However, Russel's strength lay in sales and marketing and his broad experience coupled with his impressive track record enabled him to hold various senior regional posts with Holiday Inns, Accor and more recently with Le Meridien Hotels and Resorts, culminating with the role of Senior Vice President Sales & Marketing Middle East and West Asia setting up their first Central Reservation Office and extensive sales network servicing in the Middle East and India. With over thirty years extensive experience in the Middle East and Asia, his comprehensive knowledge base and strategic sales and marketing skills, provides him with a platform to project manage a hotel concept from inception to launch, providing full feasibility studies and revenue projection. His recent venture with Mezze Associates Consulting as senior partner has allowed him to widen his knowledge and experience by looking at acquisitions for multi-use projects, financing, project, and asset management. As the COO for Citymax Hotels, he has managed to hone his management skills and bring his vast hospitality knowledge to focus on filling and operating over 1200 rooms in the UAE.