Seher Farooq’s Journey to Transforming Brands through Storytelling and Vision

As a region that attracts entrepreneurs from around the globe, the UAE continues to inspire a new generation of business leaders. Seher Farooq, Founder and CEO of XO Consultancy Dubai, is among the women shaping entrepreneurship in the UAE through creativity, adaptability, and a strong instinct for opportunity.

Since launching XO Consultancy in 2020 as a boutique hospitality marketing agency in Dubai, Seher has successfully expanded the company into a full-service marketing, PR, and communications agency in Dubai, working across hospitality, F&B, fashion, retail, lifestyle, and entertainment.

Under Seher’s leadership, XO has built a strong reputation as a creative marketing agency in Dubai, developing campaigns that go beyond conventional marketing and PR. By combining strategic storytelling, brand positioning, and memorable experiences, the consultancy has supported major launches including Amelia Dubai, Float, and Gatsby Dubai while building an extensive portfolio of prominent hospitality and lifestyle brands.

As a growing hospitality PR agency in Dubai and an F&B marketing agency, XO Consultancy has driven high-impact campaigns for a distinguished client roster including Voyage by Amelia, Zenon Dubai, ZEA, Monkey Bar and many more. Its portfolio also includes collaborations with Tatel, Totó, La Camera By Totó, Rodeo Drive Ibn Battuta Gate, Sur Dubai, Arrogante, Salvaje Dubai, Kaspia Dubai, Kiara Dubai, Bread Ahead, Gatsby Dubai, Amò at Via Toledo, Triple 7, Stella and Saya Brasserie.

Through this work, XO has continued strengthening its position within the UAE’s competitive hospitality marketing, restaurant PR and lifestyle communications landscape.

Seher’s forward-thinking approach has also earned significant industry recognition. XO Consultancy won Hospitality Digital Agency at the Pro Chef and Hospitality Awards 2025, while Seher has secured three consecutive listings in Caterer Middle East’s F&B PR Power List. These achievements further establish her among the notable marketing leaders and women entrepreneurs in the UAE.

Expanding the company’s cultural footprint, Seher launched XO Talent to represent artists, creators and public figures across the entertainment and media sectors. Recently, the platform signed Lailli and Alizey Mirza, stars of the Netflix show Desi Bling.

Beyond delivering campaigns, Seher has focused on developing a company culture centred on employee wellbeing, creativity and long-term growth. Through flexible working models designed to encourage productivity and innovation, she continues to build XO alongside her team.

Today, XO Consultancy operates as a full-service communications agency in Dubai, combining PR, digital marketing, social media, hospitality marketing, brand strategy and creative communications for brands across the UAE.

For Seher Farooq, redefining business is about building with conviction, identifying new opportunities, and developing an agile company that evolves with the industries it serves.