Gladys Abboud

• Own global digital growth strategy across paid media, lifecycle, content, and brand, driving audience acquisition, engagement, and conversion across 30+ international markets • Lead and scale a multidisciplinary marketing team with 7 direct and 15 indirect reports, overseeing strategy, execution, experimentation, and performance optimization • Manage large-scale paid media programs across Meta and Google, continuously optimizing spend efficiency, conversion performance, and funnel health • Built and evolved audience segmentation and lifecycle communication frameworks, sustaining approximately 50 percent email open rates and 10 percent CTR • Partner with Recruitment, Admissions, Creative, and Analytics teams to align marketing strategy with organizational goals and growth priorities • Translate institutional mission into culturally relevant, trust-building storytelling that resonates with value-conscious global audiences • Led award-winning brand campaigns, including See Yourself at Conestoga, recognized internationally at the PIEoneer Awards and Keystone Awards

• Built and scaled multi-channel digital acquisition programs across web, paid media, social, and email • Owned end-to-end campaign execution from ideation through testing, optimization, and performance analysis • Implemented A/B testing frameworks to improve conversion rates, engagement, and content effectiveness • Led multilingual content strategy and creative production to drive culturally relevant engagement at scale • Supervised content creators and student media teams in a fast-moving, performance-focused environment

• Executed digital campaigns across social, email, and web to support global audience growth • Supported analytics reporting and performance optimization initiatives

• Assisted in the development, maintenance, and implementation of various graphic-focused print and digital projects • Managed social media platforms of the organization (Facebook, Twitter, and Instagram) • Assisted the organization in translating strategic business objectives into stunning designs that excite and inspire digital audiences and convert customers • Assisted in photography and other material development • Created and edited videos using Powtoon and Adobe Premiere

• Planned and executed web, SEO/SEM, marketing database, email, social media, and display advertising campaigns. • Managed the product, content, orders, and notifications on the Shopify platform. • Identified trends and insights and optimized spending and performance based on the insights. • Brainstormed new and creative growth strategies. • Collaborated with team members to identify and recommend opportunities for brand exposure and marketing. • Worked with internal teams to create landing pages and optimize user experience. • Monitored social media channels and collaborated with sales to create and implement social media posts with targeted results. • Managed the social media calendar and scheduled daily content on Hootsuite. • Investigated and implemented an SEO plan for the website. • Created graphics and printed collateral to support sales strategies. • Managed the printing of necessary collateral and ensured printing costs aligned with budgets. • Managed online relationships with external brands and established communication channels with potential partners.

• Managed and evolved the organization’s digital presence across multiple websites, overseeing both technical functionality and user experience improvements (synod-sl.org, en.synod-sl.org, annashra.org). • Led social media strategy and content management for the National Evangelical Synod of Syria and Lebanon’s Facebook channel, strengthening community engagement and reach. • Developed and produced communication materials for diverse audiences across digital and print publications. • Planned and delivered workshops and conferences, supporting community building and knowledge sharing. • Represented the Synod as an official spokesperson within the Syria Lebanon Mission Network of the Presbyterian Church (USA). • Led creative direction and design for the monthly magazine Annashra and the annual meditation book Koul Al Ayli, producing more than 30 monthly magazine issues and multiple books. • Created a wide range of branded assets, including annual calendars, brochures, reports, newsletters, and digital campaigns using Adobe Creative Suite.