About

With an extensive 20-plus-year career in the hospitality sector, Mark brings a wealth of strategic expertise to this role. A passionate advocate of providing tangible guest experiences through a narrative driven approach to hotel positioning, design, and operational delivery; Mark’s experience in designing some of the world’s leading hotels and collaboration with owners culminated in his position leading the Collection Brands for Marriott International in EMEA. During this time Mark was responsible for the unit growth, development, and performance of The Luxury Collection, Autograph Collection, & Tribute Portfolio - which produced over $1.5BN in revenue – with over 100 Hotel openings, and over 200 signed deals. A creative pragmatist, with an eye for detail, and a desire to lead partnerships with owners and consultants to deliver best in class hotels.

Jake’s creative foundation began in Los Angeles, where he studied music and worked as a session musician and sound engineer on international tours—an experience that sharpened his instinct for storytelling, rhythm, and audience connection. A role at Apple in California marked the beginning of his transition into brand and experience design, eventually leading him to one of the world’s largest branding agencies in the UK, where he began shaping global identities across industries. Over the past decade, Jake has helped define more than 100 hotel and destination brands around the world. Known for embedding himself deeply within client teams, he plays a pivotal role in early-stage feasibility, portfolio planning, and brand architecture—ensuring every concept is both creatively distinct and commercially viable. From the first spark of a concept to long-term experience evolution, Jake brings clarity, energy, and originality to every project.

Carmela brings a global perspective to brand strategy, having shaped the positioning and narrative of hotels and lifestyle concepts across Europe, the Middle East and the Americas. With a focus on crafting brands that are emotionally resonant and operationally grounded, she has worked closely with all major international hotel groups - including IHG, Marriott, and Hilton. Highlights include the launch of the first Vignette Collection property in Europe and advising on the pilot of a new brand development framework created by Kimpton HQ in the U.S. With deep roots in hospitality and a refined eye for both guest experience and commercial relevance, Carmela bridges brand strategy, storytelling, and concept development in a way that is both thoughtful and impactful—particularly when it comes to shaping distinctive F&B destinations, which happens to be one of her favourite parts of her role.