Abigail Firth


Abigail is a self-starter, with 15 years professional experience, 10 years of which has been dedicated to customer experience design. Her powers lie in being able to build and then translate strategies into understandable design and delivery. During her university years, Abigail founded, ran and grew a promotional staffing agency to having a database of over 8000 people. She sold the business and assets to a former client after a couple of years, and that is where her love of business positioning and customer experience management was born. She moved to Dubai in 2005 when she was part of team that launched ‘du’ Telecoms into the UAE market.  This four-year adventure catapulted her into the world of hospitality and destinations, and her exposure to other clients and industries was established.

Since 2007, and after a career defining hotel industry project, she’s been consulting in customer experience design, specialising in hospitality, real estate and destination products. She’s driven, self-motivated and resourceful, with a proven ability to develop, strengthen and manage businesses in order to maximize profitability and efficiency.  She is extremely well versed in the full customer experience life cycle, from commercial diagnostics, to auditing, strategy and developing a business plan, through to creative development, activation, automation and delivery.

She brings international cultural diversity, having lived and worked in the UAE, Europe, South East Asia, and the Far East over the past 15 years, and most recently she’s worked with the Italian Hospitality Collection, Six Senses Hotels Resorts Spas, Emaar Hotels & Resorts, Meraas Hospitality and Jumeirah Hotels & Resorts.

 Current Role

Abigail is Director of Strategy and Business Transformation. She is responsible for creating sustainable competitive advantage for Link ME and its clients, providing counsel as an advisor to the board and c-suite.

She is passionate about effecting change, and her pragmatic and hand-on approach motivates her colleagues and clients alike.

Educational Background

Abigail went to University in Nottingham, UK, and has a BA Hons 1st degree in Broadcast Journalism. She then went on to study Media Law and Compliance with the BBC School of Journalism. Her passion for people and communications led her to gain an ISOC UK accredited qualification in Media Training. Following which she travelled the county preparing sports personalities for radio interviews and television appearances.

Professional Affiliations

Abigail was the Founding Committee Chairman (2011 – 2016) of the ‘Business Marketing Association Middle East Chapter’ in order to further develop and evolve b2b marketing practices in the UAE. In 2015, she created a bespoke client services training program and partnered with boutique creative agencies in Chicago, New York, UK, Singapore, and Europe to improve customer experience and the performance of the client handling teams at large.