Samia Ayyoub

Samia Ayyoub is an experienced marketing professional with a career spanning over two decades, currently serving as the Regional Head of Insights and Research for the Middle East and North Africa at the British Council since June 2014. In this role, Samia leads the insights and analytics strategy for both commercial and non-commercial business streams, while also driving thought leadership initiatives. Previously, Samia held positions such as Senior Marketing Manager for Exams in the Levant & North Africa, and as Head of Marketing for the Levant, where responsibilities included developing and executing marketing strategies to enhance business growth and brand equity. Samia began her career at Cairo Amman Bank as Head of Business Development, managing business acquisition strategies and corporate tender management. Samia holds a Bachelor's degree in Arts with a major in Marketing from the University of Jordan and completed Tawjihi in the Literature Stream at Sisters of Nazareth College-Amman.