Vicky Varfis

Vicky has more than 30 years of experience in the hospitality and tourism industry and in destination management. For several years, she held senior roles heading Sales and Marketing for global brands in the EMEA region, as well as acting as senior project manager for many pre-openings chains for both city hotels and luxury complex resorts. Vicky also served in the regional offices of Marriott International as the Regional Director of Sales and Marketing Strategy and Opening Market Projects for Eastern Europe. In this role, she oversaw all 12 brands with 30+ hotels in the region and headed new opening projects for the EE region, in relation to hotel sales and marketing operations, business development, revenue management and loyalty project development. In addition, Vicky was the Corporate VP of Sales, Revenue and Loyalty for Rotana Management Group, the largest Middle Eastern group in the GCC. She oversaw the sales operational planning, ensuring the right revenue strategy and driving the number one loyalty program in the Middle East, covering more than 20 openings in the region.

In 2016, she took a 360° turn to pursue her passion in marketing strategy and communication. She took over CampaignWORKS Middle East, based in Dubai, UAE - an integrated marketing agency with its HQ in London, UK with a view to bridging the gap of expertise she had seen in agencies who handled hospitality, especially in the area of content and communication. Fueled by her intuitive understanding of hospitality, and its need for real “hands-on” support to meet the needs of a rapidly evolving marketplace, CampaignWORKS quickly displayed an agility that outstrips larger more established companies, and soon became the go-to consultancy for many in the hospitality industry. Vicky holds a Bachelor of Science in Marketing from Deree – The American College of Greece. She has participated in numerous workshops and is also a certified trainer for the Marriott Sales School.