Amira Sherif is a passionate marketer who has made a remarkable mark in the luxury hospitality industry. As the Director of Marketing Communications at Hilton Riyadh and a dedicated luxury hiltonier, Amira brings creativity and heart to her work every day. She also founded and hosts the inspiring platform “Not From The Couch,” which is not just a podcast but a nonprofit project that helps people access education and job opportunities through guest contributions from various global industries. Some guests offer mentoring, business coaching, free training, assessments, and even job offers. Her journey is a powerful example of how passion, hard work, and care can turn dreams into reality.
Early Life and Inspiration
Amira’s journey began with a strong passion for communication and hospitality. Growing up, she was always drawn to creative fields and loved connecting with people. Her desire to inspire and guide others pushed her to study marketing and communications, where she quickly realized the importance of storytelling and genuine connection in business. These early experiences shaped her career path and fueled her ambition to work in the luxury hotel industry.
Climbing the Ladder in Luxury Hospitality
Starting her career at just 17 years old, Amira gained a head start that allowed her to reach significant milestones early. Her drive and hard work earned her a country manager position by the age of 27 and a director-level role at Hilton by 29. Entering the hospitality world was both exciting and challenging. She worked tirelessly to learn every aspect of the business, from guest services to marketing strategies. Her dedication paid off when she joined Hilton, one of the biggest hospitality brands globally. While Hilton itself is not classified as a luxury hotel chain, it houses several luxury brands under its umbrella. Over the years, Amira rose through the ranks due to her innovative ideas and commitment to excellence. Today, as the Director of MarComm at Hilton Riyadh, she leads a talented team that creates impactful marketing campaigns for one of the Middle East’s premier hotels.
The Role of a Director of Marketing Communications
In her role, Amira oversees all marketing and communication efforts for Hilton Riyadh. She is responsible for crafting campaigns that not only promote the hotel but also create memorable experiences for guests. This includes managing digital marketing, public relations, events, and collaborations. Amira’s approach focuses on authentic storytelling, highlighting the luxury and unique experiences Hilton offers through its top-tier brands, while ensuring every message resonates with their target audience.
Founder and Host of “Not From The Couch”
Amira’s passion for storytelling extends beyond her corporate role. She founded “Not From The Couch,” a nonprofit initiative with a mission far beyond podcasting. The platform is dedicated to spreading awareness among leaders from all industries around the world, urging them to use their influence for positive change and to help others as they climb. Through the platform, Amira shares interviews, personal stories, and practical support from guests who contribute valuable resources such as mentorship, training, and employment opportunities. Her honest and heartfelt approach has gained her a loyal following and made a positive impact on many lives.
Balancing Work and Life with Care
Amira is a firm believer in leading with care—not just in business but also in personal life. She balances her demanding career with her personal passions and self-care routines. This balance allows her to stay energized and motivated, ensuring she brings her best self to every project and interaction. Amira often speaks about the importance of mental health, work-life harmony, and continuous learning as keys to long-term success and happiness.
Achievements and Recognitions
Throughout her career, Amira has achieved significant milestones that reflect her dedication and talent. Starting young gave her the edge to progress quickly and impactfully. Her leadership and innovative strategies have consistently boosted brand visibility and guest engagement in every role she’s taken on. Widely recognized within the hospitality industry as a forward-thinking leader, Amira continues to set new benchmarks. Beyond the corporate world, her nonprofit platform “Not From The Couch” inspires thousands, further showcasing her ability to connect and lead in diverse spaces.
Current Happenings and Future Plans
Currently, Amira is focused on expanding Hilton Riyadh’s market presence through innovative digital marketing and creative partnerships. She is also working on new episodes and content for “Not From The Couch,” aiming to reach wider audiences and expand its positive social impact.
Inspiring Through Action
Amira Sherif’s story is a shining example of how passion combined with perseverance can lead to meaningful success. She inspires many by showing that leadership is about caring for people—whether guests, colleagues, or followers. Her journey encourages everyone to pursue their dreams with dedication and kindness, making a positive impact wherever they go.
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