Richard Dudley
Dubai
Summary
Results-driven digital marketing leader with over 14 years of experience across multiple industries, including private healthcare and independent education sectors in the UK and Middle East. Proven track record in strategic marketing, brand development, and data-driven campaign management. Adept at leading cross-functional teams, optimising customer journeys, and driving enrollment growth through innovative digital strategies. Holds a BA (Hons) in English Language from Cardiff University and is a member of the Chartered Institute for Marketing (CiM).
Overview
15
15
years of professional experience
Work History
Regional Marketing Manager
International Schools Partnership
Dubai
05.2022 - Current
- Spearheaded digital marketing campaigns across nine schools in the Middle East, resulting in a 15% year-on-year increase in enrollments.
- Managed a $750K annual marketing budget, optimising paid social and search campaigns to achieve a 20% reduction in cost per lead.
- Collaborated with external agencies (design, paid media) to develop and execute regional marketing strategies, increasing brand awareness by 30% across target markets.
- Led the creative design and production of offline collateral, including prospectuses and OOH billboards, contributing to a 25% increase in event attendance.
- Conducted bi-weekly meetings with school marketing teams (8 direct reports) to track KPIs, ensure alignment with regional goals, and mentoring to meet their own career goals.
Head of Marketing
International School of London Group
London
07.2018 - 05.2022
- Directed marketing strategy and communications, achieving a 10% increase in student inquiries year-on-year.
- Optimised the customer journey, improving conversion rates by 15% through targeted digital campaigns.
- Developed and maintained the company brand, resulting in a 20% increase in brand recognition within the education sector.
- Managed a team of five marketing professionals, fostering a collaborative and high-performing work environment.
- Expanded new growth areas by developing powerful sales, advertising, and marketing campaigns.
- Negotiated with vendors to obtain the most cost-effective pricing for professional services.
Marketing Manager
SweetTree Healthcare Services
London
06.2017 - 07.2018
- Responsibility for ensuring SweetTree is positioned in the London private care market as an industry leader.
- Marketing strategy review and implementation.
- Digital advertising and media profile-raising.
- External agency management (PR, Creative, Ad).
- Developed marketing strategies based on corporate objectives and market trends.
- Represented company at local and trade association meetings to promote products and services.
Marketing and Communications Manager
Healthwatch England
Hereford
04.2015 - 06.2017
- Responsibility for Communications and Marketing strategy, development, and delivery.
- Production and dissemination of external communications and marketing materials: digital, print, advertising, and media messages.
- Website and digital media management and development.
- Generated media stories and digital messaging related to programme initiatives.
- Conducted research on current market trends and customer preferences.
Marketing Officer
Aspire Living Healthcare
Hereford
07.2010 - 04.2015
- Organised promotional events such as trade shows, conferences, and sponsored activities.
- Marketed products and services at tradeshows and promotional events.
- Produced reports analysing effectiveness of existing campaigns and proposed solutions for improvement.
Education
BA (Hons) - English Language
Cardiff University
UK05-2010
A-Levels - English, Geography, History, Psychology
Hereford Sixth Form College
UK07-2007
GCSEs - English, Maths, Science
Aylestone High School
UK07-2005
Skills
- Targeted Marketing Strategies
- Data-Driven Report Presentations
- Campaign Strategy Development
- Digital Marketing Strategy
- Audience Segmentation Strategy
- Data Performance Analysis
- Influencer Relationship Management
- Performance Marketing Analysis
- Industry Competitive Assessment
- Agency Coordination
- Creative Leadership
- Candidate Selection
- Integrated Marketing Campaigns
- CRM System Proficiency
Accomplishments
Current Role:
- Achieved a 15% year-on-year growth in enrollments through performance marketing campaigns.
- Led multi-award-winning programs in the education sector, recognized for innovation and impact.
- Established joint ventures with schools, enhancing offerings and increasing market share by 10%.
Previous Roles:
- Successfully launched branch services in Cheltenham & Sevenoaks, increasing regional revenue by 20%.
- Developed a luxury brand identity for a national partnership with Pegasus Life, resulting in a 25% increase in brand engagement.
- Co-organised the Alzheimer’s Show 2018, contributing to a 25% increase in attendance and generating significant media coverage.
References
- Holly Richardson ,Head of Marketing, International Schools Partnership, Dubai, UAE, Available on request. Can speak to my leadership in regional marketing strategies and campaign management.
- Claudine Hakim, Head of Advancement, International School of London Group, London, UK, Available on request. Can attest to my expertise in brand development and customer journey optimisation.
Timeline
Regional Marketing Manager
International Schools Partnership
05.2022 - Current
Head of Marketing
International School of London Group
07.2018 - 05.2022
Marketing Manager
SweetTree Healthcare Services
06.2017 - 07.2018
Marketing and Communications Manager
Healthwatch England
04.2015 - 06.2017
Marketing Officer
Aspire Living Healthcare
07.2010 - 04.2015
BA (Hons) - English Language
Cardiff University
A-Levels - English, Geography, History, Psychology
Hereford Sixth Form College
GCSEs - English, Maths, Science
Aylestone High School