Media · Apr 2012 – Apr 2016 · London
BBC World Service
Marketing Manager (MENA & West Asia)
I set marketing strategy for the Middle East, North Africa and the UK, and led the rebrand of BBC Arabic and BBC Persian TV, the two largest services after English.
+50%viewership of promoted content
2TV channels rebranded
6language services promoted
What I did
- Led the rebrand of BBC Arabic and BBC Persian TV, aligning them with the BBC global brand.
- Led promotion for the Arabic, Persian, Urdu, Afghan, Uzbek and Kyrgyz services worldwide.
- Launched integrated TV, radio and digital products in Pakistan, Afghanistan and Uzbekistan.
- Led digital and content marketing across social, SEO, display and paid search.
- Chosen as BBC World Service Digital Marketing Champion (2012–13).
“Muhammad shows a great level of care for his work and a strong desire to succeed – developing a number of campaign ideas and briefs which included clear marketing direction for paid social campaigns.”
“Karim is smart, adaptive and works with real passion with you. He is knowledgeable and understand[s] different markets and their requirements.”