Profile

An award winning Marketing Leader and Director with over 12 years of experience in driving growth-lead strategies in retail and online businesses. Experienced in building high performing teams, influencing business strategy at an executive level and managing multi-million pound budgets. A creative player-coach who likes to get hands-on across the marketing mix, with a particular focus on brand strategy, social media & influencer, PR and digital performance marketing. 

Employment History

Vice President, Global Marketing at StudentUniverse, London/Boston

(June 2021 — August 2024)

Leadership of globally-diverse marketing team, supporting USA, UK, Canadian & Australian businesses. Implemented a global brand strategy to support the travel businesses post-covid recovery. 

  • Delivered a 6x increase in brand awareness 

  • Reduced performance acquisition costs by 17% 

  • Increased market share in key-segments by 27% 

  • Generated $16m in earned media with Amazon Prime partnership

  • Lead global research project "The State of Student Travel" report

Director at British Educational Travel Asc., London

(June 2021 — present)

BETA represents some of the biggest and best-known businesses in the youth, student and educational travel industry. Voluntary role supporting the association in their two key priorities:

  • Creating commercial opportunities between members  

  • Lobbying government on issues relating to youth and student travel.

General Manager, International Markets at StudentUniverse, London

(October 2018 — June 2021)

  • General management of all StudentUniverse non-US businesses, including marketing, sales and commercial.

  • Turned around UK business to profitability (£650k YoY improvement)

  • Managed new market entry into Canada 

  • Improved COS efficiency through cost base reduction of 75%

  • Re-structured and globalised businesses into a single entity 

  • Grew consolidated online margin by 21% 

  • Winner "Best Youth Travel agent" (WYSE Global Travel Awards) 

Head of Marketing at StudentUniverse, London

(May 2017 — October 2018)

Marketing Manager at StudentUniverse, London

(September 2016 — May 2017)

Marketing Manager at Gapyear.com, London

(September 2015 — September 2016)

Marketing Manager at The Travel Club, London

(August 2014 — September 2015)

Online Merchandising at Flight Centre (UK), London

(February 2011 — July 2014)

Education

Mini MBA in Brand Management, Marketing Week, London

April 2023 — July 2023

Mini MBA in Marketing, Marketing Week, London

September 2017 — May 2018

Diploma in Professional Marketing, Oxford College of Marketing, London

September 2014 — May 2016

Geography, University of Newcastle-upon-Tyne, Newcastle

September 2003 — June 2006. Bachelor of Arts 2:1 (Hons)