Berriane brings more than 10 years’ experience in marketing, communications and brand development across luxury hotels, hospitality and multinational Fortune 500 brands in the UAE and Africa.She began her career teaching marketing at universities whilst consulting in communications with five-star hotel & resorts in Morocco.
In 2014 she joined the marketing team of Emirates Palace Hotel in Abu Dhabi. Berriane was instrumental in the branding, launch and marketing of Emirates Palace Spa.
Most recently, she held the role of marketing director with a Dubai-based consultancy working across a portfolio of brands including Jumeirah, Emaar, Burj Al Arab and Kempinski.
Speaking about hiring her, Vincent Miccolis, Ascott’s regional GM for Middle East, Africa and Turkey, said: “We are delighted to welcome Sophia on board. As we continue to expand and edge ever closer to our regional goal of 5,000 units by 2020, it is imperative we strengthen our senior management team with creative and strategic thinkers.Berriane holds a bachelor’s in communication and an MBA from Al Akhawayn University in Morocco; a diploma in entrepreneurship from Kansai Gaidai University in Osaka, Japan; and a master’s in psychology from Harvard in the US.