Osama Bhutta
Strategic Comms & Public Affairs Consultant | Fractional CMO | Senior Research Fellow
Osama helps institutions with strategic communications, public policy, and organisational change. Over nearly 25 years, he has provided leadership at the University of Manchester, Amnesty International, Shelter UK, and Al Jazeera, and consulted for the UN Development Program, the Wellcome Trust, the Gates Foundation, the OSCE, and government entities worldwide.
Core Practice:
- Strategic & Editorial Leadership: Defining brand narrative, content strategy, and market positioning
- Policy & Public Discourse: Shaping public opinion, stakeholder engagement, and policy change
- Institutional Transformation: Guiding leadership teams through operational change and complex crisis situations
- Research & Analysis: Bridging academic rigor with practical strategy to inform long-term institutional and governmental decision-making
Career and achievements
As CMO at the University of Manchester, Osama led institutional positioning and reputation at one of the world’s top forty universities. Leading student recruitment, he was responsible for over half the university’s £1.4bn income.
He also served as Global Director of Marketing & Communications at Amnesty International, overseeing news and media operations, brand strategy, creative development, and digital engagement across 70+ countries. He repositioned the organisation’s approach to be more emotionally resonant while maintaining its authority on human rights issues. Under his leadership, the organisation exceeded ambitious growth targets and delivered award-winning campaigns that shifted policy and public opinion worldwide.
At Al Jazeera Media Network, he designed and executed the strategy that transformed the network’s global reputation. His approach created a long desired breakthrough moment in the US and brought Al Jazeera’s audience reach in line with CNN and BBC across APAC and EMEA regions. As Head of Communications and International Relations, he managed government and diplomatic engagement during the Arab Spring and coordinated a multi-award winning campaign that secured the release of four imprisoned journalists in Egypt.
As Executive Director at Shelter, he led campaigns that changed housing legislation and returned social housing to UK political discourse, resulting in billions in new government investment.
The teams he has built and led have been recognised with international honors including Titanium and Grand Prix for Good at Cannes Lions, Best of Show at The One Show, and SABRE Awards across EMEA, APAC, and Global categories—including recognition for one of the 40 best campaigns in the world.
