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Genene Barraclough

@genenebarraclough

Brand and communications consultant in Dubai, shaping positioning and narratives for GCC and international markets.

As an independent Brand & Communications Consultant in Dubai, I support agencies and brands with market analysis, positioning and strategic messaging. I develop narratives and research-led marketing and communications strategies for GCC and international markets.

Previously, at JW Marriott Marquis Dubai, Marriott Harbour Hotel & Suites, Al Maha Resort and Le Meridien Al Aqah, I directed marketing and PR across four luxury properties. Integrated campaigns drove an 18% increase in F&B revenue, and I advised the Executive Committee on brand positioning and commercial priorities.

Experience

Work history, roles, and key accomplishments

Current

Independent Brand & Communications Consultant

Current

Freelance

Aug 2026 - Present (2 months)

Providing brand, marketing and communications support to agencies and brands, including market analysis, brand positioning, thought leadership, and integrated campaign planning.

Market Analysis Competitor Research Brand Positioning Strategic Messaging Narrative Development Thought Leadership Executive Communication Editorial Development Copywriting Integrated campaign planning PR Digital Social Content

Group Account Director, Destination Marketing & Real Estate

Burson Dubai

Mar 2026 - Aug 2026 (5 months)

Managed multiple client accounts across luxury real estate, destination marketing and tourism, providing senior counsel on communications, positioning and reputation. Developed PR and communications strategies and led media engagement and crisis communications.

Client Management Communications Strategy Media Relations Editorial Thought Leadership Events Crisis Communications Issues Management New Business Presentation Skills

Director of Strategic Communications & PR

Acorn Strategy

Aug 2024 - Mar 2026 (1 year 7 months)

Led strategic communications, marketing and brand positioning across multiple sectors, advising C-suite executives on corporate narrative and high-stakes communications. Developed internal communications strategies and directed strategic development from research to measurement.

Strategic Communications Brand Positioning Corporate Storytelling Messaging Frameworks Executive Communication Thought Leadership Internal Communications Employee Engagement Change Communications Stakeholder Communication Research Strategy Planning Measurement

Strategic Account Director, Brand and Creative Marketing

Acorn Strategy

Aug 2023 - Aug 2024 (1 year)

Managed senior client relationships and strategic direction across multi-market accounts, defining scopes of work, resourcing and pricing. Developed internal communications strategy for brand integration, winning Transform Awards MEA 2025.

Customer Relationship Management Strategic Direction Scoping Resourcing Pricing Profitability Utilisation Insight Led Strategy Internal Communications Brand Integration

Senior Marketing Strategist

Acorn Strategy

May 2022 - Aug 2023 (1 year 3 months)

Developed B2B and B2C marketing and communications strategies across UAE, GCC and Australia, adapting positioning and campaigns to different markets. Conducted market, audience and competitor analysis and used analytics to optimise campaigns.

B2B Marketing B2C Marketing Communications Strategy Market Analysis Audience Analysis Competitive Analysis Positioning Channel Plan Analytics Power BI Campaign Optimization ROI Growth Opportunities

Multi-Property Director of PR & Marketing

Marriott International

Jan 2020 - May 2022 (2 years 4 months)

Directed marketing and PR for four luxury properties, managing budgets and leading internal communications. Secured tier-one media coverage and launched campaigns that drove an 18% increase in F&B revenue and boosted occupancy.

Marketing Strategy PR Budget Management Digital Marketing Ecommerce Media Relations Partnerships Internal Communications Employee Engagement Brand Positioning Customer Engagement Thought Leadership Revenue Targets Marriott Bonvoy

Cluster Marketing Manager – Pre-Openings & F&B

Jumeirah Group

Feb 2018 - Jan 2020 (1 year 11 months)

Led marketing for the pre-opening of three hotels, developing go-to-market activity and delivering against pre-opening KPIs. Developed campaigns for new F&B concepts and contributed to the launch of The J Club brand.

Pre Opening Marketing Go To Market Campaign Development F&B Marketing Brand Awareness Digital Marketing PR GCC Market

Marketing Manager – Brand Loyalty & Partnerships

Jumeirah Group

May 2015 - Jan 2018 (2 years 8 months)

Key contributor to the rebrand and relaunch of the Jumeirah Sirius loyalty programme, increasing member engagement and revenue. Negotiated strategic brand and airline partnerships, delivering a 22% uplift in member acquisition.

Loyalty Programs Rebranding Member Engagement Strategic Partnerships CRM Email Marketing Customer Journey Mapping Drip Campaigns Retention Stakeholder Communication

Cluster Marketing & Communications Manager (2 Resorts)

Jumeirah Maldives

Apr 2014 - May 2015 (1 year 1 month)

Delivered digital and offline campaigns that increased direct bookings and social media engagement. Led the repositioning of both resorts' brand and marketing communications, contributing to increased RevPAR and occupancy.

Digital Marketing Offline Marketing Direct Bookings social media engagement Customer Acquisition Content Strategy Paid Advertising Media Relations FAM Trips Brand Repositioning RevPAR Occupancies

Assistant Marketing & Communications Manager

Jumeirah Beach Hotel

Oct 2012 - Apr 2014 (1 year 6 months)

Managed e-commerce and social media channels, increasing online bookings. Designed and implemented email marketing campaigns with open rates exceeding industry averages and managed brand audit processes.

Ecommerce Social Media Email Marketing Brand Audits Online Booking Campaign Management

Assistant PR Manager – Dubai Cluster

Jumeirah Group

Feb 2012 - Oct 2012 (8 months)

Led PR, media engagement and copywriting across the Dubai Cluster, covering nine Jumeirah hotels. Led PR strategy for the pre-opening of Jumeirah Creekside Hotel and managed press relations.

PR Media Engagement Copywriting Press Relations Pre Opening Brand Profile

Corporate Communications Executive

Jumeirah Group

Jul 2011 - Feb 2012 (7 months)

Supported corporate PR and communications for Jumeirah Group's portfolio of properties worldwide. Coordinated corporate PR campaigns, photo shoots, and editorial content for international audiences.

Corporate Communications Communication Skills Campaign Coordination Photo Shoots Editorial Content Agency Management Communications Planning