TAMARA GELATEE | REAL ESTATE MARKETING
Digital Marketing for
KAZGUU University | 2022
A multi-channel digital growth engine for one of Kazakhstan’s TOP leading universities, delivering 14.3M campaign views, 2.44M reach, 25K+ clicks, and contributing to 2,400 enrolled students against a target of 1,800.
Before relocating to Dubai, I worked in Kazakhstan’s higher education sector, managing digital growth for KAZGUU University, one of the country’s leading private universities.

I was responsible for building a multi-channel digital acquisition system that supported brand awareness, student recruitment, event registrations, admissions campaigns, and department-level communications across the university.
Tamara Gelatee
Marketing & Growth
Key Results
Across 11 months, I managed a high-volume digital growth operation that delivered:
  • $5,060 ad budget managed
  • 2.44M total reach
  • 239 advertising campaigns launched
  • 2,400 enrolled students against an initial target of 1,800
  • 133% achievement of the enrollment target
Strategic Approach
I repositioned the university’s digital marketing from fragmented social posting into a structured audience-based growth system.

The strategy was built around three core pillars:
  • Audience Segmentation
    Instead of treating the university audience as one group, I divided communication by intent and lifecycle stage:

    • Awareness: high-school students and parents discovering the university
    • Consideration: applicants comparing programs, scholarships, and admissions options
    • Engagement: current students interacting with campus life content
    • Retention and authority: faculty, alumni, and graduate-level audiences

    This allowed the university to communicate with multiple audience segments through one brand ecosystem without losing clarity.
  • Content as a Growth Channel
    I developed a structured content framework across Instagram, Facebook, TikTok, and Telegram.

    Content was divided into clear categories:

    • Admissions and commercial content
    • Educational content
    • University news and announcements
    • Student-life and entertainment content
    • Engagement-driven posts
    • Giveaways and partner collaborations
    • Event and roadshow promotion
    This helped balance brand-building, student engagement, and lead-generation goals.
  • Paid Acquisition and CRM-Connected Campaigns
    I managed Meta Ads campaigns for student recruitment, open days, regional presentations, scholarships, and master’s degree programs.

    Campaign traffic was directed to AMO CRM registration forms, connecting digital campaigns with admissions and event-registration workflows.

    My responsibilities covered the full paid media cycle:

    • Campaign planning
    • Copywriting
    • Creative briefing for designers and videographers
    • Budget planning
    • Meta Ads setup and optimization
    • Reporting
    • Coordination with admissions and sales teams
Social Growth Results
The organic strategy supported strong audience growth and daily engagement across channels:
  • Instagram
    • +5,000 followers
    • 4,462–6,123 daily Story views
    • 300–500 average post likes
    • 10,000–13,500 daily Reels views
    • 1–3 feed posts published per day
    • 7–10 Stories published per day
    • 3–5 Reels published per day
  • TikTok
    +3,000 followers
  • Facebook
    • +1,200 followers
Business Impact
The project combined performance marketing, social media, influencer partnerships, CRM-driven lead acquisition, event promotion, and cross-department stakeholder management.

Marketing initiatives supported student recruitment, admissions campaigns, scholarship programs, university events, and institutional communications across multiple audience segments.
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Tamara Gelatee
Marketing Manager focused on building scalable acquisition systems through paid media, branding, CRM activation, content strategy, and business growth initiatives.
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