Disrupt exists because of a career lived on both sides of the industry. Salma trained at Les Roches, spent eight years in hotel and restaurant operations across four continents, personally opened more than 20 venues, then spent a decade scaling hospitality technology companies globally. That rare combination — the operator's instinct, the marketer's craft, and the technologist's toolkit — is what Disrupt delivers to every client.
Trained in hospitality.
Built for growth.
I didn't start in marketing. I started behind the front desk in the Seychelles and Miami, in events at Banyan Tree and BallenIsles in Palm Beach, and in the banquet halls of Indonesia. I trained at Les Roches — one of the world's most respected hotel management schools — and spent eight formative years learning hospitality from the inside out, across five countries and every department that matters.
That foundation is what makes me different. When I walk into your restaurant, I'm not just thinking about your Instagram grid. I'm thinking about your service rhythm, your customer journey, your reservation flow, your upsell moments, and every touchpoint that turns a first-time guest into a regular.
I've personally opened more than 20 restaurants and venues across Dubai and Hong Kong — for groups like Crystal and Pirata — handling everything from concept naming and brand identity to opening-night PR and post-launch footfall strategy. I know what it feels like when the music starts and the room isn't full. I also know exactly what to do about it.
The last decade brought a second chapter: ten years scaling technology companies, including three years as Head of Global Marketing for a hospitality SaaS brand, where I built global go-to-market engines and led digital transformation programs that changed how hospitality businesses operate.
What I bring to your venue is rare: the operator's instinct, the marketer's craft, and the technologist's toolkit — all in one person, fully committed to your success.
