Sectors //
Education
Student recruitment is a marketing problem with a very short window.
Board-level marketing leadership in higher education, plus fractional and consulting work across EdTech platforms, further education colleges and specialist institutions. I know what a clearing cycle does to a team, and why most education marketing problems turn out to be admissions problems.
The work //
What I’m usually brought in to do
- Student recruitment strategy across UG, PG and international
- Course and programme positioning in competitive markets
- Admissions journey and conversion as well as top-of-funnel awareness
- Departmental audits: strategy, website, analytics, personas
- Marketing function structure and capability building
Clients
- TES GlobalMarketing strategy & campaign planning · Website rebuild · Email & CRM campaigns · Branding · Sales decks & collateral
- AD Education GroupICMP: The Institute of Contemporary Music PerformanceSAE InstituteBoard-level marketing leadership in higher education · Student recruitment across undergraduate, postgraduate & international · Full-channel marketing & campaign planning · Brand, positioning & communications in competitive markets · Search strategy across SEO, paid media & PR · Growth marketing through to sale
- Academy of Contemporary Music (ACM)Director-level marketing leadership in a competitive higher-education market · Undergraduate, postgraduate & international student recruitment · Integrated campaign planning across every channel · Positioning, brand & communications built to stand out · Joined-up search across SEO, paid media & PR
- Elevate by ICMPFounder-led EdTech start-up within ICMP · Concept, brand & online course platform · SEO & launch · Proposition to go-to-market · Taken through to a successful exit
- Mont Rose CollegeStrategic marketing & website audit · A blueprint covering analytics, attribution & student personas, SEO & online reputation, team & sales process · A prioritised action plan for the in-house team to follow
What’s usually going on //
The brief is almost always “improve the marketing”. The cause is almost always somewhere else: a leaking admissions process, course descriptions nobody outside the institution understands, or no single owner of the student journey end to end. I look for that first.
In practice //
Recent work includes a full marketing department audit for a further education college in East London: covering strategy, website, analytics, personas, and a complete programme of work to increase brand awareness and local student recruitment.
Selected work //
Elevate by ICMP
ICMP had spent thirty years teaching musicians on campus. Elevate was the business we built to reach everyone who wasn't ready to walk through the door: courses from £15, online, taught by the people the industry actually hires.
Most relevant here //
Marketing Audit
An honest view of what's working, what isn't, and what to do about it.
Brand & Positioning
What you stand for. Who you’re for. Why it matters.
Marketing Strategy
Stop guessing. Start with a plan that connects to revenue.
Other sectors //
Green Tech & Clean Energy Novel technology that the market hasn’t got language for yet.
Tech & SaaS Technically complex products, buyers who don’t speak the language.
Independent restaurants The food is rarely the problem. Being found and booked is.
Charity & Purpose-led Small budgets, real constraints, and no room for waste.
Next //
Working in education?
Start with a conversation.
Tell me where you are and what you’re trying to do, and we’ll work out together whether I’m the right person to help. No commitment, no pressure.
Brighton · London · UK-wide and internationally · LinkedIn