Al Jaddaf Rotana has appointed Hekmat Amer as Complex Director of Sales and Marketing in Dubai, United Arab Emirates. Announced on 13 October 2026, the appointment places Amer in charge of commercial strategy across three hotel properties.
Amer brings more than 16 years of hospitality experience, with a background in sales, marketing and commercial strategy. His previous leadership roles include positions at Jumeirah Group and Marriott International.
Hekmat Amer brings Jumeirah and Marriott experience
Before joining Al Jaddaf Rotana, Amer served as Director of Sales and Marketing at Jumeirah Creekside Hotel. He led the property’s commercial strategy, developed new business opportunities and strengthened its positioning across key markets.
His earlier career also included senior sales and marketing roles at Marriott International. These positions gave him experience in multi-property operations, hotel pre-openings and business development.
Amer’s experience across these areas will inform his responsibilities at Al Jaddaf Rotana. His new remit covers three properties with different guest segments and offerings.
Sales and marketing leadership across three Dubai properties
As Complex Director of Sales and Marketing, Amer will oversee the commercial direction of the Al Jaddaf Rotana complex. The portfolio comprises Al Jaddaf Rotana Suite Hotel, Arabian Park Dubai by Edge Rotana and Park Apartments Dubai by Edge Rotana.
His responsibilities include developing integrated sales and marketing strategies across the three properties. He will also manage relationships with key business partners and identify new market opportunities.
In addition, Amer will focus on revenue performance across the portfolio. His remit therefore combines property-level commercial priorities with a coordinated approach to sales and marketing.
The role requires an understanding of each property’s strengths and target audiences. Amer said he plans to explore opportunities across the three properties while aligning their offerings with the right markets.
Al Jaddaf Rotana outlines its leadership priorities
Stefan Schmid, Complex General Manager of Al Jaddaf Rotana Complex, said Amer’s experience across leading hospitality brands and his understanding of Dubai’s market informed the appointment.
Schmid also highlighted the company’s approach to developing its teams. He said Al Jaddaf Rotana aims to empower employees to bring fresh ideas and perspectives.
The appointment places responsibility for commercial strategy across the three properties under one director. Amer’s role will cover business development, partner relationships and revenue performance.
Amer sets out his approach to the new role
Amer said the opportunity to work across three distinct properties attracted him to the position. He noted that each property serves different guest segments and offers its own experiences.
His initial focus will be to understand the strengths of each property and identify new market opportunities. He also plans to work with the team to develop strategies that connect the properties’ offerings with suitable audiences.
Al Jaddaf Rotana said the appointment reflects its continued focus on developing leadership capabilities and strengthening its position in Dubai’s hospitality sector. Amer’s remit brings sales and marketing oversight across the complex’s three properties under a single leadership role.
