Georgina Woollams-Edwards

As the Founder and Managing Director of Katch International, Georgina Woollams-Edwards boasts over 20 years of extensive experience in public relations, marketing, and communications across the GCC, MENA, and international markets. Her diverse portfolio spans various industries, including F&B, fashion, lifestyle, travel, hospitality, and corporate management. Georgie’s proven expertise lies in assessing a brand's current reputation and designing tailored communications strategies that align with specific goals. She has been instrumental in leading the communications of several restaurant brands from concept to post-opening, including notable projects such as Tree House, the Hilton Dubai Palm Jumeirah’s food and beverage portfolio, Andaz, Pierre Hermé, Cavalli Café in Beirut, Cirque le Soir in Shanghai, and Lewis Hamilton's Neat Burger in the UK and US markets. Additionally, she has successfully launched a series of five-star hotels, including Atlantis the Royal, Banyan Tree Dubai, Mett Marbella, and several properties under the Marriott and Four Seasons umbrellas. With a strong focus on culture over strategy, Georgie collaborates with clients to localise content and ensure their storytelling is relevant and resonant. Since founding Katch International 15 years ago, she has transformed the business from a two-person agency in London in 2010 to a thriving multicultural office headquartered in Dubai. Under her leadership, the agency has managed the launches of numerous local, regional, and international brands, collaborating with clients from Russia, Shanghai, Lebanon, Saudi Arabia, the UAE, France, the UK, and beyond. Katch's past and present portfolio includes prestigious names like Michelin, UAE Restaurant Group, Fundamental, Sunset Hospitality, Accor, Marriott, and Four Seasons. Additionally, Georgie is passionate about supporting working mothers and is the founder of CIC Mum Love, a company dedicated to changing the ways mothers navigate the transition from becoming a mum to returning to work. She empowers women in the workplace, and is a firm believer in inclusivity and understanding in both personal and professional realms. Georgie expertly blends creativity with empathy, creating genuine partnerships with the brands she works with. She believes PR is most powerful when it feels authentic, when stories are told with heart, and when relationships are built on trust. This approach has shaped Katch International into a trusted partner for businesses navigating an ever-changing market, helping clients not just to be seen, but to be remembered.