'The academic programme at Leeds Beckett is always updated with latest industry trends'

Ellen graduated with an MSc in Event Management in 2019 as an international student. Since then, she has worked on various high-profile events in the Middle East and now has her own company called Arabian Business Concepts that specialises in freelance event management, etiquette, and protocol consultancy in the region.

She shares with us her professional journey that has led her to receive the accolade from StudyUK – British Council.

Why did you choose your course at Leeds Beckett?

I started my career in hospitality and tourism, but my dream was to work in event management. I decided that pursuing a master’s degree at a prestigious university would help me to build a career in this exciting industry. I believed that British education would be valued wherever my journey could take me next.

Tell us a few details about your current role and how you got here.

I have been working all over the Middle East at some of the most exciting mega events including FIFA Arab Cup 2021 in Qatar; FIFA World Cup 2022; Qatar Hot Air Balloon Festival 2022 and 2023; and World Aquatic Masters Championship 2024. A year ago, I started my own protocol consultancy, Arabian Business Concepts, helping event planners all over the region with Middle Eastern protocol and business etiquette.

You were not only an international student, but also studied long-distance. How was your experience on the course and with the university?

The course allowed me to study and apply my new knowledge and concepts in my daily work. I believe it is great to have this flexibility to pursue a higher academic degree while working internationally at the same time.

The best part of my journey with Leeds Beckett were my professors. All of them had not only solid academic background, but also unique practical experience in the events industry. The grading system was quite strict, but provided clear guidelines and requirements, that always pushed me to perfect my research and academic writing skills. I always received detailed feedback of what I could improve in my next assignment. I was lucky to have Dr. Emma Wood as my thesis supervisor. She was always very supportive and motivated me when I felt that I was not able to succeed in an assignment and her career advice was invaluable.

Do you think your Leeds Beckett education equipped you to work in such dynamic roles in a foreign country?

Leeds Beckett’s faculty of Tourism, Events and Hospitality Management works in unison with the UK Centre for Events Management which means that the academic programme is always updated with latest industry trends and the academic research can be immediately tested in real life events. During the modules, we looked at multiple international case studies and our professors always encouraged us to look for the best practices worldwide.

What has been your biggest success so far?

I was a guest lecturer at Arab Academy for Science, Technology & Maritime Transport in Alexandria, Egypt and at the Universidad Anáhuac in Cancun, Mexico, as well as a speaker for Global Peace Chain Conference 2024 in Doha.

Tell us a bit more about your current business as well as your previous role with the Qatar Olympic Committee.

During the pandemic of 2020-2021, I used the extra free time to learn soft skills that would help me become more competitive in the events industry. I took an international etiquette course with Dr. Paul Russell of Luxury Academy London. Dr. Paul sparked my passion for etiquette and protocol in mega events, and even encouraged me to start my own consultancy. I train organisers of international events hosted in the Middle East on the local culture and etiquette. At the same time, I take interns from Qatari universities and offer them a platform to showcase their hospitality and culture and apply their academic knowledge in live events.

What does the StudyUK Alumni Award mean to you?

Of course, I was very happy and grateful to be awarded such a prestigious award. Starting my own project with no prior entrepreneurship experience was very challenging, I had my mistakes and failures, and there were times when I felt like giving up. Receiving this recognition of my work from the British Council game me motivation that I needed so much to work harder.

What are your plans for the next few years?

My plan for the next few years is to expand my company, Arabian Business Concepts Ltd, especially its social media presence and followers. I believe it would help to promote a positive image of the Middle East and its diverse cultures to the international community, that is also my opportunity to give back to this region and its hospitable people.