I am a multilingual (English, German, Arabic, Italian) Content Strategist specialising in video, blog, email, webinar, ebook and social media marketing.
A YouTube Partner with 190,000 subscribers and over 5 million views (in addition to 70,000 'likes' on the Facebook page), I have proven my ability to identify my audience's needs and wants and to create targeted and engaging high quality content that delivers results.
Previously a manager at Royal Holloway University of London, in my last role I was the deputy director of the International Office and the head of International Student Recruitment.
Over the course of my career, I have gained excellent transferable skills and know-how relating to the management of staff, budgets, operations, projects, events, customer relations and communication.
After starting a family and moving to Italy, I decided to take the leap and pursue my online projects. In 2016, I set up a content market platform via which universities could market themselves to prospective international students through storytelling and in-depth 'how-to' articles.
Being target-oriented and result-driven, in 2017 I decided to pivot into video marketing and to 'set up shop' where my target audience was present in very large numbers: YouTube.
I am now looking to make a difference within a dynamic and forward-looking organisation by bringing in my professional experience, transferable skills, international background, entrepreneurial drive and creative approach.
May 2017 - Present
A YouTube Partner, I have built from scratch a YouTube channel offering online tutorials to learners of English based in the Middle East and North Africa. The channel has 145,000 subscribers and 4 million views, in addition to the 70,000 followers of the Facebook page (as of 1/3/2019). My video marketing expertise includes:
Identifying the content needs of the target audience
Keyword research and SEO strategy
Content planning and implementation
Writing effective video scripts
Video production: Recording, lighting, post-production editing (Adobe Premiere CC)
Content schedule and promotion on social media
June 2015 - Present
My first online project was a content marketing platform I had set up to connect UK-based universities with potential students. Through this I have gained experience in:
Creating new websites and landing pages (WordPress, Wix)
Site content, design, architecture and navigation
Content strategy, planning and implementation
Copywriting, ghostwriting and editing of short and long articles
Writing and publishing ebooks
Identifying and attracting guest contributors
Hiring and managing a multi-location team of virtual freelancers
Commissioning bespoke images and logos
Promotion of blog posts on Twitter and in Facebook groups
Seeking B2B partnerships for link-building
Using web analytics to inform and drive content strategy
2006 - Present
Prior to pursuing my online projects, I worked at the University of London and held over the course of 8 years a number of roles focused on international marketing and business development. My transferable skills and experience include:
Assessing the potential of existing and new markets
Planning and implementing annual marketing activities
Identifying, nurturing and converting new leads
Attending roadshows, business meetings and conferences
Building relationships with existing and new clients
Identifying potential partnerships, partaking in negotiations
Using analytics to measure the outcome of activities, determine strategies crucial for business growth and ensure data-driven decision-making
LEADERSHIP & MANAGEMENT
July 2008 - Present
Throughout my career, I have enjoyed continued progression in grade and level of responsibility. Securing my first managerial position in 2008, I have experience in:
Running a department
Providing leadership, developing a team and ensuring a conducive work environment
Line-management and performance appraisals
Recruitment and selection of staff
Making resource bids, and managing funds and resources
Streamlining of operations and processes
Change and project management
Accountability to senior management
BA (HONS) EUROPEAN STUDIES, UNIVERSITY OF LONDON
Sept 2000 - June 2003
MASTERS POLITICS & INTERNATIONAL RELATION, UNIVERSITY OF LONDON
Sept 2004 - Sept 2006
DIPLOMA IN DIGITAL MARKETING,
CHARTERED INSTITUTE OF MARKETING
September 2011 - June 2012
I pursued this digital marketing diploma after taking on the role of head of International Student Recruitment. My aim was to learn about online tactics that could potentially replace resource-intensive, traditional marketing activities.
BA (HONS) EUROPEAN STUDIES,
UNIVERSITY OF LONDON
September 2000 - June 2003
After finishing senior school in Germany, I took a bachelor honours degree in the UK, majoring in the History and Politics of the European Union, and graduating with first-class honours.
MSC POLITICS & INTERNATIONAL RELATIONS, UNIVERSITY OF LONDON
September 2004 - September 2006
Working full-time, I completed with distinction a master's degree, majoring in Global Politics and the International Political & Legal System.
DIPLOMA IN PROFESSIONAL MARKETING,
CHARTERED INSTITUTE OF MARKETING
September 2006 - June 2007
After a promotion into an internationally-facing role, I decided to obtain marketing training and took the CIM marketing diploma (often considered the 'gold standard' among marketeers).
LEADERSHIP & MANAGEMENT CERTIFICATE, INSTITUTE OF LEADERSHIP & MANAGEMENT
January - July 2008
When I was given line-management and leadership responsibilities, I sought this professional development opportunity to underpin my practical experience with the apposite theories and concepts.
What I Can Offer You
For your international projects and business needs, I can offer you native-level/full professional proficiency in English, German, Arabic and Italian.
I can develop from scratch or advance your existing video and print content strategy in order to deliver your marketing and business objectives. My expertise in this field covers the content marketing process from start to finish.
An experienced business manager, I can bring to your organisation my skills and expertise in: running a department; managing staff and financial resources; annual planning and implementation; setting goals and KPIs; streamlining business processes.
The qualities and traits that define me professionally are my: focus and determination; orientation towards results; ownership of responsibility; integrity; empathy and leadership; keen attention to detail; persistence and drive to succeed.
I'm Lebanese born, German schooled, British trained and Italian inspired.
In addition to the skills and experience I have gained living in four different countries, I consider myself fortunate to possess linguistic and cultural knowledge that enables me to adapt and reinvent myself, and make a real difference in my professional life.
My journey has been stimulating, enriching and rewarding: shaping me into the creative, resilient, goal-oriented and result-driven professional that I am today.