2024 Programme
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FHS Saudi Arabia 2022
FHS Saudi Arabia 2023
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12 - 14 May 2025
Mandarin Oriental Al Faisaliah, Riyadh
Profile
Catherine Edwards
Chief Strategy Officer
QUO
Innately curious, with a passion for cultural narratives and human behaviour, Catherine supports QUO’s multidisciplinary teams as they form distinctive brands for QUO’s diverse base of clients. �Catherine initially joined QUO as content director, before moving into brand strategy, building and establishing brand cultural definition as a core component of QUO’s offering. She has worked with many of QUO’s key clients, conceptualizing and re-imagining brands from small independent hotels to global hospitality groups, across numerous cultures and destinations within Asia Pacific,�the Middle East and Europe. A graduate of University College London (UCL), Catherine previously worked as a journalist, writer and editor for a variety of lifestyle and business publications.
See Catherine Edwards speak in the following sessions:
Tuesday 30 April: 16:35 - 16:50
Brand Dilemma: Navigating the Pros and Cons of Launching New Brands – An unbiased Perspective