Dubai, United Arab Emirates
As General Manager at Absolute Adventure within Hero Experiences Group, I contribute to the development and expansion of outdoor and environmental education across the region. With over 18 years of experience in educational leadership and management, my focus lies in promoting sustainable tourism and meaningful learning experiences that inspire engagement with the natural world. With expertise in educational leadership and sustainable tourism, I have consistently worked to ensure impactful educational programs and robust assessment processes. My career reflects a commitment to fostering collaboration, upholding high standards, and empowering learners and educators alike. In my current role, I strive to make outdoor education a catalyst for curiosity, critical thinking, and real-world action.
Lead a multi-site education business delivering experiential learning programmes across the UAE, combining academic intent with commercial performance and operational delivery. Oversee strategy, programme development, and day-to-day operations, ensuring alignment between educational outcomes, customer experience, and business performance. Work closely with schools and partners to design and deliver curriculum-linked programmes that support leadership, teamwork, and personal development. Lead teams across multiple functions, embedding consistent standards in programme delivery, safety, and customer experience. Drive continuous improvement across the organisation, refining programmes, systems, and processes to support sustainable growth and high-quality delivery.
Marking and moderating exam scripts across multiple series, contributing to the development and refinement of mark schemes to ensure fair and consistent assessment. Lead and support teams of examiners, maintaining marking standards and providing guidance and intervention where required. Contribute to post-exam reviews and performance analysis to support ongoing improvements in assessment quality.
Marked and moderated A Level and GCSE examination papers, contributing to the development and refinement of mark schemes to ensure fair and consistent assessment. Worked across multiple contracts and teams, maintaining high levels of accuracy and reliability while meeting strict marking deadlines. Contributed to adaptations in assessment approaches during the pandemic, supporting the use of alternative evidence to ensure fair outcomes for students.
Led the design and delivery of large-scale education programmes across Expo 2020 Dubai and Expo City Dubai, working with schools, educators, and government stakeholders across the UAE. Designed curriculum-aligned learning experiences across multiple subjects and age groups, reaching over 1.5 million students and supporting engagement with science, sustainability, and innovation. Worked closely with schools and regulators, including KHDA, MoE, ADEK, and SPEA, to ensure alignment with curriculum frameworks and education sector requirements. Led cross-functional teams to deliver programmes at scale, combining academic intent with operational delivery and continuous improvement.
Led the development and delivery of the Expo School Programme, expanding engagement with schools, universities, and international partners. Designed and implemented university and school engagement initiatives, including internships, work experience programmes, and structured learning experiences across Expo City. Built relationships with schools, universities, and education travel partners to drive international student participation and collaboration. Enhanced programme quality by embedding inquiry-based learning approaches and developing resources to support educators and student engagement.
Led operational planning and delivery of the Expo University Programme, managing engagement for over 3,000 university students per day through workshops, tours, and structured learning experiences. Managed and led a team of 80+ staff across multiple venues, ensuring consistent, high-quality delivery within a complex, large-scale visitor environment. Oversaw additional operational streams, including large group logistics and accessibility services, maintaining smooth delivery across high-volume visitor flows. Adapted operations during periods of rapid change, including COVID, ensuring continuity of programmes and maintaining delivery standards.
Led the global sales and engagement strategy for the Expo University Programme, targeting large-scale international student participation during a period of significant uncertainty. Developed partnerships with universities, education authorities, and the travel trade, establishing commercial agreements and distribution channels to support programme delivery. Managed a AED 42M budget and led a cross-functional team through programme launch and adaptation during COVID, including changes to pricing, ticketing, and delivery models. Worked closely with internal teams and external partners to align strategy with on-ground delivery, transitioning into an operational leadership role to support execution during the live event.
Developed the sales and engagement strategy for the Expo School Programme, a large-scale national initiative targeting student participation across the UAE. Worked closely with schools and internal stakeholders to design pricing and engagement models aligned with the education sector, drawing on experience in both school leadership and education sales. Led stakeholder engagement and negotiation processes to secure alignment and approval of the final strategy across senior leadership. Supported the development and refinement of the programme’s booking system to ensure it met the needs of schools and enabled large-scale participation.