The CEO of Falcon & Associates is one of the UAE’s most influential Brits, having headed the PR and image consultancy for Dubai government since her company’s establishment in 2009 by Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

Pettyfer hsa been responsible of shaping and representing Dubai’s image through the advisory company, which aims to positively influence views of Dubai regional and globally. She had previously been the head of communications for the International Olympic Committee and head of corporate communications for the Jordan Grand Prix. She also worked on Dubai’s bids to host the Olympic Games in 2020, as well as its winning bid for the World Expo. Pettyfer is a graduate of the University of Cambridge.