WAJEEH ABBAS
Summary
Senior marketing professional with 16+ years of experience leading strategic, multi-channel marketing across the Gulf region. Proven track record of driving business growth, increasing B2C conversions, and managing high-impact campaigns for global organizations. Skilled in digital performance, budget management, localization strategy, and cross-functional leadership. Adept at aligning marketing goals with regional business priorities, including Vision 2030.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Regional Marketing Manager
British Council
06.2022 - Current
- Oversaw a $1.7M+ cumulative marketing budget (2023–2025), driving 47% YoY business growth in 2024
- Spearheaded localized, data-led campaigns delivering 149K+ B2C conversions across KSA, Kuwait, and Bahrain—fueling multi-market growth
- Led branding initiatives across British Council centres in KSA, Kuwait, and Bahrain by executing insight-driven, culturally relevant campaigns—resulting in increased visibility, improved customer journey, and IELTS business growth
- Led multi-channel digital campaigns across Google Performance Max, Meta, TikTok, Snapchat, and Twitter/X to drive awareness and accelerate registration conversions for IELTS
- Optimized Google SEM campaigns with targeted ad copies and bidding strategies, reducing CPA and boosting lead engagement
- Forged impactful collaborations with B2B entities, government institutions (B2G), and top universities to amplify campaign effectiveness, audience trust, and regional brand presence
- Represented marketing in Saudi Arabia Country Leadership Team; contributed to strategic planning
Marketing Manager – English Language Teaching
British Council
11.2021 - 05.2022
- Launched localized digital campaigns that resulted in a 20% increase in enrolments for English courses
- Developed audience-specific messaging in collaboration with academic and operations teams to align with learner needs
- Managed influencer partnerships with high-reach Saudi personalities on Snapchat, TikTok, and Instagram to amplify campaign visibility and trust among youth audiences
- Executed integrated digital campaigns across Meta, Google, and performance channels to maximize audience engagement
- Led market-specific content development tailored to parents and adult learners, aligned with local cultural context
Marketing Officer
British Council
09.2019 - 05.2022
- Used Google Analytics and Salesforce to report and optimize performance
- Developed and executed marketing campaigns across digital platforms to enhance brand visibility
- Coordinated with agencies, ops, and academic teams for cohesive delivery
- Created and managed SAP purchase orders to support procurement for marketing projects
Sales and Marketing Coordinator
Print House Company
07.2013 - 08.2019
- Drove SEO and social media efforts, growing lead flow by 40%
- Managed local and international vendor relations to align production and logistics
- Created and managed an invoicing system and handled client POs to streamline various projects execution
- Responded to RFPs/RFQs and developed tailored proposals
- Collaborated with sales team to identify market trends and align promotional efforts with customer needs
Education
Bachelor of Arts - Bachelors of Arts in Business Studies
University of Derby
02-2013
Advanced Diploma in Business Studies
The Institute of Commercial Management
01-2012
International Diploma in Business Studies
Chichester College
08-2010
Skills
- Strategic Marketing Planning
- Digital Performance Campaigns (Google, Meta, TikTok, X)
- B2C Growth & Conversion Strategy
- Budget Management & ROI Optimization
- CRM & Funnel Automation (Salesforce, HubSpot)
- Localization & Market Positioning
- Team Leadership & Stakeholder Management
- Campaign Analytics & Reporting
Additional Information
Other Experience (2009 – 2013)
Procurement Officer – Al-Husam General Contracting, Riyadh Saudi Arabia
Feb 2011 – Jun 2013
Customer Care Officer – VFS Global, Riyadh Saudi Arabia
Jun 2009 – Jun 2011
Built foundational skills in vendor management, procurement operations, negotiation, and front-line customer service—contributing to cross-functional agility and a strong customer-first mindset.
Certification
- CIM Level 4 Certificate in Digital Marketing
- SAP ERP (User Experience – Procurement, Financial Reporting & Marketing Modules)
- Google Ads Certified | Google Analytics (Advanced)
- Meta Blueprint Certified
- HubSpot Inbound Marketing & Marketing Automation
- LinkedIn: Social Media Advertising & Marketing Strategy
Accomplishments
- Enhanced brand presence and visibility at key external education fairs and trade shows, alongside internal IELTS stakeholder annual event in Saudi Arabia and Gulf markets
- Pioneered Saudi National Day IELTS campaigns, transforming a seasonal opportunity into a key lead-generation channel boosting peak-season visibility and conversions
- Led regionally and globally aligned growth initiatives for IELTS products—including One Skill Retake, IELTS Ready Premium, and IELTS Counseling Services—boosting B2C conversions across Gulf markets
- Directed performance marketing transformation through analytics, scaling ROI and campaign efficiency across three markets
- Received "Ultimate Team Player" award from British Council Regional Marketing Director
- Achieved highest sales target for Visit Britain products at VFS Global for two consecutive months
Languages
English
Bilingual or Proficient (C2)
Arabic
Advanced (C1)
Timeline
Regional Marketing Manager
British Council
06.2022 - Current
Marketing Manager – English Language Teaching
British Council
11.2021 - 05.2022
Marketing Officer
British Council
09.2019 - 05.2022
Sales and Marketing Coordinator
Print House Company
07.2013 - 08.2019
Bachelor of Arts - Bachelors of Arts in Business Studies
University of Derby
Advanced Diploma in Business Studies
The Institute of Commercial Management
International Diploma in Business Studies
Chichester College
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