Usma Mohamed Head of Global Marketing - International Baccalaureate
Usma Mohamed brings 19+ years of marketing experience in both commercial and not-for-profit organizations, where she has led significant marketing, media, branding, communications efforts on a global basis. Her career started with the global security company, Symantec Corporation, Usma was the Online Global Marketing Manager responsible for directing and executing all online marketing strategies on an international scale. In 2007, Usma moved to GuideStar USA, a non-profit organization that specializes in providing background information and reporting tools on U.S. non-profit companies. At GuideStar Usma served as the Senior Marketing Director overseeing the organizations marketing activities and marketing strategic alignment.
Currently, she serves as the Head of Global Marketing at the International Baccalaureate (IB), an international education nonprofit responsible for delivery of education programs to 5000 schools around the world. In her role she is responsible for developing global marketing strategies that reach or surpass ambitious growth projections. Within just a few months of joining the IB in 2014, she streamlined and re-organized the marketing department, implemented marketing tools and systems, along with staff training to ensure accurate and effective use. Since then the marketing department delivers integrated multi-channel marketing campaigns that hit their targets, expand brand awareness and stimulate growth and retention, as well as provide affinity engagement in international education. These methods of operation have contributed to a 39% growth rate in the uptake of IB programs and an increase of earned media by 400% globally from 2014–19.
Her academic credentials include a degree in Marketing Management and an advanced degree (MS) in Nonprofit and Association Management. She is also a member of the American Marketing Association.
Usma is based in the Washington DC metro area, where she lives with her husband and two daughters.