Sophie Roberts

I was hired to create the GTM strategy for an EdTech startup across MENA and later asked to take on Europe also.
I launched the online high school into both markets, achieving growth of 259% in the MENA region and exceeding all targets for the European market.

I created all campaigns across both regions, overseeing the design and performance marketing, as well assisting other markets international with their strategy and campaign execution.

Head of Marketing and Communications for a commercial company in the humanitarian sector.

Managing high-level partnerships with UNICEF, UNHCR, Emirates Red Crescent and others.

Overseeing design and communications for head office in Dubai and factory partner in Pakistan.

Marketing Strategy for education, training, events and food & beverage clients
Copywriting and content management for both SEO and brand awareness. Extremely adaptable and write regularly on finance, legal, tech, marketing, travel and sustainability.

Oversaw customer acquisition, retention and success for SaaS products (mainly focusing on UGC platform Chute)
Created blog, video, email and educational content for the platform to re-engage and educate users following our acquisition of the company
Co-ordinated top-tier customer calls for strategic brainstorming including Disney, Universal Orlando, The Ritz-Carlton, Wilson Sports and many more
Hosted best practice webinars for our customers each month focused on education and strategy
Worked with product development teams to improve customer experience and retention

Oversaw all strategic marketing plans and implementation for both companies in the group
Controlled the multi-million dollar marketing budgets for each brand as well as the strategic marketing plan and calendar for the company
Launched ‘Business in a Box’ product and Business Centre
Reduced contract spends on existing vendors by signing bulk deals
Implemented a new marketing automation software to manage the sales funnel more efficiently

Built and managed relationships with key industry partners for the ‘VirtuTeam’ program, including Etisalat, Aramex, KPMG, Google, Hertz, Shopify, Telr, Careem
Organized events for our partners to be connected to new business owners and other partners
Signed up media and channel partners for Virtuzone including incubator and accelerator programs

Took control of the marketing function for the business, implementing campaigns and making strategic decisions as a member of the senior management team
Employed and managed the design and marketing team members, revamping all content to increase engagement
Hired and directed external agencies for content strategy, SEO, web development, and PR
Created new brand guidelines to be implemented on all marketing materials to streamline the public image of the company
Planned and hosted educational events for startups and entrepreneurs increasing our customer base

• Solely responsible for transport & logistics portfolio of events including the largest rail event in the region, Middle East Rail
• Maintained key partnerships with government bodies including Dubai Trade, Federal Transport Authority - Land & Maritime, Ministry of Public Works, UAE & Dubai Customs
• Successfully launched a new logistics event securing key partnerships of local associations and trade bodies
• Launched the first rail focused career zone in partnership with the FTA
• Increased attendance by 70% and doubled the total revenue of Middle East Rail since 2014
• Responsible for managing marketing executives and research coordinators as part of my team
• Working closely with production and sales teams to ensure 360 marketing campaign