Marketing Manager
Kings' Education
Total years of experience :20 years, 5 Months
Currently heading up the marketing function for this prestigious group of premium British curriculum, K-13 schools with an overarching responsibility to drive stakeholder engagement, positioning Kings’ as the preferred educational choice, and supporting the group’s business goals. The group includes Kings’ School Dubai (The only school rated Outstanding by KHDA since inspections began), Kings’ School Al Barsha, Kings’ School Nad Al Sheba and Child’s Play Nursery.
• Developed and executed the annual marketing strategy for all three schools in collaboration with the Kings’ corporate team, with a focus on the Kings’ family of schools as well as individual school requirements and unique messaging in line with corporate growth and retention goals.
• Developed comprehensive strategic plans for individual stakeholder verticals to increase parental and community engagement levels, position Kings’ faculty as education thought leaders, and achieve commercial targets.
• Created an innovative marketing proposition to drive brand image and increase awareness of the Kings’ Education group and engage stakeholders through the rollout of a sustained tactical digital campaign using relevant social media channels (Facebook, Twitter, Instagram).
• Implemented a market research programme and competitive market review to analyse regional education sector landscape to identify opportunities for Kings’ Education and ensure that the company proposition and brand messaging remained relevant.
• Effectively led, developed and coached a compact marketing team to deliver impactful marketing activities.
• Acted as a brand ambassador by designing and implementing child and parent-centric marketing experiences, which were functional, yet managed to create a buzz, which resulted in dramatic spikes in social media activity.
• Worked closely with a select group of agencies to increase their understanding of the education sector in order to ensure delivery of more robust online and offline marketing campaigns
• Currently working on the setup of Pardot/Salesforce CRM with the aim of automating all aspects the marketing function including campaign management and reporting.
Contracted to set up American Express MENA’s Marketing hub, which was responsible for strategizing, developing and executing all B2B, B2C, and internal communication for 13 markets within the Middle East and North African region.
• Provided leadership and guidance to a team of 10, comprised of Heads of Departments, Communication Specialists, Analysts, Marketing Managers and Agency Staff whilst setting up a central Marketing hub aimed at delivering marketing campaigns that drove brand awareness, increased ROI and improved overall efficiency of campaign delivery.
• Adapted the annual communications calendar to reduce the volume and increase the quality of communications resulting in less spam mail to Card members.
• Carried out detailed monitoring and analysis of Social media conversations and trends in order to establish the effectiveness of Amex MENA’s brand strategy.
• Redrafted the Social Media and content strategies in order to align with Amex Global and current Social Media trends.
• Grew Social media following by 80 000 over a 6 month period through refined segmentation and targeting of prospective Card members.
• Redrafted the Social Media Policy in order to conform with Global and the Middle East Markets.
Worked on a newly developed research method which enables businesses to process online data (social, consumer, press and blogs, etc.) quickly and accurately, using a combination of highly intelligent computer algorithms and a crowd of human verification specialists - The result is valuable market intelligence that can be applied across many business drivers within an organisation.
KEY EVENTS: Shopper Smart Living, World Art Dubai, Dubai Food Carnival, Dubai International Boat Show, Dubai International Motor Show, GITEX Shopper, Gulfood Manufacturing, Future Tourism Summit, Dubai International Jewelry Week.
• Created, developed and executed extensive marketing campaigns that increased the profile of Dubai’s leading event management and conference facility organiser.
• Delivered an average of 23, 000 visitors per event, at the Middle East’s largest venue operator by working effectively with stakeholders to create unique experiences.
• Successfully managed teams of up to 15 per event including social media managers, photographers, PR, creatives, marketing assistants, and project managers.
• Formulated and oversaw all web, SEO/SEM, marketing database, email, social media and digital advertising campaigns designed to increase visitor engagement across all major platforms.
• Developed and sustained strong industry relationships with a range of external media agencies in order to ensure sufficient leverage across a portfolio of barter partners, product providers, and PR agencies.
• Contributed towards DWTC’s record breaking financial results for 2015.
• Successfully managed budgets in excess of AED 1m per show.
Drove innovative marketing solutions for multiple successful and well-known international brands ranging from high end luxury products to housing developments and fashion:
• Managed a range of initiatives including traditional and online marketing campaigns, driving excellence across B2B and B2C marketing exploits.
• Pivotal in driving brand and business development with the aim of building strong relationships and generating new business.
• Built comprehensive web-sites utilising SEO, SEO content production, user experience design and implementation and all levels of development and design.
• Successfully conducted search marketing using organic and paid marketing means.
• Conceptualized brand strategy and implemented in an efficient manner, using market research and marketing trends analysis.
• Successfully aided start-ups and established businesses in the formulation and management of their respective marketing plans.
Main areas of Study: Management, Marketing, Project Management, Brand Management, Economics, Law, HR, Financial Management, Psychology, Logistics, Communication, Accounting.
Main areas of Study: Personal Training, Nutrition, Human Movement Science, Kinesiology, Anatomy, Physiology, Coaching Science, Training in Different Environments, Group Facilitation.
Main areas of Study: Management, Accounting, Entrepreneurship, Business Planning, and Strategy