Sinead el Sibai joined Dubai Duty Free in 2000 after working for a leading PR agency in Dubai since 1988. During her time at the company she has worked on Dubai Duty Free’s extensive marketing campaigns that incorporate major international events, including the Dubai Duty Free Tennis Championships. She has been at the forefront of the operation’s major sponsorship agreements and their activation, including the Dubai Duty Free Irish Derby, the Dubai Duty Free Shergar Cup and Dubai Duty Free Irish Open. Sinead’s role also extends to Retail Marketing, Public Relations and Media Relations.

Sinead was named Senior Vice President for Marketing in September 2016.