I am a dynamic business development, sales, and customer relations leader with extensive experience driving revenue growth across EMEA, LATAM, South Asia, and the Middle East. I specialise in developing go-to-market strategies, expanding into new territories, and building high-performing commercial teams.
I have led teams of business development managers and account managers, set regional sales and pricing strategies, and managed budgets, targets, and resource allocation. My experience includes direct and indirect channel management, key account development, customer retention, and strategic proposal development.
I have a strong background in international education, with recent leadership roles at Britannica Education, Ascentis Awarding Organisation, and Renaissance Learning. I have developed multi-year expansion roadmaps, identified growth markets, improved CRM processes, and generated substantial learner and revenue opportunities.
I am experienced in negotiating contracts and supplier agreements, managing partnerships, and delivering customer-focused events and rewards programmes. Earlier roles in luxury retail, customer service, tourism, and marketing strengthened my ability to work with Arabic-speaking and Middle Eastern audiences.
I communicate fluently in English and Arabic, with additional Spanish and French language capability. I bring a commercially focused, collaborative approach to building trusted relationships across diverse cultures and achieving sustainable organisational profitability.
Responsible for achieving Britannica Education performance targets across the Middle East.
Building the regional Business Development team and developing a go-to-market strategy to increase market share.
Oversees sales activity, including school and university visits and event attendance, while ensuring spending remains within agreed budgets.
Developed a comprehensive sales strategy and five-year international expansion roadmap, identifying priority growth regions for business development.
Optimised CRM sales processes and generated five significant opportunities, each capable of serving 1,000 to 10,000 learners, with projected total value of £500K.
Created 30 leads and nurtured discussions to convert them into viable commercial opportunities.
Led a team of 13 Business Development Managers and Account Managers, delivering year-on-year revenue growth across EMEA, LATAM, and South Asia.
Designed and implemented strategic sales plans to expand the customer base, improve retention, manage key accounts, and win new clients through strong proposals.
Set sales, pricing, and channel strategies; established targets; recruited and trained employees and contractors; and managed budgets and resource allocation by territory.
Built and managed a supplier network across the Middle East and Europe, negotiating offers and agreements that enhanced the customer experience.
Developed a rewards scheme for high-profile clients, including Coutts, and organised events for Ten Group in the UK.
Managed Arabic-speaking customers and delivered a seamless sales process while consistently achieving sales targets.
Translated policies and promotional materials into Arabic for Middle Eastern clients and delivered sales presentations.
Maintained accurate customer and sales data in MIS systems, including Salesforce.
Localised and translated website content for Arabic-speaking audiences.
Developed marketing strategies and campaigns for the Middle East and managed relationships with regional marketing agencies.
Provided reports and market updates to leadership.
Provided private tutoring services on a freelance basis.
Supported learners through tailored instruction and individual learning guidance.
Directed operations and business development for the tourism department.
Built supplier relationships and negotiated competitive rates for hotels and attractions.
Enhanced international sales of Egypt and Jordan travel products across the company network.
PRINCE2 Project Management, Project Management
PRINCE2 Project Management qualification.
Bachelor of Arts, European Literature and Linguistics
Bachelor of Arts in European Literature and Linguistics.
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