Ellie Keene is the CEO and Founder of KeenePR, a vibrant F&B and lifestyle public relations (PR) agency based in Dubai. With years of experience across multiple industries and a unique journey from London to Dubai, Ellie has successfully carved a niche for herself in the competitive PR world. Her story is one of creativity, resilience, and bold decisions, inspiring others to embrace risks and follow their passion. At EliteX, we are proud to have Ellie Keene as part of the edition: Transformational Businesswomen: Making A Difference, 2024.
Ellie Keene | CEO and Founder | KeenePR
Ellie’s career started in London’s entertainment industry right after she graduated from university. She worked on high-profile projects, including some of the UK’s most beloved TV shows like Downton Abbey, alongside blockbusters from Disney, HBO, and Universal. At the time, she found the fast-paced nature of the industry and its demanding hours challenging. She wasn’t initially sure if PR was the right career for her. However, Ellie quickly realized that her love for people, creativity, and sociability aligned perfectly with the dynamic nature of PR. After gaining experience across various agencies in London—ranging from consumer PR to personal PR—Ellie decided it was time for a new adventure. At just 25 years old, she took a leap of faith and relocated to Dubai. “It was sort of a now-or-never moment,” she recalls. Ellie soon landed several job offers, and after a brief stint at an agency, she transitioned to an in-house role as a nightlife PR manager, eventually becoming the Head of PR.
“I don’t mind when or where you work, as long as the job gets done. If you want to work from the beach, that’s fine by me.”
The nightlife PR scene in Dubai was demanding. The job often required her to party with journalists late into the night and still show up bright-eyed and energetic the next day. But after several years of working in-house, Ellie realized she had built the relationships and media connections necessary to strike out on her own. In 2019, she launched KeenePR, determined to create a business with the flexibility and values she found essential. Starting a new business in 2019 wasn’t easy—especially with the global pandemic hitting soon after. For Ellie, the early days were tough, as clients were hard to come by in the uncertain environment. However, once the world began to recover, KeenePR quickly gained momentum. Today, five years later, Ellie leads a team of five professionals and serves over 20 clients, including prestigious global brands such as Costa, Pret, and Hilton.
Ellie’s leadership philosophy centers on work-life balance—something she is deeply passionate about. “I always tell my team that I don’t mind when or where they do the work, as long as it gets done,” she says. At KeenePR, the working hours are 10 a.m. to 5 p.m., giving employees the flexibility to fit in exercise, sleep, or personal time. Whether her team members prefer working from the beach or at home, Ellie encourages them to work smart, not hard, and she carefully manages workloads to avoid burnout. She takes pride in fostering a positive and empowering culture within her team. Salaries are regularly reviewed, and promotions are given to ensure employees feel valued and motivated to grow with the business. With only two mandatory days in the office, Ellie also encourages her team to switch off emails after hours and on weekends, promoting a healthy separation between work and personal life.
When Ellie first moved to Dubai, she encountered misconceptions about the treatment of women in the region. However, her experience turned out to be quite the opposite. “Women in Dubai are encouraged to spread their wings, pursue their passions, and become business owners,” she notes. In fact, she finds the PR industry in Dubai to be female-dominated, with agency owners actively supporting and uplifting one another. Ellie also faced a pivotal moment when she had to decide whether to remain a freelancer or build a team. Hiring her first staff member was a daunting step, but Ellie took the plunge. It turned out to be the right decision, as she now leads a growing team of talented professionals who consistently exceed expectations. Like many entrepreneurs, Ellie has had to navigate the ups and downs of business. “The world of PR can be unstable,” she explains. Clients may come and go, and some projects might be short-term, leading to fluctuating income. To stay prepared, Ellie ensures that cash reserves are available for emergencies, keeping the business steady during quieter periods. This financial discipline has been key to KeenePR’s success.
“Our motto is ‘under promise, over deliver.’ We believe in being realistic and honest, ensuring no one’s time is wasted.”
Ellie understands the importance of staying on top of industry trends to keep her agency competitive. At KeenePR, the team closely monitors viral PR stunts and social media trends, brainstorming creative ways to align these ideas with their clients’ goals. They prioritize innovative and impactful strategies over outdated practices, such as lengthy press releases, and believe in the principle of “under promise, over deliver.” When asked what advice she has for women entrepreneurs, Ellie emphasizes the importance of taking risks and following one’s passion. “Be brave. If it doesn’t work, there will be other jobs. It’s never game over,” she says. Ellie encourages aspiring businesswomen to persevere through challenges and treat every obstacle as a valuable learning opportunity.
Looking ahead, Ellie is optimistic about the future for women in business, particularly in Dubai. She anticipates that more female-led agencies will emerge, with women continuing to support and inspire one another’s success. Ellie’s approach to decision-making is rooted in her intuition and values. She credits her father’s advice to “go with your gut,” which has guided her through many tough decisions. For Ellie, trusting her instincts has been crucial, helping her navigate both personal and professional crossroads.
KeenePR’s ability to compete with larger agencies and secure major global accounts is a source of pride for Ellie. Working with well-known brands like Costa, Pret, and Hilton excites her and motivates her team to continue pushing boundaries. Ellie believes that small agencies like hers can achieve remarkable success with the right mindset, creativity, and determination. Ellie Keene’s journey from London’s entertainment scene to founding a thriving PR agency in Dubai is a testament to the power of courage, creativity, and resilience. Her story reflects not only her passion for PR but also her dedication to building a business that values people, embraces innovation, and supports work-life balance. As Ellie and her team continue to grow, KeenePR is poised to make an even bigger impact in the industry, proving that small teams with big dreams can achieve extraordinary things.
For aspiring entrepreneurs and business leaders, Ellie’s advice is simple: “Go for it. Be brave.” Her journey demonstrates that with the right mindset, passion, and support, there are no limits to what one can achieve.
“There’s no reason why you can’t get where you want in this world—just focus, take risks, and enjoy the process.”
