Namaa AL-Mahdi
Experienced Marketing Manager
London
Summary
Certified marketer and experienced digital manager with over 14 years of experience, including over seven years of experience in the science sector and five years of team leadership, performance development planning and capacity building.
Successful track record in formulating marketing and communications strategies for product and programme launches, defining KPIs, and ensuring seamless cross-functional delivery.
Adept at fostering partnerships across diverse teams and achieving results.
Expert in developing and delivering customer journeys and content strategies across multiple channels.
Skilled agile programme and project management and Scrum.
Proven success in improving customer satisfaction, Net Promoter Scores (NPS), website traffic, engagement, and conversion rates.
Analytics and design thinking driven collaborative leader, inspiring and motivating teams through transformative projects to meet customer needs, Key Business Objectives (KBO) and goals.
Overview
19
19
years of professional experience
Work History
Global Content Marketing Manager
Sartorius Stedim Biotech
London, ENG
04.2022 - Current
- Responsible for planning and implementing content marketing strategies for over 10 product launches and campaigns.
- Significantly exceeded marketing goals by 200% for Cell Culture Media and Raw Materials Campaign, over 700% for Cell Line Development Services Campaign, and 460% for Cell Insights by Umetrics Studio.
- Leading cross-functional teams of industry experts to drive development of customer journeys and content marketing strategies that align with business objectives and marketing qualified leads.
- Responsible for presenting customer journeys, content marketing plans, and nurture streams to subject matter experts, product managers and senior management.
- Collaborating with various teams to develop compelling value propositions and benefit statements and execute comprehensive content delivery plans for impactful launches and campaigns.
- Conducting thorough content audits to identify gaps and ensure product launch and campaign readiness.
- Planning integrated multi-channel marketing efforts across organic marketing, search engines, social media, email, newsletter, nurture streams and third-party publishing.
- Ongoing management of projects, creating timelines, defining deliverables, and fostering collaborative efforts with subject matter experts, copywriting teams, design teams, external agencies, and vendors to deliver end-to-end content for marketing and sales.
- Collaborating with business stakeholders to deliver content assets, including various content formats such as print, digital, video, webinars, white papers, application notes, and scientific third-party publications and promotions.
- Leading training and guidance of cross-functional teams in utilising and applying content frameworks and deliverables.
- Working closely with business stakeholders to collaborate on reusing and repurposing content for multi-channel applications
- Contributing towards improving content creation workflows and streamlining processes.
- Continuously identifying process gaps and missed opportunities within content framework and turning them into actionable plans that deliver measurable results.
- Successfully executed content optimisation projects that resulted in 30% increase in website traffic and 27% increase in conversion rates.
- Championing alignment of owned and third-party content with brand guidelines.
- Collaborated with marketing and design teams to develop and plan site content, layout, and style.
- Conducted regular content audits to identify gaps and redundancies of content.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Coordinated with design and media teams to develop high-quality creative assets and publications.
- Conducted market research to identify new opportunities and target markets.
- Managed budget allocation and resource utilization to maximize marketing ROI.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
Senior Content Specialist (Contract)
EPAM Systems/Schroders
01.2022 - 04.2022
- Led content migration project for 115 customised websites catering to customers in 37 countries.
- Managed aglobal delivery team for content migration, localisation, translation, publishing, and editing.
- Provided comprehensive training on ContentStack, covering content types, shareable content, content syndication and sharing content across multiple websites, countries, and languages.
- Ensured SEO best practices adherence and managed material collections with proper tagging for search-ability.
- Implemented future state content governance and workflows.
- Collaborated effectively with creative and development teams to meet project objectives.
- Ensured compliance with legal and regulatory requirements, including copyright and data protection.
- Maintained rigorous focus on content delivery fulfilment, conducting quality assurance and compliance checks.
Senior Content Manager (Contract)
ConvaTec
08.2021 - 12.2021
- Led content migration planning for over 120 websites across 42 countries.
- Planned and audited As-Is content, created content migration plans and delivered optimised content migration model.
- Developed content strategies aligned with short-term and long-term business and marketing goals.
- Led development of personas, user journeys and SEO optimisation plans.
- Used web analytics platforms to analyse website traffic and user engagement metrics to improve content menus and blocks and align content to user journey.
- Collaborated with marketing and design teams to plan and develop site content, style, and layout.
- Worked with content agencies to create and publish engaging content.
- Edited, proofread, and improved content and ensured brand consistency.
- Audited content to assess performance against marketing funnel for campaigns and product marketing.
- Worked with omni-channel optimisation marketing teams to provide and deliver training on content optimisation, planning, creation, and editing.
- Optimised content with SEO and readability standards in mind.
- Worked with external agencies to develop new website’s information architecture (IA), content types, components, UX layouts and wireframes.
- Collaborated with external content delivery agencies to deliver content projects, including timelines and deliverables.
- Collaborated with business units and stakeholders to support development of editorial calendar and ensure content team was in line with customer and business needs.
- Ensured compliance with legal and regulatory requirements, copyright, and data protection.
Senior Content Manager (Contract)
The University of East London (UEL)
09.2020 - 08.2021
- Successfully led a digital content team of 11 content officers and assistants in a web transformation and migration project, conducting audits, process mapping, and implementing user-centric content design processes
- Defined and managed a roadmap for migration and new website delivery
- Served as Scrum Master, bridging communications between website, content, UX and development teams
- Guided the team through an optimisation project using content design principles, creating jobs-to-be-done personas, user journeys, content flow maps, use cases, and acceptance criteria, and conducted user testing
- Collaborated with UEL stakeholders to gather content requirements, present tailored solutions, and translate complex information into clear, jargon-free communications
- Devised an SEO strategy, contributing to a 30.64% increase in organic traffic
- Supported campaigns team in display, PPC, and programmatic marketing projects, optimising campaigns and boosting conversion rates by 20%
- Managed the creation of the new website’s universal menu and information architecture (IA)
- Developed and implemented SEO strategies, cookie strategies, and Google Analytics KPIs
- Led recruitment, onboarding, and training of new content assistants and officers
- Directed developing, implementing, and monitoring a multi-channel digital content strategy
- Managed day-to-day content planning, launching, and managing editorial calendars for the website, social media, and email
- Applied UX content design principles, achieving a 1.5-minute increase in average time spent on a webpage, reduced the bounce rate by 37.35%, decreased exit rates by 19.96%, and improved SEO ranking by 2% month-on-month
- Led UEL’s data-driven personalisation campaigns, managing strategy, user journeys, pilots, assets, and reporting.
Content Experience Manager
Scope
04.2019 - 02.2020
- Led the conceptualisation and execution of Scope's customer experience initiatives, achieving a remarkable 25% increase in NPS scores and a 40% rise in positive ratings
- Formulated online customer journey maps utilising customer insights, feedback, analytics, research, and benchmarking
- Drove content marketing and personalisation campaigns, orchestrating a comprehensive strategy, defining audience segments, setting goals, creating personalisation assets, launching campaigns, and reporting on performance to foster contextually relevant experiences, resulting in heightened engagement and conversion rates
- Orchestrated a strategic content marketing review, implementing search engine marketing and social media strategies, contributing to a substantial 230.62% surge in traffic within six months
- Conducted routine SEO audits and devised and implemented successful strategies, resulting in a 70% traffic increase in May 2019, with a consistent 10% month-on-month growth
- Pioneered information architecture (IA), user experience (UX), and optimisation projects, yielding a noteworthy 5% increase in conversion rates
- Optimised the customer feedback feature, resulting in an outstanding 456.25% surge in conversion rates over three months
- Established KPIs and analytics metrics for assessing content success, creating Google Data Studio analytics dashboards for effective performance tracking
- Managed a dedicated team of content specialists, fostering continuous learning while addressing and improving underperformance through challenging and supportive leadership.
Interim Digital Content Manager
The Careers & Enterprise Company
11.2018 - 04.2019
- Developed a 3-year digital strategy, collaborating with senior managers and cross-functional teams
- Worked with an agile digital team to design and deploy digital projects, including a Primary School kit, Future Skills, a School Funding portal, and Staff Recruitment portals
- Initiated and implemented content and user experience optimisation projects
- Managed an integrated editorial plan, ensuring timely delivery of scheduled content in collaboration with other teams
- Implemented regular SEO audit projects and created a roadmap for optimisation strategies, resulting in a 30% month-on-month increase in engagement rates and traffic
- Established a comprehensive Google Analytics measurement plan, managing tracking across channels
- Conducted regular training sessions in copywriting for the web.
Interim Digital Content Coordinator
Middlesex University
02.2018 - 11.2018
- Managed the creation of the “Make Your Mark” microsite and the Education Liaison and Outreach Services website
- Developed 5-year digital strategies for B2B and B2C customer communications, collaborating with senior managers across departments
- Delivered and optimised digital campaigns, achieving an average engagement rate increase of 50%-70%
- Designed, created, and published digital assets and templates for print, email and social media communications
- Launched a successful social media programme, resulting in a 1500% increase in LinkedIn connections, a 270% increase in Facebook fans, and a 180% increase in Twitter followers
- Developed and delivered quarterly email newsletters to B2B customers
- Implemented SEO best practices for optimisation of website, email, and social media, delivering business results.
Digital Coordinator (Contract)
Care International
06.2017 - 08.2017
- Managed creating, designing, and migrating Care International’s marketing and donation pages
- Managed the implementation of Google Tag Manager, created a comprehensive Google Analytics measurement plan, set up views, advanced filters, and goals, and analysed and presented data to management
- Delivered training in web design, email and other digital processes and assets.
Interim Global Digital Engagement Officer
Amnesty International
06.2016 - 10.2016
- Designed, delivered, and implemented communication strategies to grow new online audiences and increase the engagement of existing supporters and members globally
- Built and optimised multi-channel digital communications in 4 languages (French, English, Arabic and Spanish)
- Designed and delivered MENA-specific growth projects and increased membership by 1,116% over three months.
Digital Campaigns Specialist
Freelance
01.2011 - 06.2015
- Designed, delivered, and implemented communication and marketing strategies that increased new online audiences and the engagement of existing supporters and members by 5,666% on Facebook and 170,000 on Twitter and grew an email list to 17,000 active members in one year
- Increased monthly campaign page traffic by 3000%, creating compelling and engaging multi-channel content.
Senior Partnership Executive (Maternity Cover)
London School of Hygiene and Tropical Medicine
01.2010 - 12.2010
- Developed and delivered new fundraising streams, including scholarships, corporate partnerships, events, major donors, and statutory trust fundraising
- Developed and delivered a new CRM (Raisers Edge) for fundraising
- Managed a research team of 15 and a CRM team of 2.
Development Manager
Sound Seekers International
01.2008 - 12.2009
- Managed community, corporate, legacy, major donor, events, and statutory trusts fundraising
- Increased the fundraising income by 30%.
Head of Programmes
The British Council Sudan
01.2007 - 12.2008
- Led three operational teams: programme management, library and events, and exams teams
- Responsible for development, communication and marketing of British Council-funded and revenue-earning programmes as well programmes managed on behalf of clients.
- Managed end-to-end project and programme launches, including delivery and communications plane, budgets and risk analysis.
- Programme manager for a £1,225,300 DfID-funded Expanded Scholarship programme, collaborating with Africa Educational Trust, Save the Children and 11 national and international NGOs in Southern Sudan
- Integral part of British Council Senior Management team and regional East and West African leadership team
- In charge of budget planning, risk management, statistical and operational reporting, programme reporting and ensuring adherence to corporate standards and specifications.
Project Design, Planning and Fundraising Officer
The Sudan Open Learning Organisation (SOLO)
01.2005 - 12.2006
- Led design and development of SOLO’s marketing programmes.
- Developed marketing strategies and streams, budgets and programme delivery plans, KPIs and outcomes.
- Created and managed new marketing programmes and partnerships.
Education
Accelerating B2B Marketing Credential -
Forrester Certificate
Project and Programme Planning and Management Foundation & Practitioner (Expired 2016) - undefined
Prince 2009
User Experience Design - undefined
University of the Arts London
Information Architecture Concepts and Techniques for Effective UX Design - undefined
O’Reilly School of Technology
Google Analytics for Beginners - undefined
Google Analytics Academy
Advanced Google Analytics -
Google Analytics Academy
Google Tag Manager Fundamentals - undefined
Google Analytics Academy
NCFE Level (2) Certificate in Lean Organisation Management - undefined
Hereford Regional College
LAO Level (2) Certificate in Business and Administration (QCF) - undefined
The London College of Beauty Therapy Ltd
Master of Science in Microbiolog - undefined
Birkbeck, University of London
Bachelor of Science in Genetics - undefined
Queen Mary and Westfield, University of London
Skills
Certificate in business marketing, MSc in Science, 5 years experience of strategic product and programme launches, experience in operational marketing, product launches, people management and project management
undefinedTimeline
Global Content Marketing Manager
Sartorius Stedim Biotech
04.2022 - Current
Senior Content Specialist (Contract)
EPAM Systems/Schroders
01.2022 - 04.2022
Senior Content Manager (Contract)
ConvaTec
08.2021 - 12.2021
Senior Content Manager (Contract)
The University of East London (UEL)
09.2020 - 08.2021
Content Experience Manager
Scope
04.2019 - 02.2020
Interim Digital Content Manager
The Careers & Enterprise Company
11.2018 - 04.2019
Interim Digital Content Coordinator
Middlesex University
02.2018 - 11.2018
Digital Coordinator (Contract)
Care International
06.2017 - 08.2017
Interim Global Digital Engagement Officer
Amnesty International
06.2016 - 10.2016
Digital Campaigns Specialist
Freelance
01.2011 - 06.2015
Senior Partnership Executive (Maternity Cover)
London School of Hygiene and Tropical Medicine
01.2010 - 12.2010
Development Manager
Sound Seekers International
01.2008 - 12.2009
Head of Programmes
The British Council Sudan
01.2007 - 12.2008
Project Design, Planning and Fundraising Officer
The Sudan Open Learning Organisation (SOLO)
01.2005 - 12.2006
Accelerating B2B Marketing Credential -
Forrester Certificate
Project and Programme Planning and Management Foundation & Practitioner (Expired 2016) - undefined
Prince 2009
User Experience Design - undefined
University of the Arts London
Information Architecture Concepts and Techniques for Effective UX Design - undefined
O’Reilly School of Technology
Google Analytics for Beginners - undefined
Google Analytics Academy
Advanced Google Analytics -
Google Analytics Academy
Google Tag Manager Fundamentals - undefined
Google Analytics Academy
NCFE Level (2) Certificate in Lean Organisation Management - undefined
Hereford Regional College
LAO Level (2) Certificate in Business and Administration (QCF) - undefined
The London College of Beauty Therapy Ltd
Master of Science in Microbiolog - undefined
Birkbeck, University of London
Bachelor of Science in Genetics - undefined
Queen Mary and Westfield, University of London
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