Senior Marketing and Communications Professional with over 20 years extensive experience in strategic marketing, brand development and brand management in the UK and Middle East.

Reporting to the CEO and leading a team of 8 direct reports, responsible for providing marketing leadership, ensuring efficient and effective marketing processes throughout the group – encompassing 18 schools, 20,000 pupils and 4,000 staff – and maximising the commercial performance and market presence of Aldar Academies in growing market share within the private schools’ sector in Abu Dhabi and Al Ain. Key Achievements:Increased student registrations and improved brand recognition by completely rebranding the Aldar Academies portfolio of schools; resulting in total market domination in the region.Successfully collaborated with the four-person senior leadership team to negotiate and win the prestigious contract for providing the management and operations for four ADNOC and seven ADEK schools - resulted in substantial increase in pupil numbers and a corresponding increase in net revenue.Raised brand awareness and marketing shout by implementing creative advertising campaigns coupled with excellent working relationships with the national media, leading to higher than average levels of (free) national media coverage over the competitors. Tripled the yearly website visitors by leading, directing and managing the revamping of the group website and eight school websites incorporating the latest digital technology, customer centricity and social media compliance. Secured sponsorship with local businesses – HSBC, NBAD, Etihad Airways, Mubadala, Ferrari World and others.Led the team to develop marketing campaigns utilising the full range of media platforms including radio (using actual students), outdoor, print ads, and digital; resulting in increased consumer awareness of the brand, optimised online presence and the further development personal and social connections with relevant audiences.Directed and supported large scale Academy wide events with over 4000 attendees with branding, promotion, budgeting and planning leading to recognition in national media.

A senior member of the marketing team, responsible for managing innovative and creative marketing campaigns to drive organisational growth in line with the business goals and objectives. Providing guidance and leadership to a team of 16 employees.Key Achievements:Spearheaded the rebranding of the entire business resulting in:A highly acclaimed and recognised brand that generated significant media coverage, resulting in market leadership.Internal campaigns through intranet and other internal media about the new identity leading to higher levels of employee motivation, engagement and alignment.Notable Branding projects completed include:Aldar PropertiesFerrari World.Yas Island Hotel.Yas Links Golf Course.Exclusively and independently led the pioneering photoshoot (in South Africa, Milan & Miami) to enhance Aldar Properties’ image and video library for use in promotional campaigns for all assets of the business. Established Aldar Properties as a major player in the region and as the leading property developer in Abu Dhabi by leading the project and project team to produce a TV commercial reflecting the brand of Aldar Properties and its close links to the people of Abu Dhabi and to the local culture and heritage.

Reported to the Marketing Director and the CEO, with 2 direct reports, responsible for creating the design and interface of the streaming music interface on Sky TV and the on-screen visual imagery for over 40 music channels. Key Achievements:Substantially increased market share.Achieved subscriber retention rates higher than average industry timespans.Developed one of the first websites with online music streaming.Increased employee productivity, boosted employee engagement and improved employee retention & attraction through introducing and implementing organisational employee-friendly branding throughout the office environment of the business.