Holly is the Director of the Red Sea Souk, the annual film and project market running alongside the Red Sea International Film Festival and under the management of the Red Sea Film Foundation, an independent non-profit organisation committed to fostering the film sector in Saudi Arabia, the Arab world, Asia and Africa. The Foundation's flagship initiatives, the Red Sea Fund, Labs, Souk and Festival, aim to champion and support filmmakers in bringing their visions to life and to a global stage.