Africa Business School / UM6P

Africa Business School, at UM6P, wanted to rethink its marketing strategy. Content creation, promotion, branding and the technology behind them were changing quickly, and the school engaged an external expert to work through what that meant for it. I held that role from February to May 2025.

The objectives were broad: original content and branding concepts, a stronger brand identity, a marketing strategy that integrated emerging technologies, a position for ABS as innovative and modern, new campaign concepts, and training for the internal teams. Four functions were in scope: Marketing and Sales, Multimedia Services, Admissions and Scolarité, and Business Development.

That list told me where the problem sat. The school's image was not produced by marketing alone. Admissions, multimedia and business development each spoke for ABS every day, with their own tools and habits. A strategy written for one department would have changed one voice out of four, so the work had to reach all of them.

A marketing strategy built around new technology fails if the people meant to run it keep working the old way. So the training sat inside the strategy rather than beside it. I prepared workshops and support materials for Marketing, Sales and Business Development, a separate set for the Delivery Unit, and supported the school in establishing an action plan for Marketing, Communication and Sales.

The AI work stayed practical. Time management, prioritization and project management. Managing a team with virtual assistants. Campaign data analysis, reporting, forecasting and performance tracking. Social listening and trend identification. Support for content production, from video and animation to Stories and Reels.

The workshop title used at the time was "Regarder le Futur droit dans les yeux", French for looking the future straight in the eye. Fifteen people were invited to one session, drawn from Marketing, Sales, Business Development and Admissions. It ran on ABS / UM6P premises in a long, interactive format, with practical AI demonstrated and staff working through it.

Three recordings of the workshop are public. They show me facilitating the session with the school's staff. They document one part of the engagement, the training, and not the strategy, brand and content work or the action plan around it.