Rumman Abbasi Email & Phone Number

Melbourne, VIC, AU

Melbourne, Victoria, Australia

Melbourne, Victoria, Australia

• IDP Education is the co-owner of the IELTS English language test and runs the world’s largest network of student placement services. At IDP, I developed and executed content plans to drive organic traffic and growth.
• Spearheaded the IDP evergreen content backbone project, developing a six-stage customer journey, auditing 12,000+ pages across 35 websites, and mapping 372 content gaps into a comprehensive roadmap.
• Led the UX content development for New IDP.com to optimise and unify the overall student experience across all stages of the user journey.
• Strategised the development and rollout of IDP subject pages, resulting in a 211% increase in page views (from 132k to 411k) and 355% surge in on-page conversions (from 741 to 3,373).
• Strategised the IELTS ie3 editorial framework in my first week at IDP. Developed and published 60+ high-performance articles which continue driving traffic and conversions.
• Developed and implemented the web content for the IELTS SDS campaign, resulting in six high-impact articles that generated over 328,000 page views and up to 2,500 conversions.

Canberra, Australia

Goodwin is Canberra’s largest and longest-serving local aged care provider. In my role at Goodwin, I was responsible for planning and executing online and offline content and campaigns to promote the company’s three core services – retirement living villages, nursing homes and in-home care support.

Singapore

A multidimensional role that entailed copy and concept development, leading the in-house creative department, liaising with vendors and suppliers, project management and client servicing. Major projects: Handled internal communications for a leading MNC client, where I coordinated with multiple stakeholders across six countries to gather content and write.

Dubai And Doha

As the lead copywriter of a small team, I was mostly involved in pitch work. Major clients: TDIC, Ducab, Dubal, HIPA, Ras Gas, Qatar Friendship Fund, Katara, ictQATAR

Singapore

Lead Copywriter for Cold Storage, OSIM, BEST Denki and Fujitsu. Churned out a number of clutter-breaking TV, radio, print, POS, online, digital and interactive concepts and strategies.

Freelance

Offered consultancy (brand ideation, big idea development, concept and copywriting services) on project-to-project basis. Worked in a temporary role with Sparkfury Creative Consultants from June – Aug’11. Part of the team that won the pitch for the Joint Engineering Campaign (sponsored by the 5 major polytechnics of Singapore)

Singapore

Spearheaded several pitch campaigns and worked on a variety of local and multinational brands. Won the SMRT account for the agency.Major clients: Manulife Financial, SMRT, Vespa, Loacker, Pioneer, Phoenix Communications, etc.

Singapore

Launched a 360-degree campaign for the Sharp Aquos Quattron’s breakthrough RGB+Y technology, which till date maintains visible presence in Singapore.Major clients: Sharp, Fujifilm, Traffic Police, National Environment Agency, etc.

Pakistan

Learned my trade here, and went to produce a number of clutter-breaking campaigns. Worked on a variety of leading international brands including Caltex (Chevron), PIA, Western Union, Descon, Allied Bank, Colgate Palmolive, USAID and PRIDE. Worked in collaboration with Howard Delafied International (USA) to develop a health brand for PRIDE’s Emergency.

Mba, Marketing

Bsc (Hons), Business Administration