Aleena Waseem
Marketing Manager, Oxford University Press
Class of 2018
Degree: BA History, Oxford University
Please outline the key stages of your career so far from graduation to your current role.
I graduated with a BA in History from the University of Oxford in 2021. In my third year, I successfully ran to become a sabbatical officer at the Students’ Union and spent 2021 to 2022 as Vice President for Charities and Community. It was an incredible experience and gave me early leadership responsibility.
In 2022, I joined Oxford University Press as a Marketing Coordinator in the International Education team. I was promoted to Marketing Campaign Manager in 2023, before moving to the UK Education team to join Oxford Children’s as Marketing Manager for fiction. I now work predominantly on children’s fiction for ages five to nine and will have been in the role for two years in July 2026.
What single thing do you love most about your career? Have you received any awards or commendations or been involved in any unique projects or developments?
I always say I have the best job at OUP. As a huge bookworm growing up, working on children’s fiction feels like a dream. My role is wonderfully creative. One day I might be looking at strategy and data, the next developing a social campaign, planning events, working on PR, or collaborating on design.
I work on fantastic series including Isadora Moon by Harriet Muncaster, which has sold more than 6.4 million copies and is now a major television series on Sky Kids and NOW. It is such a privilege to work with authors and illustrators from the earliest stages of a book through to publication and beyond. The whole Oxford Children’s team, from Editorial to Sales, Rights, Design and Production, is united by a genuine passion for storytelling. There is a lot of hard work, but also a lot of joy.
In October 2025, we launched The Diary of Wiska Wildflower, a new series by Harriet Muncaster for readers aged seven to nine. It was a full multi-channel campaign, including a beautiful exclusive edition with Waterstones, 55 panels across the London Underground, and a large-scale three-dimensional installation of a magical tree and academy for the launch event. It was ambitious, creative and enormous fun to deliver. The campaign was awarded Highly Commended at the Book Marketing Society Awards, which was a very proud moment.
I am also currently working on a new television tie-in publishing range for Isadora Moon, as part of the series’ ten year anniversary. We are developing picture books and activity books linked to the animated series, expanding into supermarkets and other commercial retailers alongside traditional booksellers. It has involved collaborating with the animation company, Kelebek Media, and even conversations with major retailers such as Hamleys. It is exciting to see the brand reach entirely new audiences.
What piece of advice would you give to our pupils as they look at our alumnae stories and consider their own future careers?
I loved school and worked hard, and I genuinely believe that gave me strong foundations. The focus, curiosity and willingness to put your whole effort into something are skills that stay with you.
However, the most important advice I would give is to choose a career you truly enjoy. I come into work excited about what I am doing. Even when it is busy or challenging, it does not feel like a slog because I care deeply about it. It is a privilege to do a job you love, but I would always encourage you to follow your interests. Passion makes a real difference to your happiness and your success.
Are you involved in any groups, campaigns or programmes with a particular focus on women? We would love to hear more.
Publishing, particularly marketing, is a female-led space, which creates a supportive and collaborative environment. I have worked with many inspiring women across the industry and have benefited from mentoring myself. There are strong mentoring schemes within publishing that help women explore different pathways and progress in their careers.
I am also a member of Women in Brand, a network championing women in brand strategy, marketing and design. They run events and networking sessions and create space for women to develop and progress in the industry. It is encouraging to be part of a community that actively supports and empowers women at every stage of their careers.