Tell us about yourself and what it is you currently do
I’m a strategic communicator with an operator’s backbone—someone who builds brands not just through storytelling, but through the discipline of delivery. Originally from Serbia and now rooted in Saudi Arabia, I’ve spent more than a decade shaping how luxury is expressed, experienced and remembered across fast-growing markets.
Today, I oversee PR and communications at Fairmont Riyadh. My work revolves around emotional clarity, commercial impact and long-term guest affinity. I lead high-visibility campaigns, influencer collaborations, content ecosystems and global media outreach—always ensuring that what we promise as a brand is exactly what we deliver. My goal is simple: keep the brand relevant, distinctive and deeply resonant in an increasingly competitive landscape.
How did you get started in luxury hospitality?
Like many who stay in hospitality, I didn’t choose it, it chose me. I started in F&B, which remains my creative and emotional anchor to this day. That’s where I learned the power of rhythm, precision, pressure and care. Watching my brother thrive in the industry inspired me to take it seriously. Those early shifts taught me to think on my feet, lead with intention and stay relentlessly guest focused. That foundation continues to shape how I work in branding and communication today.
What has been your biggest career success?
One of my biggest career successes has been helping reposition Fairmont Riyadh into a more lifestyle-led, emotionally intelligent and culturally attuned destination. Working closely with leadership, I focused on elevating our key touchpoints — the spa, F&B portfolio and rooms — refining the narrative and strengthening how guests experience the brand. The results came quickly: stronger visibility, healthier outlet performance and a refreshed, more aspirational perception among our core audiences.
What interesting projects have you been involved in?
I’ve been fortunate to work on projects where hospitality intersected with cultural transformation. From Saudi Arabia’s first Formula 1 to shaping the Jeddah Yacht Club experience with Sela, and launching large-scale catering operations across AlUla—including securing the opening of Maraya Concert Hall—each chapter demanded a blend of creative agility and operational precision.
During that period, I supported and helped lead several major activations through my previous company, partnering on projects for global names such as Dior, Dolce & Gabbana, Aramco, Richard Attias, Live Nation and others. I wasn’t part of an events agency—I contributed from within the organisation as these collaborations unfolded. These moments became far more than high-profile engagements; they evolved into defining chapters in Saudi’s emerging luxury narrative, each grounded in cultural fluency, elevated taste and seamless execution.
An early turning point for me was the pre-opening of Kizmet at Dubai Opera. I was involved from the ground up, shaping everything from operational systems to service philosophy. It taught me how to build a concept with soul—an experience that continues to influence how I approach creative strategy today.
At Fairmont Riyadh, that mindset has grown even stronger. Through integrated storytelling and guest-centric experience building, we’ve positioned the hotel as a brand with emotional depth, clarity and resonance in a highly competitive market. It’s the kind of work that keeps me deeply connected to the evolving narrative of luxury in the region
As a female leader, what is your mission?
To make space and create visibility for women in hospitality who lead differently. My mission is to show that leadership doesn’t have to fit an outdated mold. Emotional intelligence, cultural fluency and intuitive thinking are not soft skills, they’re strategic advantages.
I want women entering the industry to feel confident bringing their whole selves to the table. You don’t need to change your tone to be taken seriously. You don’t need to compromise your identity to earn respect. We’re not here just to participate, we’re here to shape the future of hospitality from the inside out.
What do you attribute your success to?
Two things, a strong internal compass and the people I’ve chosen to walk this path with. My husband, a respected hospitality leader himself, has been instrumental in how I lead. His clarity, care and commitment to developing people remind me daily that the best brands are built through trust and consistency.
Beyond that, my career across Dubai, Ibiza, Jeddah, AlUla and now Riyadh has pushed me to evolve at every stage. I’ve had to reinvent myself in each new market while staying grounded in my values. That balance, between ambition and authenticity, is what keeps me focused and resilient.
How have you developed your mindset as a female leader?
By being tested in real time. I’ve worked under many leadership styles, including those driven by ego, and those experiences gave me clarity about the kind of leader I want to be.
I believe in leading through presence, not pressure. I aim to build cultures where people feel safe, trusted and encouraged to grow. I’ve seen what psychological safety can do for performance, and I’ve committed to creating that space for every team I lead.
My mindset has also been shaped by leaders I admire, especially my husband, who leads with quiet authority and purpose.
How are you contributing to Saudi Vision 2030?
My work aligns directly with the Kingdom’s vision to become a global tourism and cultural destination. At Fairmont Riyadh, we’re not just selling rooms, we’re crafting experiences that blend global standards with local soul.
Through PR, strategic partnerships and brand positioning, I ensure the hotel is part of the cultural conversation in Riyadh. We support local creators, build loyalty among residents and business communities, and elevate hospitality into a space of emotional and cultural relevance.
I also see myself as a voice for the next generation, especially women entering this space. If I can show them there’s room to grow here without compromise, then I’ve done my part.
What is your leadership philosophy?
Empowerment through clarity. I believe people perform best when they understand the bigger picture and feel part of it. My job is not to control, it’s to align, communicate and create the right conditions for performance.
Whether mentoring junior talent or working with executive teams, I focus on coherence over hierarchy. I also believe deeply in cultural intelligence, understanding not just where someone comes from but what they value. This creates teams that are not only productive but purpose driven.
How do you see women shaping modern hospitality over the next decade?
Women are already shaping it, and the next decade will only expand their influence. From operations and wellness to design and digital strategy, women are bringing a new leadership language to the industry, one rooted in empathy, innovation and emotional precision.
The luxury space is moving away from perfection and toward presence. Guests want experiences that feel personal, intuitive and human. Women are fluent in creating these moments, designing not just service but atmosphere, not just aesthetics but connection.
How do you see the PR industry evolving in luxury hospitality?
PR is no longer about control, it’s about curation, collaboration and co-creation. Gen Z in particular demands transparency, relevance and identity led storytelling.
In luxury, polish is expected, but meaning is what creates distinction. The future of PR in hospitality lies in emotional strategy, cultural fluency and content that moves people. Brands that communicate through relevance and not just reach will build real loyalty.
What’s next for you and what legacy do you hope to leave?
I’m open to strategic roles where I can scale what I’ve built, whether with global lifestyle brands, culturally grounded hotel launches or ventures that need soul and story. I’m equally drawn to mentorship, advisory and leadership development.
If there’s a legacy I’d like to leave, it’s that I helped shape a new narrative for women in this industry. That I led with clarity and care. That I helped brands become more than places to stay but reasons to return.
Where can readers connect with you?
