weekly team meetings and conceptualized strategies to remain on target. Administered operational and capital budgets; reported to senior management and owners.
• • Oversaw adherence with collective bargaining agreement.
• • Spearheaded sales and marketing as well as yield strategies for property which saw topline revenue growth by 9%. Implemented strategic cost containment measures to ensure appropriate staffing, product and inventory levels were maintained, which contributed to 11% GOP improvement.
• • Refined the F&B menus to incorporate more seasonal and local offerings to drive annual revenues an average of 5%.
• • Developed number of incentives, contests and recognition programs to successfully improve team member morale and engagement, which resulted in above average GSS results.
• • Adhered to ARTAL HOTEL GROUP brand standards by maintaining average Quality Assurance score of 89.6%.
• • Exercise appropriate cost controls to maximize profitability; property is currently forecasted to achieve 80% flow through figure versus 2020.
• • Maintain full responsibility for sales and marketing efforts of hotel in absence of Director of Sales; successfully attained agreements with two key group accounts which are valued at $900k.
• • Served as liaison between ownership and purchaser of hotel during asset disposition in 2020.Recognized as 2020 Rookie of the Year for driving highly successful pre-opening, opening, & ramp-up efforts.

• Fully responsible for all aspects of all departments.
• Support and work with all Head of Departments in all aspects of running this hotel.
• Ensure premises are in operative condition as per category of unit to receive & serve guests.
• Conduct regular operations team meeting with all HOD daily / weekly to discuss routine operational matters, sales targets, GSTS feedback / RSTS feedbacks and action taken for service recovery, and also any staff issues. Minutes of meeting to be sent to GM/RGM.
• Ensure SOP implementation in all departments and check same during routine operational checks. Consultant /GRM guidance to be taken wherever required.
• Monitor purchase / indent / requisitions of each department, accounts receivable (collection from debtors) and accounts payable (payable to vendors / suppliers etc).
• Randomly inspecting the stores (F & B / Kitchen) to check the stock in hand (quality, par stock levels, expiry etc) with the F & B Manager & Chef.
• Dealing with Suppliers / Vendors for quality products involving Purchase Manager and providing performance assessment of vendors every quarter to HO Purchase.
  Responsible for all aspects of hotel sales & Marketing program, in accordance with company standard to meet.

• Proactively partners with GM, COO and revenue manager to develop and deploy processes and tools that facilitate.

• Aligned and effective advertising , public relations and promotional programs.

• Analysis and understanding of the competitor’s strength and the weakness for each market segments.

• Monitor and develop team member performance to include, but not limited to, providing supervision and professional development, scheduling, conducting counseling and evaluations and delivering recognition and reward.

• interview and train team members.

• Manage pre-opening critical path and pre-opening, as needed.

• Participate in ownership meetings, as needed.

Reporting to respective General Managers with dotted line to Regional DOS MEA. Responsible for developing commercial strategy covering all segments and channels to maximize revenue and profit performance of 06 operated hotels Lead execution of commercial strategy through management of revenue management, sales, marketing and Public Relations teams and activity, and by working effectively with Hotels GM and area support and operations teams. Responsible in developing Sales goals and strategies in accordance with brand business strategy. Manage Cluster Sales team in execution of sales activities in accordance to Annual Sales Plan and Sales objectives to achieve Hotel budgets and maximize revenues of Hotels. Responsible for preparing, presenting and managing execution of annual Sales Plan. Design and implement continuous pro-active, selling strategy and action plan, which will drive optimization of hotel profits. Supervises preparations and definition of Sales plan and manual for department and participates in setting up marketing policies, procedures and objectives. Lead sales strategy meetings to provide input on weekly and overall sales strategy Maintains permanent ¬les for all corporate, group and travel trade accounts with strong room/night potential. Actively lead and participates in sales calls with members of Sales and Marketing team to acquire new business and/or close on business. Ensure image and identity brand standards are maintained. Oversee preparation and review of action plans/targets for sales team. Analyze and assess sales production versus targets and take necessary measures and actions to achieve planned goals/budget and departmental costs. Conduct periodic reviews to verify correctness of key account information. Review monthly and quarterly Sales reports detailing calls, results, follow-up and actions of team

Responsible for developing commercial strategy covering all segments and channels to maximize revenue and profit performance of operated hotel. Lead execution of commercial strategy through management of revenue management, sales, marketing and Public Relations teams and activity, and by working effectively with Hotels GM and area support and operations teams. Build and maintain a strong Business Development team focused on sales and revenue Structure and review financially sound and accurate Business Plan Research and produce Annual Revenue proposal, monitor throughout year, and update plan, as necessary Provide guidance for local marketing initiatives Schedule action plans to support revenue initiatives Develop and drive all hotel revenue opportunities. Monitor market trends, competitor activity, and economic influences Analyze and benchmark performance of competitors Maintain effective working relationships with all key suppliers Recruiting, manage, train and development of Business Development tea

Manage two properties at western region and cluster to Makkah property (Dar Al tawhid IC Hotel). Manage many departments at these properties such as Revenue Dept, reservation Dept, front Office Dept, Guest Relation Dept. Beneficial revenue generating relationships with Key Corporate accounts (GCC - Focus on KSA). Key Leisure accounts. (GCC - Focus on KSA& Other major international leisure destinations to support Makkah market) works closely with the General Managers of Makkah to determine appropriate sales strategies in all market segments towards maximizing the hotel revenues Creates lucrative sales targets and networks business relations to corporate client, like airlines, tourist offices, travel agents different book services etc Manages key accounts and oversees the accounts management in all activities for one special region Increased the profile of the company within the market through divert new accounts from Feeding Marketing with developing and managing the Corporate Branding, promotional strategy, marketing and communication plan that maintain the prestigious image of InterContinental Taif and Makkah IC Dar Al tawhid Developed Online Marketing that increase the Penetration of the Target Customer and Generate Leads that increased the company sales and brand market share

I joined Minhal Holiday Inn Riyadh as sales executive in charge of pharmaceutical companies and have managed to establish strong business relationship with decision makers enabling to secure good share of their business and look into new acquisitions to further improve overall pharmaceutical revenue in terms of accommodation and food & Beverage events , as the hotel management was satisfied of performance I was promoted to sales manager and added to responsibilities to handle more corporate accounts and travel agencies, those market segments have increased their production with us and supported by accommodating their guests with us , as having a monthly objective to divert accounts from the competition I was able to divert some key accounts from Marriott and Radisson , that are currently among best supporters, in March 2009 was promoted to Assistant Director of Sales and Marketing in charge to develop the GCC countries accounts from whom I managed to secure some new accounts mainly from UAE & Bahrain for the corporate segments and from Kuwait and Doha for the leisure segments mainly week ends and school holidays business , I was also involved into the re branding process from Minhal Holiday Inn to Crowne Plaza Riyadh Minhal, as having to launch new luxury product I had to develop new accounts with the right financial strength enabling me to drive the ADR and secure decision makers satisfaction, in current position I am replacing the Director of Sales & Marketing whenever he is in business trips or vacations I managed the sales team activities and run the sales department ,was member of committee to rebrand Crowne Plaza Minhal . Succeeded to prepare full business development plan to Launch a re- brand of H. Inn to high category brand of IHG center in Riyadh. - Worked on a complete strategic business plan of pre brand of property (Crowne Plaza brand) in Riyadh and it was first Crowne Plaza in Riyad