I consider myself an accidental consultant; it was never my intention to become one after more than 25 years working for international luxury hotel companies.

After working as the Group Director of Brand Strategy for Dubai’s leading hotel brand, I decided to set up as a consultant when temporarily relocating to New Zealand, such was the faith that my employer had in me that they asked if I would work remotely, “Distance is not a barrier to success”, they said, and I am very happy to agree!  

Since 2017 SF Brand Strategy & Marketing has been consulting on commercial and brand strategy for luxury hotel groups and independent properties around the world.

More than 25 years working for hotel companies worldwide.

Jumeirah was the first client, delivering for them new hotel concepts (Jumeirah Al Naseem in Dubai, Jumeirah at Sa’adiyat Island in Abu Dhabi, Jumeirah Nanjing in China…), as well as creating from scratch brand photography guidelines and participating in the development of a new hotel brand for a different target audience.

SF Brand Strategy & Marketing has been advising the Hong Kong based Langham Hospitality Group, and their 2 brands The Langham Hotels & Resorts with 22 properties in 4 continents and Cordis hotels, in Hong Kong, China and New Zealand since 2018. 

My experience includes leading teams in Reservations, Group and Leisure sales, and roles like Director of Sales and Marketing, Corporate Director of Communications and Group Director of Brand Strategy.

I have a BA (Hons) in International Hotel Management and an Advanced Postgraduate by The Chartered Institute of Marketing in London, and collaborate with EADA Business School in Barcelona as an Associate Professor for their MBA. 

I live in Spain, working remotely and traveling frequently for projects.

Bio Sandra Farrero-selection