Rabia is an accomplished and results driven Marketing leader, with a passion for putting the customer at the heart of strategic thinking. Rabia is currently a Marketing Chapter Lead at Direct Line Group, a new role created through a business transformation embracing Agile ways of working. In this position, Rabia is responsible for developing a department of skilled and empowered marketers. She also leads within the Performance Marketing squad, continuing to push Performance Marketing delivery, strategy and capability forwards.
Prior to this, Rabia led the Direct Marketing function within Direct Line Group, overseeing the delivery of direct-to-customer acquisition, retention and engagement campaigns, across a spectrum of brands and products. Rabia stepped up into this role after a period of learning the ropes herself as a campaign manager within the team, and spending some time carving out a new role that ensured marketing efforts also encompassed existing customers and not just prospects.
Career highlights at Direct Line Group include launching an industry-leading Personalised Video campaign, which led to Direct Line’s first Gold award win at the DMA Awards, and also led to Rabia personally being shortlisted for the Marketing Society’s Young Marketing Leader of the Year Award. Rabia also notably step-changed Direct Marketing at her organisation, introducing new channels, reinvigorating agency relationships, and developing highly skilled teams.
Rabia started her career by joining Direct Line Group in 2014 straight after graduating with a First Class degree in History from the University of Nottingham.
Rabia has been a mentor on the Routes programme (pairing refugee and asylum-seeking women with women in business), and outside of work Rabia is a keen world traveller who also enjoys spending time with her closest family and friends.
