As a Digital Marketing and Communication Manager I have developed 360 marketing strategy and implemented it across multiple marketing channels shifting more toward digital increasing student enrollment applications, online engagement and overall brand awareness.
• Undertook brand uplift project in order to reinforce brand awareness and strengthen brand equity. The project included: stakeholders’ interviews, main personas identification, market research & competitors benchmarking, brand vision architecture re-built, brand touch points definition and new brand guidelines development
• Undertook new website development project starting from RFT process, project brief and vendor selection to completing the project by launching the new responsive website that conforms to the global digital standards. The project included: information architecture, wireframes & web design reviews, UX and UI testing, beta testing of front-end and back-end, fixing the bugs and releasing new builds, content deck development, in-house editors training, SEO optimization
• Successfully launched new responsive website immediately lifting unique visitors up by 20% (mobile devices) and average session time by 30% (desktop & mobile)
• Managed the marketing budget and executed the marketing plans to support business objectives
• Created the concepts and planned the integrated campaigns across different channels in EN, RU, AR languages on Facebook, Instagram, LinkedIn, Google AdWords PPC, Display Ads, E-Mail, third party online platforms and print/magazine publications
• Managed development of campaign dedicated landing pages for better user experience and leads generation
• Launched and managed brand-new targeted marketing campaign increasing the lead generation by 200% YOY
• Optimized campaigns’ performance according to defined KPI’s by utilizing best industry practices.
• Utilized data analytics, evaluated the results, reported on key metrics and applied predictive modelling to optimize further campaigns, shifting the lead generation from quantity to quality.
• Introduced and rolled out the new brand guidelines achieving brand marketing compliance in the design of editorial, advertisements and marketing materials, including new brochures, flyers, roll-up banners, catalogues, print and online ads, student year book, presentation templates, giveaways, etc.
• Directed the concept, logistics and execution of new video and photo shooting
• Activated new strategic partnership with online and offline partners as: educations.com, topMBA.com, topuniversities.com, Emirates Education magazine, Hotelier Middle East
• Managed the events marketing: online advertising, emails blast, printed materials, presentation design and social media stream, photo and video shooting.
• Built and maintained brand social media presence increasing followership and online engagement. Increased the number of followers by 30%. Enhanced the level of engagement per post by 45%. Grew the number of YouTube subscribers by 50%.
• Facilitated PR distribution and magazine publications (online & offline).
• Collaborated with business development and enrollment team to ensure company-wide branding consistency for user’s online and offline experience.
• Led and motivated a team of 2 to achieve the brand and digital strategy objectives.
• Built up mutually beneficial relationships with media publishers, digital agencies, and other partners.