NEOM: Public Art Procurement & Advisory Strategy

Project Type:
A citywide public art commissioning and governance framework for NEOM, part of Saudi Arabia’s $500B megacity initiative.

Overview:
Developed the strategic systems guiding artist selection, procurement, and cultural governance for one of the world’s most ambitious urban developments.

As a consultant for NEOM, I was responsible for developing the procurement and commissioning framework for public art and cultural infrastructure across the region’s expansive masterplan. I created a dual-path strategy that allowed for both single-tender and competitive processes, offering flexibility based on project scale, curatorial goals, and strategic visibility. The framework was aligned with the RIBA Plan of Work as well as U.S. architectural standards, ensuring compatibility with international firms while meeting NEOM’s internal governance requirements. My aim was to design a system that was both visionary and practical, one that could scale effectively and position NEOM as a leading global cultural destination.Alongside this, I developed the strategy for NEOM’s Cultural Advisory Board, outlining its governance structure, defining member composition, and establishing a clear process for its involvement in curatorial, technical, and policy decision-making. I ensured that the board held meaningful influence, extending beyond artist selection into areas such as feasibility assessments, ethical considerations, and long-term stewardship. I also advised on how the board could collaborate with NEOM’s legal, planning, and executive teams, embedding cultural leadership into the organization’s core development framework. This work required a balance of creative understanding and operational clarity, bridging artistic vision with institutional strategy. The systems I established continue to support NEOM’s ability to scale its public art program with transparency, accountability, and cultural integrity. By integrating creative direction with legal, financial, and urban development protocols, I helped lay the groundwork for a commissioning process that attracts exceptional talent while protecting curatorial values. This model remains a guiding structure for how culture is embedded across NEOM’s landscape, ensuring that artists, architects, and collaborators are supported by a robust and future-focused infrastructure.

New Murabba: Cultural Procurement & Commissioning Strategy

Project Type:
A large-scale cultural infrastructure and public art commissioning framework for Riyadh’s next-generation downtown district, part of Saudi Arabia’s Vision 2030 initiative.

Overview:
Created the strategic roadmap for artist procurement, commissioning pathways, and cultural governance within New Murabba, ensuring the integration of public art into the urban planning and development lifecycle.

At New Murabba, I was responsible for designing a comprehensive procurement and commissioning strategy for the district’s public art program. I developed a dual-path approach that supported both single-tender and competitive proposals, tailored to project scale, curatorial ambition, and budget requirements. This framework was aligned with both RIBA stages and U.S. architectural protocols to ensure international adaptability while maintaining compliance with regional planning structures. My goal was to deliver a strategy that was culturally meaningful, operationally scalable, and structurally aligned with long-term urban development objectives.

In addition to the commissioning model, I proposed the formation of an independent Cultural Advisory Board and defined its governance structure, selection methodology, and integration within the broader approval process. The board’s remit extended beyond artist selection to include oversight of feasibility, ethics, stakeholder engagement, and curatorial coherence. I worked across disciplines—urban planning, legal, and executive leadership—to embed cultural thinking into every stage of the development’s decision-making process. This work required translating creative intent into actionable policy, ensuring artistic excellence was embedded from vision to implementation.

The strategy I delivered helped position New Murabba as a global cultural destination with a clear and accountable commissioning framework. By formalizing the relationship between curatorial ambition and governance, the model supports transparent artist selection, encourages international collaboration, and protects the cultural integrity of the project as it evolves. It now serves as the foundation for embedding art and cultural infrastructure into one of the most high-profile urban developments in the Middle East.

Ace Hotel Group: Global Hospitality Marketing & Strategy

Project Type:
A multi-market brand and marketing strategy spanning culinary, beverage, lifestyle, placemaking, and cultural programming across Ace Hotel properties in North America, Europe, and Asia.



Overview:
Led global marketing and brand strategy for Ace Hotel’s hospitality portfolio, delivering record-breaking results through integrated campaigns, placemaking initiatives, strategic partnerships, and full-spectrum hospitality marketing across restaurants, bars, cafes, and programming.


At Ace Hotel, I led the global marketing strategy across the brand’s hospitality offerings with a focus on food and beverage, while also driving cross-functional creative direction for restaurants, cocktail bars, CPG initiatives, and branded guest experiences. My work extended across North America, Europe, and Asia, overseeing integrated campaigns, partnerships, paid media, and cultural activations that positioned Ace as a leader in experiential hospitality. I collaborated closely with property teams, chefs, beverage leads, and creative studios to ensure each offering was brought to market with a compelling, cohesive voice rooted in place and cultural context.

I was proud to oversee several high-impact brand partnerships and culinary moments, including the NOMA Kyoto residency, one of the most prestigious and high-profile global restaurant collaborations in recent years, the St. John pop-up at Ace Hotel Brooklyn, Restaurant Pearl Morissette in Toronto which was ranked the best in Canada in the 2025 top 100 restaurants list, the Stumptown Coffee partnership, which expanded across multiple markets and included CPG retail integration, lobby cafe experiences, and co-branded campaigns.These initiatives weren’t just marketing milestones—they were cultural statements that elevated brand equity and guest engagement while directly supporting sales and long-term visibility.


During my tenure, we achieved the highest food and beverage revenue month in Ace Hotel history, driven by performance marketing, property-specific campaign support, and ongoing refinement of our culinary messaging strategy. I helped evolve Ace’s hospitality identity beyond traditional F&B, shaping how bars, restaurants, and in-room dining intersect with lifestyle, design, and community. From menu rollouts and new concept development to launching bar programs and branded partnerships, I guided the creative and marketing direction at every stage, ensuring consistency, relevance, and emotional impact across digital, print, and on-site channels.



This work reflects a central theme in my broader career: using marketing as a cultural engine to elevate hospitality experiences, grow revenue, and build deeply resonant brand identities. It also underscores my ability to lead at the intersection of strategy and storytelling, transforming individual offerings into larger movements that resonate across cities, audiences, and industries.

NEOM - Trojena: Public Art Curatorial Direction

Project Type:
Curatorial strategy and large-scale public art commission for the lake district of Trojena, a central destination within NEOM’s mountain tourism zone.

Overview:
Developed a site-specific curatorial framework and commissioning strategy for a multi-phase public art program at Trojena, integrating poetry, sculpture, and sensory installations into the landscape to support NEOM’s cultural, tourism, and placemaking goals.

At Trojena, I led the curatorial direction for a major public art initiative surrounding the central lake, designing a vision that brought together Saudi heritage, contemporary artistic practices, and the region’s unique environmental context.

I worked closely with landscape architects, engineers, and master planners to ensure the artworks were seamlessly integrated into the site plan, including pedestrian paths, roadways, and natural features.

My approach emphasized the inclusion of Saudi artists and writers, while aligning with international standards for large-scale cultural commissions. I partnered with Futurecity to shape the presentation strategy and gain alignment with NEOM leadership, ensuring the project reflected both the artistic integrity and long-term tourism vision of the district. This work positioned Trojena’s art program as a cultural landmark, fusing public art, narrative placemaking, and Saudi creativity into one cohesive destination experience.

I work where storytelling meets space, shaping how people experience culture, hospitality, and place through the lens of marketing and design. At its best, my work reveals how branding, design, and strategy intersect to communicate a city’s or brand’s ambitions, and how thoughtful placemaking can catalyze long-term cultural and civic value.

At Ace Hotel, I lead global marketing for food and beverage, overseeing strategy, creative development, and brand storytelling across all culinary concepts. Under my leadership, we've delivered record-breaking performance, including the company’s highest-grossing month in history. Each campaign is rooted in a sense of place, layered with community insight, digital fluency, and design thinking, translating not just what we serve, but how we belong.

My collaborations include NOMA’s Kyoto residency, the St. John takeover in Brooklyn, and a global brand integration for Stumptown Coffee. These aren’t just culinary activations; they’re storytelling engines. Built to expand brand equity and spark international media attention, they remain deeply anchored in the spirit of each space. For me, marketing is never just about visibility, it’s about creating emotional resonance, shaping identity, and inviting people into a meaningful experience.

Beyond hospitality, I run a consultancy focused on public art infrastructure, luxury development, and cultural programming across the Middle East. I’ve worked on some of the region’s most ambitious cultural initiatives, guiding cities and brands in expressing their aspirations through space, story, and public engagement.

As part of the all-female team that led the development of Riyadh Art, I helped take the project from concept to funding to execution. By aligning public and private stakeholders around a shared narrative, we secured $3.4 billion in investment and presented directly to HRH Mohammad Bin Salman. The result is the world’s largest public art initiative, a living example of how creative strategy can drive urban transformation and express the ambitions of a city through its streets, stations, and public squares.

At NEOM, I shaped the curatorial and commissioning strategy for the city’s public art program, building a centralized artist bank and leading creative direction for procurement. My role bridged the poetic and the pragmatic, ensuring that large-scale concepts were grounded in technical feasibility, while still delivering on vision. Again, the work was not just about aesthetics. It was about articulating a new kind of place and using branding and design to give form to a future-oriented identity.

For Trojena, NEOM’s cultural lakefront district, I developed a two-part commission exploring nature, pilgrimage, and national reflection. I collaborated with Saudi artists, poets, and engineers to create immersive sculptural works that felt both monumental and intimate. The work was as much about landscape as it was about legacy, an expression of how place-based storytelling can resonate across generations.

In New Murabba, I advised on the commissioning framework for a new urban district, aligning architectural planning with curatorial vision and operational systems. My contribution ensured that the cultural fabric of the development was interwoven from the start, with branding and placemaking used to express ambition, anchor experience, and invite civic participation.

I also served as strategic lead on the Riyadh Metro public art initiative, embedding storytelling into 85 transit stations across 176 kilometers of lines. This wasn’t about decoration. It was about identity. We transformed infrastructure into narrative, offering a way for residents to see their city through the lens of creativity, memory, and pride.

My consulting work continues to support hospitality, luxury, and real estate development across the Gulf. I advise teams on how marketing and placemaking can work together to deepen emotional connection, bringing architecture, branding, and public experience into alignment. I think of branding not as a surface layer but as something that lives within the bones of a space, felt in how people move, how they gather, and how they remember.

In the U.S., I’ve led experiential campaigns across New York, the Hamptons, and San Francisco. My creative production and digital strategies are built to move fluidly across platforms while maintaining a deep sense of place. The Jen Stark installation at The William Vale, for example, transformed a visual moment into a cultural touchstone, local in tone, global in reach.

As Marketing & Creative Director of Steller Consulting, I collaborate with both B2B and B2C clients to shape marketing strategies, digital campaigns, multi-channel plans, and content ecosystems across a range of sectors including hospitality, real estate, luxury, the arts, and cultural institutions. My work spans strategic direction and creative development, grounded in a belief that brand and audience alignment is both art and architecture. Select clients and collaborations include: Al Nakheel Mall, Stuart Weitzman, Hudson Valley Museum of Contemporary Art, Anastasia Photography Gallery, Marc Straus Gallery, The Japan Society, and The Wadsworth Atheneum.

Earlier in my career, I led marketing for SAAF.com, a Saudi-based luxury retail concept, and served as a design advisor to the Saudi Arabian Monetary Agency. In both roles, I helped craft institutional identities through storytelling, visual media, and design-forward communication.

One of the most joyful projects I’ve led was Joyous Gardens, a civic art initiative where I worked with artists, engineers, and municipalities to design sculptural playgrounds that were safe, beautiful, and community-driven. It was a reminder that public art can be both playful and powerful, anchored in emotion, built to last.

I began my career in New York, working with FLATT Magazine, Lipman Advertising, and The Hole Gallery. These early roles grounded me in luxury, culture, and campaign strategy, and gave me a fluency across disciplines that continues to shape my approach today.

What connects all of this work is a belief that cities, brands, and cultural spaces are not just built, they are expressed. When done well, marketing becomes a way of showing who we are and where we’re going. It can turn infrastructure into identity, experience into memory, and aspiration into action.

I continue to mentor women in leadership and advocate for innovation in hospitality, cultural programming, and urban storytelling. Across every project, I return to the same idea: that marketing is not just about visibility, it’s about meaning, emotion, and the ability to create lasting resonance through story, place, and experience.

When I'm not working. You’ll find me on a tennis court, at a gallery opening, or thumbing through bins of obscure shoegaze and grunge records in search of something that sounds like a memory. I collect rare vintage band tees and frequent flyer miles in equal measure, and I’m always in search of the perfect martini, ideally cold, clear, and quietly excellent. The perfect martini, I’ve learned, is made in the quiet magic of who you share it with.

I split my time between lingering dinners and slow mornings with my one-year-old niece and my 101-year-old grandmother. Two very different age groups, both unreasonably wise. I read autobiographies of people who’ve shaped culture and time, write occasionally for art publications where I get the honor to interview some of today's most creative minds, often talk jazz and the Yankees with my father, and talk about growing hydrangeas like my mother once did, part nostalgia, part ambition.

Somewhere in the mix: a stint in Paris influenced my fixation on finely structured blazers, a reluctant dependence on the Saint Laurent 60mm Wyatt boot, (thanks to Hedi Slimane and his tenure at Dior Homme) and Cowboy, my rescue cat, who acts more like an eccentric flatmate with great taste and no job.

I collect art the same way I collect memories, with range and sentiment. My walls hold pieces from legends like Kara Walker and quiet, wabi-sabi Japanese pottery that I bought on my last trip to Kyoto, right alongside my niece’s handmade birthday cards, which are equally important, unknowingly influenced by Jackson Pollock, and arguably just as profound.

If there’s a throughline to it all, whether it’s an obsession with structure, a love of storytelling, the way I approach style, or the quiet ritual of a proper dry martini, it’s a belief in character, in craft, and in a quiet respect for restraint, an ongoing effort to find meaning in simplicity and beauty in the everyday.