Strategic marketing, meaningful engagement, and data-driven growth within the insurance and professional education sectors.
Numbers at Glance
Qualification Progression & Engagement Strategy
Overview
Developed and analysed a targeted learner progression campaign for the Diploma in Regulated Financial Planning qualification at the Chartered Insurance Institute (CII), focused on improving learner engagement, retention, and qualification progression among both member and non-member audiences.
Key Responsibilities
• Analysed member vs non-member campaign performance across email engagement metrics
• Evaluated audience segmentation effectiveness and learner engagement behaviour
• Produced recommendations to improve click-through rates, CTA performance, and learner conversion journeys
• Identified opportunities to strengthen progression messaging, urgency framing, and qualification value positioning
• Supported strategic recommendations for future learner retention and progression campaigns
Results & KPIs
• 46.7% email open rate achieved within member audience
• Member audience outperformed non-members by +8.6 percentage points in open rate
• Achieved 3.8% click-through rate and 8.1% CTOR within member campaigns
• Campaign delivered to 2,500+ combined recipients with 99%+ deliverability
• Identified March 2026 cohort messaging as highest-performing CTA driver
• Developed optimisation recommendations including segmentation, CTA restructuring, and follow-up journey improvements
International Market & Learner Growth Analysis
Overview
Produced strategic learner and revenue performance analysis across UK and international markets to support qualification growth opportunities, regional engagement strategies, and commercial insight development at the Chartered Insurance Institute (CII).
Key Responsibilities
• Conducted market and learner performance analysis across UK and international regions
• Evaluated learner acquisition trends, regional growth performance, and revenue contribution
• Produced stakeholder reports and strategic recommendations based on commercial insights
• Identified international growth opportunities across key regions including the Middle East, Africa, and Asia
• Supported understanding of learner engagement and qualification demand trends
Results & KPIs
• Analysed performance data across 25,000+ learners and £8.5m+ revenue
• Identified UK market contribution of £6.4m revenue and 19,000+ learners
• Highlighted Middle East as strongest international market with £683k revenue
• Identified Q1 2026 learner growth increase of +8.3% year-on-year
• Produced regional insight analysis across Africa, Asia Pacific, and Central & South Asia markets
• Supported strategic discussions around learner growth, retention, and international engagement opportunities
Qualification Campaign Performance & Content Strategy
Overview
Managed and evaluated multi-platform qualification marketing campaigns across LinkedIn, Facebook, Instagram, and X to improve learner engagement, campaign performance, and qualification awareness across the insurance and financial services profession.
Key Responsibilities
• Monitored and analysed qualification campaign performance across social media channels
• Evaluated engagement rates, impressions, clicks, and content effectiveness
• Identified platform-specific audience behaviour and conversion trends
• Developed strategic recommendations for content optimisation and campaign focus
• Supported qualification awareness campaigns through data-led engagement strategies
Results & KPIs
• Generated 7,700+ impressions and 3,300+ engagements across qualification campaigns
• LinkedIn achieved strongest performance with 58.54% average engagement rate
• Certificate-level campaigns generated 5,300+ impressions and 54.8% engagement rates
• Facebook delivered strongest conversion activity with 13 measurable campaign clicks
• Qualification campaigns achieved 2,500+ video views across platforms
• Identified LinkedIn Native Documents as highest-performing content format for engagement and awareness
Bringing Campaigns to Life Through Video
From learner testimonials to qualification campaign concepts, I enjoy creating content that feels authentic, engaging, and audience-focused. My approach combines strategic thinking with storytelling to create videos that not only increase visibility but also support engagement, trust, and conversion.
I focus on understanding the audience journey, identifying the right messaging, and creating content that delivers both emotional connection and measurable impact.
Video Content & Storytelling
I believe strong video content is more than visuals — it’s about creating connection, trust, and engagement. Through qualification campaigns, learner engagement initiatives, and promotional content, I have supported the development of video concepts designed to communicate value, share authentic experiences, and strengthen audience engagement across professional education and insurance sectors.
My work has included campaign planning, audience targeting, messaging direction, performance analysis, and testimonial-led content strategies focused on improving engagement and learner progression.