VP Marketing (Consultant)
Edify.ac
Total years of experience :13 years, 8 Months
• Established a dedicated marketing function and strategic roadmap to support Edify’s transition from start-up (series A) to Scale-up phase (Series B).
• Planned and executed the marketing and brand positioning strategy to support sector expansion from Higher Education to Enterprise Skill Training and Immersive Learning.
• Built and mentored a high-performing marketing team of 6, overseeing creative services, CRM, content, and web design.
• Implemented performance measurement infrastructure, including data analytics, ROI analysis, KPI tracking, and reporting, to enhance strategic insights and optimise campaign effectiveness.
• Increased marketing output and streamlined product marketing through implementing project management infrastructure (Atlassian) and cross-departmental collaboration.
• Initiated and implemented HubSpot Enterprise CRM, restructuring sales-marketing alignment, enhancing customer service, and enabling marketing automation.
• Led integrated marketing campaigns (Content & SEO, Social, Email, LinkedIn & PPC, CRM/retargeting) to boost prospect engagement and customer demand. This resulted in a 15%+ increase in marketing qualified leads (MQLs) and accelerated customer acquisition.
• Conceptualized and managed impactful branding and experiential marketing initiatives (Fireside Chats, global virtual events, trade shows, Expo 2020 demos), driving brand awareness and lead generation.
• Boosted visibility and website traffic through content marketing (SEO blogs, whitepapers, content partnerships, ) LinkedIn, and Google Ads.
• Conducted ongoing market research, providing actionable insights to the C-suite and board to adapt marketing strategies and maintain a competitive edge.
• Revamped the Groups marketing and business development structure, boosting media agency and client engagement across sub-brands (SENSE-R, Travel Audience, LG CTV).
• Launched a new CRM system, streamlining marketing/sales automation, lead generation, and funnel management for enhanced conversion.
• Led multi-channel branding and content marketing campaigns (print, video, web, social), increasing brand awareness and supporting Account Based Marketing and Sales strategy.
• Engaged 500+ media buyers and corporate clients through roadshows, workshops, and trade events, showcasing VR/AR solutions and driving adoption.
• Elevated brand and customer engagement with a strategic PR and thought leadership programs (SEO blog posts, articles, case study videos, LinkedIn pages).
• Developed strategic corporate communication materials and oversaw RFP/pitch process, securing RocketFules regional representation.
• As Head of Marketing, established the in-house marketing department, driving operational eficiency and strategic execution.
• Developed branding guidelines and digital strategies, increasing marketing-qualified leads (MQLs) by 50%+ year-over-year.
• Successfully launched six new product lines: managing events, workshops, and an integrated marketing communication strategy.
• Initiated and project-managed B2C eCommerce store launch, generating $200k+ revenue from excess inventory.
• Managed the marketing, operations and logistics of 30+ local and international launch events, workshops, teacher training, and trade shows.
• Managed government stakeholders and the collaboration (UAE Ministry of Education) to run partnership and co-branded events (Zaner-Bloser National Handwriting Contest).
• Managed external agencies and suppliers (PR, Creative design, SEO) and developed and mentored an in-house marketing team
• Provided marketing strategy consulting to SMEs, specializing in lead generation and brand awareness. Conducted market research, competitive analysis, and needs assessments to inform multi-channel strategies (website optimisation, CRM, SEO content, social, email, PR, paid ads, and events). Increased brand awareness by 30+ %, boosted qualified leads by 15%, generated 25% more website inquiries, and secured new client accounts.
• ASK International Security: Increased brand awareness by 30% (measured by website trafic and social engagement), leading to a 15% increase in qualified leads from event venues/ wedding organisers.
• GLDS-Content Marketing Agency: Developed an SEO-optimized content strategy by securing PR opportunities and driving organic trafic from top industry publications. This resulted in a 25% increase in website inquiries and 2 multi-client accounts signed within 6 months.
• Marron & Co.- Marketing Agency: Created the marketing strategy that drove UAE sales and brand awareness for Discover the World Marketing and associated brands by strategically engaging key UAE tour operators through tailored marcom campaigns and stakeholder management.
• Managed all B2B and B2C marketing and communications functions covering the GCC, overseeing an AED 1.2M annual budget under the Mezze Associates Ltd. Representation contract.
• Successfully launched the Key to Monaco VIP membership program aimed at High-Net Worth Individuals in the GCC and reached a member base of 200+ in 3 months, 30% over target.
• Developed partnerships and afiliate marketing campaigns with key Luxury Consumer Goods and Travel brands, directly increasing brand exposure and savings on paid advertising.
• Assessed market conditions for new opportunities and spearheaded the development of the outbound MICE segment through targeted travel trade marketing campaigns and corporate partnerships.