Khaled El-Hennawy
Kitchener,Ontario
Summary
EXECUTIVE SUMMARY
Dynamic global executive with a proven record of architecting and scaling international student recruitment ecosystems across 40+ countries. Known for transforming underperforming markets into top-performing engines of growth, unlocking multimillion-dollar returns, and designing go-to-market strategies that resonate across diverse cultures. Over two decades of experience across public and private sectors, with a track record of building teams, launching destination strategies, and driving strategic innovation at the intersection of education and technology. As AVP of Sales at ApplyBoard, I led the MEA and LATAM portfolios to deliver peak performance—achieving over 9,000 enrollments annually, establishing brand authority, and executing high-impact partner activations. Deeply entrepreneurial and globally connected, I thrive in ambiguity and turn complexity into momentum.
Overview
25
25
years of professional experience
Work History
AVP Sales MEA, China, UK, Turkey, CIS, Pakistan
ApplyBoard
Kitchener, ON
05.2019 - 07.2025
- Spearheaded growth in Middle East & Africa from 177 enrolments in 2019 to 6,293 in 2023—scaling the region to peak performance.
- Delivered over 22,000 student enrollments cumulatively from MEA and LATAM between 2019–2024.
- Built and led cross-functional teams across 40+ countries including LATAM, Africa, CIS, Turkey, and Pakistan, pioneering ApplyBoard’s diversification strategy.
- Secured 900% partner growth in West Africa and 3x expansion of LATAM engagement via B2B workshops, regional summits, and on-the-ground partner enablement.
- Created playbooks for territory planning, performance governance, and recruitment partner segmentation, used globally by sales leadership.
- Orchestrated the turnaround of underperforming markets and launched destination strategies for the UK, US, and Canada amidst global enrollment volatility.
- Partnered with product, CX and marketing teams to build region-specific features and digital experiences improving partner adoption and market traction.
- Oversaw hiring, coaching, and succession planning of multi-layered international teams, with a culture of performance, ownership, and diversity.
- Recognized by senior stakeholders, institutions, and embassies for transforming market presence and driving policy-level engagement.
Director, International Recruitment & Partnerships
George Brown College
Toronto, ON
09.2017 - 07.2018
- Managed student recruitment across Africa, the Middle East, and South Asia, boosting partner channel performance through agent engagement and diversification.
- Developed market-entry playbooks and supported program alignment with regional demand trends.
- Managed institutional relations with universities and colleges in India offering the GBC curriculum.
Regional Director, International Business Development
Seneca Polytechnic
Toronto, ON
04.2006 - 09.2017
- Grew student recruitment across Turkey, the Middle East, and Africa, contributing to Seneca becoming Canada’s most diverse postsecondary institution.
- Secured multimillion-dollar grants and led development projects in Mozambique, Kenya, Tanzania, and Egypt, in partnership with the Aga Khan Foundation.
- Drove both B2B student recruitment and institutional partnerships, building Seneca’s international reputation as a strategic partner.
- Worked with the VP of Academic Affairs on preparing and negotiating proposals for the Saudi Arabian government's COE initiatives, resulting in Seneca winning two women’s campus management contracts.
Regional Marketing Director
International Hotel Management Institute -IMI
Luzern, Switzerland
10.2000 - 08.2006
- Led Swiss-based hospitality education initiatives in Saudi Arabia, the UAE, and Egypt through partnerships with ministries and hotel groups.
- Designed curriculum and vocational training programs for government capacity-building initiatives.
Education
Bachelor of Science - International Business Management
Cairo University
Cairo, Egypt05-1995
Executive Education - Global Strategy & Leadership
University of Toronto
Toronto, ONSome College (No Degree) - Risk Management
Queen's University
Kingston, ONLanguages
English (Fluent), Arabic (Native), Basic Spanish & Turkish
Timeline
AVP Sales MEA, China, UK, Turkey, CIS, Pakistan
ApplyBoard
05.2019 - 07.2025
Director, International Recruitment & Partnerships
George Brown College
09.2017 - 07.2018
Regional Director, International Business Development
Seneca Polytechnic
04.2006 - 09.2017
Regional Marketing Director
International Hotel Management Institute -IMI
10.2000 - 08.2006
Bachelor of Science - International Business Management
Cairo University
Executive Education - Global Strategy & Leadership
University of Toronto
Some College (No Degree) - Risk Management
Queen's University