Profile

Parisa Chum

Head of Sustainability Communications
Flint Culture

Sustainability and hospitality expert, Parisa has worked in strategic communications, corporate affairs, and reputation management for over eighteen years with diverse experience across agency, corporate, and government sectors in both regional and international markets. Parisa currently leads on Flint Culture's sustainable and cultural tourism clients, advising them on sustainability-related communications frameworks and crisis management including The Royal Commission of AlUla, BEEAH Group, Ithra, and Kerten Hospitality. In her previous tenure at IHG Hotels & Resorts, she led the company’s communications and corporate responsibility agenda, embedding sustainability practices (including carbon reduction, energy efficiency, water conservation, food waste and removal of single-use plastics) across India, the Middle East and Africa. As a member of the regional leadership team, Parisa led the communications for market and brand debuts and navigated the company's COVID-19 pandemic response for the region. She was also a member of the IMEA D, E &I Board where she contributed significantly to IHG’s employability and national talent development initiatives in Saudi Arabia and the UAE. Prior to this, she led the corporate, consumer, financial and healthcare practices at Memac Ogilvy PR leading communications advisory services across high-profile global and regional clients such as Hilton Luxury Brands, Siemens, DIFC, Tetra Pak and Aujan Industries.