The Brains Behind PKE...



Chief Executive Officer/ Managing Director

Originally from London, Joanne has 25 years international experience of running world-leading exhibitions in the UK, Singapore, China, Hong Kong, Taiwan, Thailand, Malaysia, Indonesia and the Philippines.  Using global standards, she has spent the last 16 years in the Middle East launching, running and modernizing events in Dubai, Abu Dhabi and Doha.  Industry sectors include Food & Hospitality, Boats & Yachts, Careers, Jewellery, Broadcasting, Electricity, Building Maintenance, Banking, Healthcare and Fashion.  Joanne is also an active consultant, conference speaker and moderator.  She was made a lifetime Honorary Member of the Emirates Culinary Guild in 2016 after more than a decade of supporting Chef events across the UAE and has recently launched annual culinary platforms for trade and consumer audiences.  Winning the bid to host the biennial Worldchefs Congress in 2022 in Abu Dhabi, she will again drive the foodservice sector to new heights in the Middle East.

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Commercial Director

Originally from UK, Helen has extensive and in-depth knowledge in organising international exhibitions, both trade and consumer around the world as well as managing, launching, rebranding, sectorising events in Europe, Middle East, China and South East Asia, conducting commercial due diligence, strategic planning and execution plus market analysis, research and business development.  Helen has over 20 years of expertise specialising in this field, holding senior positions at the largest two event organisers in UAE – Informa - Middle East and Dubai World Trade Centre.



Sales Manager 

Originally from Syria, Raheed has spent most of his life living and working in the UAE.  Fluent in both Arabic and English, Rasheed has an excellent relationship with our many Government partners across many industry sectors. 


Also an MBA graduate, Rasheed has excellent business and account management skills which makes him one of our most talented Senior Sales Managers with an ability to negotiate his way through the most challenging client meetings. 



Operations Manager 

With over two decades of experience in events in the Middle East Region, Raynor has specialist knowledge and experience running operations for exhibitions, conferences and festivals. 

He loves a challenge and pulling off what others consider impossible is what makes him tick.  Raynor maintains and draws floor plans, negotiates and manages both the build and event delivery. 


Meticulous planning of the build and tear down of shows, preparing method statements and risk assessments for a wide range of events while keeping in mind the HSO regulations and best practices.  Raynor is also responsible for the creation of the operations manual and maintains files for client and stakeholder requirements while overseeing the delivery.



Office Manager 

Originally from Philippines, Chelo brings over 10 years of administrative experience in Office Management and Accounting. She assists in exhibitor communications, website development and maintenance and customer service; provides pre-show and onsite assistance. She manages and oversees the administration of HR policies, as well as the programs and practices within PKE; she maintains accounts payable, receivables and monthly billing.