Aces of Space has announced the appointment of Rohma Theunissen as its new Brand Strategy Director, further strengthening the agency’s positioning as a global design and branding consultancy spanning strategy, identity, and experience design.
In her new role, Theunissen will oversee strategic development across the agency’s client portfolio, with a focus on brand positioning, storytelling, customer experience, and sustainable brand growth. She will also collaborate closely with the creative teams to enhance Aces of Space’s integrated consultancy capabilities.
Theunissen joins the company with over 15 years of experience across luxury fashion, hospitality, retail, and editorial sectors. Prior to joining Aces of Space, she was part of the pre-opening leadership team at Mandarin Oriental Hotel Group, contributing to the launch strategy, communications, partnerships, and positioning for Mandarin Oriental Downtown Dubai.
Her professional background includes working with globally recognised brands and platforms such as NET-A-PORTER, Harvey Nichols, Giorgio Armani, Carolina Herrera, Virgin, Business of Fashion, and Harper’s BAZAAR across Dubai and New York.
Throughout her career, Theunissen has developed expertise in strategic brand building through cultural insights, audience understanding, positioning, and storytelling. Her experience spans communications, brand development, and customer engagement, particularly within the evolving luxury and lifestyle sectors.
“Rohma brings a rare combination of strategic intelligence, cultural awareness and creative instinct,” said Babs Van Hassel, Co-Founder & Head of Accounts at Aces of Space. “As the agency continues expanding its consultancy offering, it was important to bring in someone who understands how brands are built beyond aesthetics alone — from positioning and perception to experience and long-term resonance. Her background across luxury hospitality, fashion, retail, and editorial reflects the multidimensional thinking that increasingly defines the future of brand building.”
The appointment aligns with Aces of Space’s broader vision of building a more integrated and human-centric consultancy model that combines strategy, communications, identity, guest experience, and cultural relevance into a unified brand ecosystem.
Commenting on her appointment, Theunissen said, “The opportunity at Aces of Space is to help shape a consultancy model that looks beyond what brands need today, and instead focuses on what they will need to remain relevant tomorrow.”
She added, “Consumer expectations are evolving rapidly and brands can no longer rely on visibility or aesthetics alone. The future of brand building lies in creating connected, experience-led ecosystems where strategy, culture, storytelling, and customer experience intuitively converge. I’m excited to be part of building that next chapter at Aces of Space.”
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