TRT World
SUMMARY
TRT World launched in 2016, I was hired to lead the Digital Marketing function with the sole purpose of increasing the online audience globally.
+1.5m
Instagram Followers
+2.5m
Youtube Subscribers
+3m
Facebook Followers
Developed Digital Marketing Strategy and Planning
Developed Marketing Strategy across all Digital Platforms
- Developed Strategy briefing documents + Brainstorming sessions to develop its mission, vision and strategic objectives for the next few years post-launch.
- Instituted Digital Brand Guidelines, together with marketing, to ensure brand consistency across digital platforms.
- Devised Marketing Execution plans in line with strategic objectives as well as resource requirements for the marketing team for implementation.
- Presented Best Practice to the editorial team on Organic social posting for all platforms. What to do to increase engagement, optimising copy and images.
- Developed SEO Guidelines for Social team, Editorial team and Journalists.
Budget and KPI Tracking
Built Budget and KPI Tracking Framework with Google Sheets
- Tracked Budgets and KPI’s for TRT World, TRT Arabic, TRT domestic and TRT international.
- Marketing team I led captured spend daily on specific Google Sheets – this then translated into Daily, Weekly, Monthly and Yearly tracking charts both for myself (Optimisation of Ads) and management (Budgets and Achieving Objectives)
- Weekly meetings with team to plan budgeted spend, optimise/stop previous week campaigns, and plan new content to be promoted, with input from editorial team.
Recruited and Lead Audience Growth Team.
Recruited and Lead the 5-Member Audience Growth Team
- Recruited Audience Growth Team
- Focused on Youtube, Google, Facebook, Twitter (X) and Instagram Advertising.
- Created Team structure, resource allocation and tied it all to workflows which would achieve strategic objectives.
- Developed SOP’s for Promotion for each platform
- Specific guidelines – where to click, what to name the campaigns, ad groups and ads across all marketing activity.
App Promotion on Apple and Playstore
Promoted the TRT World App on the Apple App Store and Google PlayStore
- Developed Strategy for App promotion with objectives to increase downloads and engagement on the app.
- Developed Paid Strategy on Apple App Store and Google Play Store.
- Developed engagement strategy with in-house App Developers – placement, CTA’s, etc.
Google and Meta Brand Lift Study
Worked with colleagues from Meta and Google to conduct a Brand Lift Study on both Platforms
- Conducted Briefing with Google and Meta as well as meetings with Editorial team and marketing team in order to determine the timelines, mamking sure all stakeholders were aware and keeping everyone updated with progress and outcomes.
Event Marketing – TRT World Forum
Promoted the TRT world Forum in 2018 both online and on ATL (TV and Outdoor).
- Briefed internal Promo team for creating promos for the forum event + Planning with editorial team.
- Briefed Agencies to create Outdoor creative and media agency for getting the ads up.
- Planned with marketing team to promote the event online and encourage attendance and tuning into the live events online.
