Crisis communications inside the Lufthansa Group response to Germanwings 9525. Two years embedded across 192 national delegations at Expo 2020 Dubai. Senior PR leadership at OceanAir Group across UAE government heritage portfolios. Polish-Norwegian. Multilingual native across six operating languages.
Next chapter · 2026 — 2030 · Expo 2030 Riyadh
Looking forward to contributing to Expo 2030 Riyadh in a senior communications, reputation, or cultural protocol capacity. Five reasons my profile is built for the operational reality of 197 participating nations, 42 million expected visitors, six months live, and the geopolitical complexity of hosting the world.
Approximately fifty professionals worldwide hold operational mega-event experience at this scale. I delivered two years live inside Expo 2020 Dubai. I know BIE protocol, pavilion politics, host-versus-delegate dynamics, opening ceremony coordination, and Theme Week orchestration in practice. Not from a textbook.
Polish (Polish pavilion), Norwegian (Nordics), German (DACH), French (Francophone Africa, 21 nations), English, Mandarin (China). I can operate natively across more than fifty participating delegations.
Every mega-event has incident. I held the call at 2am in five languages simultaneously inside Lufthansa Group during Germanwings 9525. I delivered DACH press containment for Baden-Württemberg through sustained domestic political controversy at Expo 2020. The next major incident at Riyadh will need someone who has already done this work.
Expo 2020 Dubai to Expo 2030 Riyadh is one continuous GCC operational arc. I bring established infrastructure: UAE government stakeholders (DET, Sheikh Office, Ruler Court, Abu Dhabi Tourism), Gulf media corridor (Khaleej Times, Arab News, Asharq Al-Awsat), and working familiarity with Vision 2030 narrative and sovereign communications register.
Vision 2030 is modernity built on deep heritage. I led UAE heritage portfolio reputation across Al Marmoom Bedouin narrative and Al Khayma Heritage Centre Abu Dhabi. I delivered cross-cultural diplomatic engagements at Expo 2020 (Phantor Austria, Norway ocean bridge, Baden-Württemberg). I speak to commissioners general, ministers, and royal family representatives in appropriate register simultaneously, in the languages they prefer.
A World Expo is six months of live multilingual, multicultural reputation orchestration where every nation watches every other. I have done this work. I would welcome the chance to contribute to the next chapter.
Selected experience · What I delivered
Aviation crisis at global scale. Mega-event coordination across 192 nations. Senior PR leadership across UAE government heritage portfolios. Each one taught a different layer of the same craft.
Skills & expertise · Practice areas
Aviation crisis at global scale, mega-event coordination, sovereign government relations, and the social-media-and-marketing literacy that converts reputation into reach.
Lufthansa Group Germanwings 9525 lead. Multilingual newsroom under live pressure. Family liaison, regulator interface, prosecutor coordination, voice recorder narrative shifts, long-horizon reputation recovery.
Two years embedded inside Expo 2020 Dubai. BIE protocol, pavilion politics, host-vs-delegation dynamics, theme-week orchestration, opening ceremony coordination, cross-sector matchmaking.
Direct stakeholder relationships across UAE government: HH Sheikh’s Office, DET, DCT Abu Dhabi Tourism, Dubai Municipality. Sovereign comms register, protocol fluency, regulatory interface, multilingual stakeholder engagement.
Multilingual content strategy, paid and organic across LinkedIn, Instagram, TikTok, X. Brand campaigns translated across English, German, Polish, Norwegian and French markets. Editorial calendar, KOL engagement, paid amplification, reputation campaigns.
Advisory & consulting · Retained and project mandates
Seventeen years of crisis rooms, world expos and government corridors, available to your organisation. I advise across the Europe–Gulf corridor in both directions, in the languages each market actually speaks.
Europe → GCC
For European brands, institutions and national delegations building presence in the Gulf: market entry communications, stakeholder mapping across sovereign and emirate-level government, sovereign register, Gulf media relations, and Expo 2030 Riyadh preparation.
GCC → CEE · DACH · Nordics
For GCC organisations, tourism boards and hospitality groups speaking to Eastern Europe, Germany, Austria, Norway and Sweden: native-language media relations, cultural adaptation of narrative, trade press stewardship, and market-specific campaign leadership.
Readiness audits, crisis playbooks, live simulations, executive media training, and hands-on support when the incident is real. Proof: Lufthansa Group, Germanwings 9525.
BIE protocol, host-versus-delegate dynamics, pavilion communications and media operations for organisations preparing for Expo 2030 Riyadh. Proof: 192 delegations, Expo 2020 Dubai.
Sovereign register, protocol fluency and regulatory interface on both sides of the corridor, from ministries to municipalities. Proof: UAE government heritage portfolio.
Positioning for heritage, tourism and hospitality brands across languages, registers and markets. Proof: Al Marmoom, Al Khayma, Michelin recognition.
UAE government stakeholders · Established network
Eight years of operational PR leadership across UAE government heritage portfolios, with established stakeholder access at HH Sheikh's Office, sector authority and municipality level.
Direct working channel for heritage portfolio coordination, royal protocol engagement, and sovereign reputation stewardship.
Communications, destination positioning, regulatory interface, inbound tourism narrative, multi-stakeholder campaign coordination.
Heritage destination coordination across Al Khayma Heritage Centre. Cross-emirate narrative consistency for traditional Emirati hospitality positioning.
Al Marmoom Oasis framework. Government heritage destination inside UAE's largest unfenced nature reserve, regulatory interface for Bedouin heritage and desert ecosystem narrative.
Direct working contact with HE Reem Al Hashimy and HE Mariam Al Mheiri at official opening protocol. Two years operational presence inside Bureau coordination.
Featured guest on cultural importance and reputation in the Emirates. View broadcast →
Contact
If you are part of the Riyadh 2030 organising committee, a participating delegation, or an advisory firm shaping Vision 2030 communications work, I would welcome the conversation.
