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British CouncilSenior Marketing Manager, Exams, Schools and Higher Education
Sep. 2023Dubai, United Arab Emirates
British CouncilSenior Marketing Manager, New Products
Jun. 2022 - Jan. 2024Dubai, United Arab EmiratesLead on market exploration, strategy development and MVP launch of innovative, technology-driven new products for British Council English and assessment.
British CouncilSenior Marketing Manager, Global IELTS Marketing, British Council
Jun. 2019 - Nov. 2022Dubai, United Arab Emirates• Responsible for the effective management of 7 major regions.
• Created and implemented a global IELTS marketing strategy retaining the competitive edge, achieving business targets as well as exceeding in top 10 markets.
• Providing high quality market intelligence, research and analysis, monitoring trends in student mobility, destination market regulations and the operation of competitors.
• Leading research with external partners, identifying potential new product development and management extending to managing portfolio of IELTS driving conversions and generating revenue.
• Partnering with external stakeholders to enhance British Council IELTS proposition and offers, including launching two new partner offers and reworking the flagship offer.
British CouncilHead of Marketing
May. 2018 - Jun. 2019Dubai, United Arab Emirates• Fully accountable for the marketing strategy for Exams, English teaching and education, society and arts in the UAE, Qatar and Oman.
• Created annual marketing plans and budgets exceeding volume targets for Gulf South exams and English.
• Responsible for overseeing SEM social media and traditional marketing campaigns, driving sales and customer engagement, achieving improved CTR and conversions.
• Developed strategies to incorporate PR and media, enhancing brand awareness and engagement.
• Provided management and leadership of a diverse team in UAE, Qatar and Oman.
British CouncilHead Exams Marketing
Apr. 2013 - Mar. 2018Pakistan• Achieved marketing and volume targets for IELTS and Board Exams (Cambridge, ACCA and others) nationally across Pakistan.
• Increased British Council IELTS’s market share from 51% to 63% and expanded geographical presence within Pakistan from 3 cities to 7.
• Implemented a holistic marketing strategy building brand awareness and engagement and driving conversions among key target segments as well as launched and improved a first always on SEM campaign.
• Initiated and conducted a successful and effective joint promotion scholarship campaign with Pakistan’s major telecom brand, Ufone. • Created and launched a new global product, the ‘Your World’ video competition for O and A level students; now a major annual event for schools across the globe.
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