I have over twenty years of experience working in the international marketing sector comprising a broad mix of working at both national agencies and individual institutions working in communications, destination marketing, student recruitment, business development, partnership building and networking. More recently, I have had to make huge adjustments to our marketing and communications plans due to the coronavirus pandemic and the effect this is having on our business.
My current role is Head of International Market Development at the University of Leeds internationally with a view to developing business opportunities, raising our reputational profile, recruiting top quality students and facilitating international partnerships. I use many forms of communication such as direct marketing and campaign management experience to target multiple audiences through multiple channels, such as print media, the website, e-newsletters, events & exhibitions, third party suppliers and social media. As well as attracting the customers who use our products and services, my work also goes some way to attracting investment often in the form of research grants, that provides valuable income to many of our academic departments. Ultimately, the overarching aim is to drive students to live, study and work in Leeds as well as attracting business and research investment for the region. I also held a similar role in York for six years.
Managing a team of 35 staff, including 15 in the UK and the rest in five countries overseas. Responsible for marketing and raising brand awareness of the University, including the recruitment of international students, streamlining admissions processes, the promotion of academic research and professional development programmes, and the development of international partnerships with universities, schools and ministries of education in targeted countries overseas and the UK. Achieved through implementing bespoke marketing strategies and building relationships with key stakeholders and managing work done by over 110 agencies. Responsible for a marketing budget of over £3.5 million per year. Main achievement: Increasing the international student population from 6,000 to over 9,000 at a time when most institutions in the sector have been experiencing decline, growing market share well above the competitor average.
Responsible for identifying new international business and collaborative opportunities within targeted countries overseas. I wrote and executed the International Business Development Strategy which informed the Business Plan and brought in over £500,000 worth of new business with ministries and universities for the HEA from the Middle East and SE Asia. I also provided consultancy services on behalf of the HEA and wrote an international marketing strategy for a university in London. Main achievement: Increasing income from international consultancy from £15,000 in 2012 to over half a million in 2015.
A similar role to University of Leeds, but at an earlier stage of maturity in the University’s international marketing development. A major part of my role was business development, particularly in the Middle East, Africa and Latin America. I led very successful strategies that saw the University raise its profile significantly to the top 100 in the world university rankings as well as both a 120% increase in international student applications and a 23% increase in student registrations over the last three years of my tenure, exceeding targets by unprecedented amounts every year. I also created the International Office website from scratch using corporate templates and developed a social media strategy which enabled the University to engage more effectively with international students.
Responsible for the development, marketing and administration of international educational programmes to institutions around the world and in the UK with a view to creating sustainable partnerships and enhancing the international dimension of the National Curriculum. I worked closely with government offices, foreign embassies and ministries of education, as well as UK and overseas schools and universities. I both recruited and managed the relationship with a marketing agency for three years.
Taught English conversation and business within Japanese companies, private language schools and state secondary schools. I developed a strong awareness of the importance of cultural sensitivity and integrated easily into a culture very different to that of the UK.