Mahdi Lazrak
Cannes ,France
Summary
Professional with expertise in membership business models and revenue growth optimization. Proven ability to enhance brand identity and leverage performance analysis for success in luxury markets. Demonstrated financial literacy with a track record of delivering measurable results and fostering sustainable growth. Focused on applying strategic insights to support long-term organizational objectives.
Overview
13
13
years of professional experience
2004
2004
years of post-secondary education
Work history
Vice President F&B Concepts & Brand Development
Jumeirah Group
Dubai, United Arab Emirates
2025.10 - Current
- Led global F&B concept strategy across all Jumeirah portfolio of luxury hotels and resorts, driving international brand awarness, overall Jumeirah F&B positioning and revenue growth.
- Co-developed and presented the Group F&B strategic roadmap (2026–2028) to Board and Dubai holding GCEO, defining short-, mid-, and long-term vision, investment priorities, and financial objectives.
- Structured and negotiated strategic partnerships (management agreements, licensing).
- Spearheaded flagship concept creation and transformation projects, including:
- Full F&B strategy for Jumeirah Paris Vendôme
- Full repositioning of Burj Al Arab F&B Outlets
- Concept creation of Jumeirah’s first members’ club at Burj Al Arab
- Full F&B strategy for Jumeirah Mallorca, including luxury retail collaborations and celebrity chef partnerships.
- Led pre-opening and marketing strategy for outlets in major destinations, including Marsa Al Arab.
Founder
Seven Senses Hospitality
UK & EU
2024.07 - 2026.03
- Led the strategic partnership agreement between Groupe Drode et Compagnie and DREAM Hospitality Group to open the first Coya Beach in St Tropez (March 25 - June 25)
- Managed and Led the opening of La Cabane Dolce & Gabbana beach Club In Marbella (Oct 2024- July 2025)
- Managed and Led the opening of Motel Particulier In Marbella (Oct 2024- July 2025)
- Delivered a full F&B offer to IHG Hotels & Resorts for THE AMSTEL HOTEL in Amsterdam, Including a New restaurant Concept and a restructure of the existing F&B Outlets (Jan 25 - Apr 25)
- Managed and Led the opening of Babbo St John's Wood In London (July 2024- Feb2025)
- Developed effective business strategies for sustained growth across multiple international markets
- Created and led successful business culture focused on performance.
Group Brand Director
The Birley Clubs & Caprice Holdings
London, United Kingdom
2021.01 - 2024.06
- Successfully oversaw daily operations to achieve financial targets.
- Executed brand identity initiatives and defined target audience profiles.
- Established brand partnerships, including sponsorships for high-profile events.
- Monitored budget to align with sales and revenue goals.
- Produced business plans that maximised growth while minimising costs.
- Managed bookings for A-list international artists, ensuring flawless performance execution.
- Oversaw pricing and operations for seven major events at Annabel's and George Club.
- Increased daily bookings from 23% in 2022 to 35% in 2023 across four locations.
Artistic & Member Relations Director
The Birley Clubs
London, United Kingdom
2019.01 - 2021.01
- Delivered programming and management for all events at Birley clubs within £2.3 million budget.
- Developed member recognition programme, increasing retention rates.
- Created revenue-driving concepts, including dining events generating £480,000 in 2023.
- Optimised daily operations to maximise revenue potential.
- Established partnerships to enhance market presence.
- Initiated innovative marketing campaigns to improve brand visibility.
- Provided strategic insights for informed decision-making to board of directors.
- Formulated comprehensive business plans to support company growth.
Artistic & Brand Director
Bagatelle Group
2013.01 - 2018.12
- Acted as global brand ambassador, representing brand at international venues to enhance revenue.
- Programmed entertainment and headliner bookings for group events.
Served as Master of Ceremony for Bagatelle worldwide, ensuring high-quality experiences. - Led brand development by creating innovative strategies and campaigns.
Education
Bachelor - Marketing and Communication
Euro American institute
Sophia AntipolisSkills
- Leadership excellence
- Results orientation
- Membership business model development
- Revenue growth strategies
- International market expansion
- Brand identity and positioning
- Luxury market knowledge
- Financial governance
- Performance driving
Languages
English
Fluent
French
Native
Spanish
Upper intermediate
Arabic
Native
Timeline
Vice President F&B Concepts & Brand Development
Jumeirah Group
2025.10 - Current
Founder
Seven Senses Hospitality
2024.07 - 2026.03
Group Brand Director
The Birley Clubs & Caprice Holdings
2021.01 - 2024.06
Artistic & Member Relations Director
The Birley Clubs
2019.01 - 2021.01
Artistic & Brand Director
Bagatelle Group
2013.01 - 2018.12
Bachelor - Marketing and Communication
Euro American institute