Mourine Oloo

Operate as a commercial partner across marketing, sales, and revenue, supporting demand strategy, pricing alignment, and channel performance while leading brand and communications.

Key Contributions

• Contribute to commercial strategy by aligning segmentation, demand pacing, and distribution to support ADR growth and balanced occupancy
• Supported 40% growth in OTA business, sustaining performance and driving 10% incremental growth month-on-month through targeted online strategies
• Influenced ADR performance, consistently driving rates above USD 240 through digital demand generation and channel optimization
• Supported pricing decisions through analysis of booking curves, channel performance, and market demand signals
• Led brand, PR, and partnership initiatives to strengthen positioning and attract high-value demand segments
• Secured global visibility through PR placements including Business Traveller Magazine and international recognition such as World Luxury Awards
• Achieved and sustained #1 TripAdvisor ranking, maintaining a consistent top 5 position into the second year
• Delivered 95% guest experience scores through Hilton’s aggregated review platform by leading brand and service training initiatives
• Strengthened direct channel performance through SEO, keyword strategy, and optimized digital platforms, improving e-commerce visibility and conversion
• Represented the brand at industry events, exhibitions, and partnerships, strengthening visibility and commercial relationships
• Oversaw visual storytelling including photography, videography, and content production aligned to luxury brand standards
• Developed sales collateral and brand narratives to support corporate, group, and events conversion
• Leveraged inbound travel data and guest behavior insights to inform targeted campaigns and meta-search investment
• Designed guest journey frameworks that enhance experience while supporting revenue conversion across touchpoints
• Supported internal alignment through brand and commercial training, ensuring consistency in delivery and guest experience

Played a key role in pre-opening and early-stage commercial positioning, establishing demand channels and brand visibility in a competitive luxury market.

Key Contributions

• Built and optimized digital demand channels (OTA, meta-search, social), accelerating booking pace and contributing to 20–30% growth in early booking volume post-opening
• Supported commercial planning using performance analytics and market insights, informing pricing and channel mix decisions that improved conversion by 10–15%
• Developed strategic partnerships that expanded reach in key source markets, contributing to 15–25% uplift in qualified leads/guest acquisition
• Contributed to shaping brand positioning in line with Curio Collection standards, supporting rapid market entry and strong initial occupancy ramp-up

Led brand, PR, and demand generation strategy, translating lifestyle positioning into strong commercial performance across rooms and F&B.

Key Achievements

• Elevated the hotel from #310 to #1 on TripAdvisor, significantly increasing visibility, demand, and occupancy
• Generated KES 567M in revenue (2021) through integrated paid acquisition across Google, Facebook, and meta-search
• Increased inbound leads by ~68% via PR, media relations, and targeted campaigns while saving ~KES 9M in media spend
• Built a unified brand strategy that supported F&B revenues of ~KES 40M/month in early 2022
• Scaled website to 10,000 monthly visits within 120 days, contributing to ~40% revenue success in the first quarter of 2022
• Positioned the property as a leading lifestyle destination, driving strong F&B footfall and event-driven revenue
• Translated guest behavior insights into segmentation strategies that supported sustained demand growth
• Secured consistent local and international media coverage, strengthening brand visibility and conversion
• Developed experience-led campaigns that resonated with target audiences and enhanced engagement

Managed Sales, Marketing, and Reservations functions with responsibility for distribution, commercial sales, revenue, and e-commerce, supporting base business growth and demand from corporate and NGO segments.

Key Contributions

• Oversaw sales, marketing, and reservations teams; coordinated distribution and channel strategy (direct, OTA)
• Developed segmentation strategies aligned to corporate and institutional demand
• Supported pricing and revenue decisions through pipeline, pace, and channel performance insights
• Drove targeted campaigns and sales initiatives to improve pipeline and conversion for group and corporate segments
• Achieved 80% of monthly revenue targets through new channel creation and integrated campaigns
• Launched Johari Club loyalty program, onboarding 300 members in year one
• Strengthened e-commerce performance and channel mix to support revenue growth

• Increased direct bookings by 60%, reducing reliance on OTA channels
• Grew digital contribution to 40%+ of total revenue; made online sales the top source
• Contributed to ~50% of global RFP sign-offs through CSR-led brand positioning
• Supported leisure demand strategy linked to safari and international travel segments