Alexandra Blum joined FRHI Hotels & Resorts in 2004, and is vice president of global public relations and partnerships. Throughout her tenure at FRHI, Blum has created lasting global partnerships with world class brands such as Moet Hennessy, BMW, Universal Music, Rimowa, American Express and Abbey Road Studios as well as developed a strategic communications framework supporting Fairmont, Raffles and Swissôtel global brand priorities. In her current role, Blum is responsible for developing and leading the company’s global public relations strategy, including crisis communications, strategic content development and stakeholder relations and has complete oversight of FRHI’s external communications activity for its brands. She also provides leadership, guidance, and direction to FRHI’s 110 hotels, regional and corporate PR and partnership teams. Blum has more than 20 years of media, sales and marketing related experience, including work in publishing, new business development, lifestyle partnerships, and advertising. Blum holds an Honours Bachelor of Arts from Ontario’s McMaster University, is a graduate of the business program at Ryerson University, Toronto, and holds an MBA from the Richard Ivey School of Business at the University of Western Ontario.