Every start-up has a story. The Loop's story began when Rachel Lloyd and I worked together in the education sector.We were looking to outsource content, PR, media buying and design projects to companies that could understand our brand, tone of voice and house style. Our choice was the big bucks agencies, or the solo marketers, wordsmiths and designers.So, we decided to close that loop and started The Loop, an integrated marketing, communications and PR agency. The Loop’s USP is providing the full spectrum of tailor-made services and flexible solutions for your marketing, communications and PR needs. Working with small businesses, education institutions and not-for-profit organisations, we are an outsourced marketing, communications and PR products and services, provider. We understand clients' needs to provide customised, flexible and economical solutions. From idea generation to content development, visuals and design that tell your brand story to production and distribution, we will close the loop to enhance your business potential. With a combined two decades of experience within the UAE, we know both the market and the customers. Let’s talk about your products and business needs.Drop us a line at info@the-loop.me or call 050-2277301/055-8871018

I took a sabbatical to travel and lived in three different places in the nine months. During the time, I worked on marketing, communications, branding, writing and editing assignments for clients in all three locations. Projects included a digital campaign for a large scale IT event, consultancy on customer retention for a legal firm and development of marketing collateral for an education provider.

Marketing and Communications was the first link in the chain of the student recruitment process. My work included: -Raising brand awareness and enhancing brand reputation through positive PR and Marcoms.-Generating a large pool of student enquiries through advertising, promotion, news in the media, events, school links, social media and other marketing communications initiatives. To achieve the above two successfully, I did the following:- Used target audience segmentation, product analysis and past enrolment trends to develop strategic marketing communications plans. - Analysed web visitor trends and used SEO to drive more traffic to the website. For social media, worked on customer engagement through regular campaigns and tracked leads for future planning. - Developed and maintained media networks for favourable coverage of CUD, writing and dispatching regular news stories. - Developed marketing collateral, both online and offline. This included content, design and production, and dealing with vendors through the process. - Helped organise events and develop school networks.- Wrote content for all advertising and bought suitable media with the aim of the best return on investment - Supervised the customer services unit, tracking conversions of leads to applications. My key achievements in the role include:- Developed and launched a new all-device-friendly website with new editorial and visual content, brand adherent aesthetics and an improved customer journey. - Formed a Customer Service unit to track and manage student leads, providing a steer for marketing planning and a clearer picture of the return on investment. - Introduced new digital marketing initiatives, including social media channels Instagram and Snap chat, leading to enhanced brand recognition in the 16-24 age group. - Increased the CUD media mentions by 70% in two years, releasing an average of twelve news stories every month.

My job included but was not limited to:- Creating and delivering marketing and communications to increase student numbers. - Target audience segmentation and customisation of marketing and communications. - Analysis and supervision of the student recruitment process to improve conversion at every point. - Strategic and cost-effective online and offline media buying.- Development and maintenance of media networks and regular creation and dispatch of news stories.- Content, design, development and production of marketing collateral. - Website content and design management. - Initiation and supervision of social media channels. My key achievements at UOWD included:- Developed and implemented strategic marketing initiatives, contributing to the UOWD brand being widely and instantly recognised and substantial growth in student numbers during 2008-2014. My work included creating the still used tagline: ‘UOWD - Your Australian University in Dubai’. - Segregated the student recruitment cycle into enquiries-applications-enrolments and developed conversion strategies for each stage. - Initiated and developed innovative and cost-efficient ideas like branding University buses, using the web address on all marketing materials as the primary point of contact, LiveChat function on the website, initiating electronic advertising and social media marketing, one of the first higher education institutions to do so in the year 2008 in the UAE. - Led teams to conceptualise and deliver memorable high profile events throughout 2013 for UOWD’s 20th anniversary.

I was responsible for the communications function across all British offices in Pakistan. My job included:- Raising awareness of the British Council and its services like UK exams, Education UK, training, arts and cultural activities. The stress was on being accessible online in the absence of formerly popular libraries and teaching centres. - Website development with new initiatives like chat sessions. Management of web content and safeguard of visual brand henceforth. - Development and management of media networks, with a constant flow of interesting news items to the local media channels. - Editorship, content, design coordination and production of the British Council newsletter. - Providing consultancy to different departments across offices on communications related to their area.- Event management, post-January 2006, when British Council opened for selected events. - Providing communications training to staff across offices. My key achievements included:- Built and developed networks with print and electronic national and international media in Pakistan, resulting in the highest ever (800) media mentions of British Council Pakistan in 2006. • In 2004, helped launch the British Council website with new content and customer engagement initiatives like chat room sessions with Pakistani celebrities with UK connections and prominent British-Pakistanis. • Launched the national news magazine of British Council Pakistan and initiated a successful marketing campaign to sell advertising space. • Developed network with the Commonwealth Press Union to provide regular British Council-led skill development opportunities for Pakistani media personnel.• Organized events across British council offices. These included media networking, alumni and training events.

IFRC, ICRC and PRCS jointly funded my position. I was, therefore, looking after areas covered by the mandate of all three organisations, acting as the principal communications contact for local and regional offices. My job included:- Media relations development and management. Regular writing and contribution of news stories to keep the Red Cross brand in the public eye. - Crisis communications post 9/11. - Content, design management and production of the Red Cross newsletter. - Working with the Ministry of Education to include the Red Cross History and mandate in the curriculum. - Provide communications consultancy to various Red Cross offices across the country and create and run campaigns for different aspects of Recruitment Cross work like blood donation, health centres, first aid, post-disaster assistance etc. - Regular contribution of news stories to the IFRC website. These were used to raise awareness of disaster and health issues for fundraising purposes.- Event management and acting as Red Cross representative to the media. My key achievements included:- Developed media networks, gaining optimum coverage for PRCS. • Organized various successful events such as the World Red Cross Day and the South Asian launch of the World Disasters Report. • Successfully negotiated with the Ministry of Education to include the Red Cross movement text in the school curriculum. • Edited and produced the PRCS magazine and contributed news articles for the IFRC website.