Guy Chapman Email & Phone Number

I provide strategic support to brands including Aviva, Booking.com, Cambridge University Press & Assessment and Tesco, focusing on proposition development and brand and marketing strategy.

In this commercially-focused product leadership role I was responsible for the strategic direction of the schools sector in the newly-merged English business of Cambridge Assessment and Cambridge University Press. The schools sector was our largest market segment, generating multi-million pound annual revenue. I built the global strategy for the sector, and led a team of 70 product managers and product owners who develop assessment products and publish learning materials to help school students learn English and prove their skills to the world.

Cambridge, United Kingdom

In this role I was responsible for the strategic direction of the schools sector business at Cambridge English, the world’s leading provider of English language testing. I developed and embedded the global strategy for the sector across our international network, and led a team of product managers who developed our product portfolio for school-age learners and their teachers. I was responsible for marketing and communications strategy for my sector, and led Cambridge English’s Market and Customer Insight team, who carry out large-scale market research projects, customer insight activities and competitor analysis for the wider organisation.

I provided strategic leadership for the following teams at the world’s largest provider of international education programmes and qualifications for 5 to 19 year olds: • Digital and New Services: developing our online platforms and creating new support services for our schools• Marcomms: responsible for brand, international marketing and communications, global PR, media relations, crisis comms, publications and internal communications • Customer Support: registering new customers and supporting over 10,000 existing Cambridge schools in 160 countries• CRM: maintaining and analysing data on existing and prospective customers, to inform sales and marketing activities. I also led the introduction of a new CRM platform for use across the business.

I spent 11 years with the British Council, the UK’s international organisation for cultural relations and educational opportunities, in a range of postings in MENA and Central Asia. I worked across the three main activity streams of English, Arts, and Education and Society, but focused primarily on income-generating English and Examinations businesses. In my final posting as Director Erbil in Iraq, I was responsible for our English teaching centre, English projects work and our Examinations portfolio across Iraq. In earlier postings, in Lebanon, Jordan, Saudi Arabia and Kazakhstan, I had a range of business development responsibilities, managing teaching centres and corporate training programmes, with P&L accountability and challenging income and impact targets to meet. In all these roles I represented the organisation to a range of external stakeholders, including the British Embassy, government ministries, academic institutions and commercial partners.

London, United Kingdom

• Built productive relationships with clients, ensuring retention of business, and with internal stakeholders, ensuring projects were delivered on time and to budget • Worked across all media: TV, radio, cinema, outdoor, press, online, BTL, sales promotion • Managed all stages of advertising production process, from strategy development to end-of-project evaluation, leading multi-disciplinary teams in a pressurised environment • Managed large-scale international projects for clients including Canon and MasterCard, leading dispersed virtual teams across Europe

Executive Mba

Postgraduate Certificate, Education Studies

Ma, English Studies

Ba, Modern Languages (French And Spanish)

Professional Diploma In Marketing