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Danielle to lead DGDA team in defining project's narrative
Published in The Saudi Gazette on 11 - 02 - 2020

RIYADH — Diriyah Gate Development Authority (DGDA) has named Danielle Atkins (Dany) as Chief Marketing and Communications Officer to the Riyadh-based team.
Danielle will lead a dynamic team in defining the narrative around the Saudi giga-project, entrusted with the ongoing restoration and operation of the UNESCO world heritage site of At-Turaif, the historic birthplace of the Kingdom.
Now in the execution phase of its 7.1 million sq. meter masterplan, Diriyah Gate represents one of the most important Saudi giga-projects currently in development and is a key element in the Crown Prince's 2030 Vision to modernize the Saudi state, engage Saudi citizens and welcome guests from all over the world.
Danielle (Dany) will build and lead the marketing, communications and entertainment division of the DGDA, with a view to placing the Kingdom's historic hub firmly on the map as a leading destination for culture and leisure both in Saudi Arabia and on the global stage.
Her team will be responsible for showcasing over three centuries of Saudi Arabia's rich history and creating new narratives to illustrate the transformation across multiple disciplines spanning arts and culture, entertainment, tourism and hospitality.
"Diriyah is the birthplace of the Kingdom and a symbol of the beauty, generosity and resilience of the Saudi nation and its people. I am hugely excited and honored to be part of a team at the forefront of realizing the 2030 Vision. The vast scale of the DGDA project and the potential to build and empower communities across the region is hugely exciting for me. This is a dream role because it encapsulates my passion to inspire a new generation of women in leadership roles in Saudi Arabia and to preserve and promote the amazing heritage and culture of Diriyah by showing it to the world."
Her appointment further reinforces the new wave of progressive female leadership within the Kingdom in line with the country's rapid transformation and vision to equip women with vocational skills. Key to the success of this ambition is to encourage the appointment of talented women in senior leadership roles, who can act as mentors and nurture female talent within in the professional workplace across KSA.
"I'm delighted to welcome yet another world-class female talent to the Diriyah Gate Development Authority team. With the support of top-tier visionary team members who embody the mission of the organization, we can continue our success creating one of the world's greatest tourism destinations, cultural icons and gathering places. Dany did a brilliant job at Kodak and Beats by Dre and I look forward to her contribution to the DGDA family. Dany Also is a shining role-model for women empowerment and mentorship which is one of the cornerstones of Vision 2030," said Jerry Inzerillo, CEO of Diriyah Gate Development Authority.
Previously Dany served as Kodak's Chief Brand & Marketing Officer during the brand's turnaround, spearheading global marketing initiatives, pivoting Kodak into new categories and delivering increased revenue across the company's commercial and consumer businesses.
Prior to Kodak, she played an integral role at Beats by Dre where she was at the forefront of scaling the brand in EMEA and held senior marketing positions at Nokia, Price Waterhouse Coopers and Innovision, where she was responsible for dressing the city for the 2012 Olympic Games in London, including the remarkable installation of the Olympic Rings on the Tower Bridge.
Dany is from the United Kingdom and holds a BA from the University College of London.


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