Experience

University of London

• United Kingdom
• Higher Education
• 700 & Above Employee

• Associate Director: Global Marketing

  • Sep 2018 - Present

  Leading a team responsible for developing and implementing integrated marketing communications campaigns to increase student acquisition in key markets and promote the University of London brand in the UK and internationally. Leading a team responsible for developing and implementing integrated marketing communications campaigns to increase student acquisition in key markets and promote the University of London brand in the UK and internationally.



The London School of Economics and Political Science (LSE)

• United Kingdom
• Higher Education
• 700 & Above Employee

• Head of Marketing and External Relations

  • Jul 2016 - Aug 2018

  I lead and advise on the student recruitment, marketing, communications, public engagement and alumni relations strategy in the Department of Management. I successfully established a new team, recruiting and developing a team of high performing professionals who are able to respond quickly to ongoing change in the Higher Education and Business School sectors. As a member of the Senior Management Team, I have specific responsibility for contributing to the department’s strategic plan, course development and faculty relationship management.Highlights and achievements:• Led on the development and delivery of an integrated marketing, communications and engagement plan for the Department, which resulted in a 42% increase in applications since 2015. Applications in the current cycle are currently up by 24%.• Successfully developed branding, positioning and an integrated marketing strategy for the launch of three new postgraduate taught programmes in 2017.• Led on the development of an internal communications strategy which has increased staff engagement with departmental communications by 15% in 2016/17.

• Marketing and Communications Manager

  • Aug 2013 - Jul 2016

  Responsibilities:• Led the overall strategic management of the Departments’ marketing and brand development in order to increase recruitment of national and international students to a large portfolio of programmes, by engaging with existing audiences and broadening the customer base.• In charge of the Department’s communications, including overall responsibility for campaign design and delivery, overall web presence, media and social media strategy and ensuring that the Department’s key messages are disseminated effectively to a range of key internal and external stakeholders and audiences.• Responsible for the development and implementation of the alumni engagement strategy.Highlights and achievements:• Led the Department’s transition to digital with the development of its first ever digital-only advertising campaign and the delivery of a one-year project to improve the overall navigation, look and content of the website, which resulted in increased time spent by users on the site, increased return visits and decreased bounce rates.• Supported senior management in the development of the Department’s 2020 Strategic Plan by developing customer data analytics and providing strategic direction informed by market trends and insights. • Launched a multi-channel alumni engagement programme comprising an e-newsletter, events, opportunities for life-long learning and a new website in 2015.• Led on internal communication and staff engagement activities and advised on best practice for change management during the restructuring of both faculty and professional services teams in 2014.



King's College London

• United Kingdom
• Research Services
• 700 & Above Employee

• Marketing Officer

  • Nov 2009 - Jul 2013

  Responsibilities:• Overall research, development, implementation and evaluation of the marketing plan for recruitment of UK and international students to the School of Nursing & Midwifery.• Development and execution of integrated marketing and communications campaigns and activities to support the School’s recruitment strategy.• Ensured the development of content for a variety of media including print collateral, publications, email, website and multimedia.• Responsible for the School’s participation in home and overseas recruitment visits - representing the School at selected events and ensuring publicity and advertising opportunities.• In charge of the return on investment of the marketing budget and optimising budget allocation. • Line management responsibilities for the School’s Events Coordinator. In charge of training, coaching and developing of team members.Highlights and achievements:• Initiated and directed the development of a new integrated advertising campaign in collaboration with an external agency to raise the profile of the School and of nursing as a career. Responsible for the campaign brief, running focus groups, support the creation of the creative concept, media planning, media buying, reporting and evaluation. The campaign won a silver Design Effectiveness Award in February 2012.• Managed the creation, production and distribution of collateral across national and international print and online media – to include advertising, bespoke publications and web content, resulting in applications to the School increasing by 18% in 2011 and by an additional 20% in 2012. • Improved and streamlined existing processes through the restructuring and implementation of a series of large student recruitment events which saw an increase in student acceptance rate of 4% in 2011 and an additional 10% in 2012.

• Marketing Events Coordinator

  • Nov 2008 - Oct 2009

  Responsibilities:• Responsible for supporting the organisation of all external and internal recruitment events, from designing the event plan to delivery and evaluation.• Effectively managed all logistics, and supported the production and the end-to-end strategic development of an annual programme of events, including open days, taster days, information sessions, conferences and seminars with audiences ranging from 50 to over 1,000 guests.• Responsible for budget control, venue selection, invitation management, producing content for presentation material, photography and filming, catering and event reporting.Highlights and achievements:• Evaluated existing event management procedures and recommended changes to the programme of recruitment events as well as a more streamlined invitation process, resulting in an increase in attendance by 15% and better feedback from attendees.



Corporate Responsibility Consulting

• Project Executive

  • Jan 2007 - Sep 2007

  Responsibilities:• Responsible for the day-to-day drive of client projects including issue research, stakeholder cooperation, development of cohesive internal policies and advising on industry standards.• Assisted the implementation of a series of tactics to impact on strategic areas of growth for individual clients –including all areas of the marketing/communication mix from direct campaigns, to events, media outreach and internal communications.• Provided database development, processing and interrogation support.• General office management responsibilities.Highlights and achievements:• Helped identify the key reputational issues facing Ujima Housing Group, a minority ethnic-led housing group, ahead of a major internal and external re-launch. The project helped the Group in engaging key stakeholders and addressing and resolving deeply-embedded issues. • Supported a programme which helped owners of hospitality facilities to manage smoking effectively and allow a comfortable environment for all users ahead of the introduction of the smoking ban in 2006.• Varied client base: British American Tobacco, Ujima Housing Group, RBSG, Charter Group, etc.