Describe yourself in three words or phrases.
Enthusiastic marketing geek.
What do you like most about your job?
I’m incredibly lucky to work with the best team. I get to collaborate with them on our creative, ambitious and sometimes complex global goals, all grounded in IDP’s mission to help students achieve their lifelong learning and career aspirations. They are an energetic force of nature which is infectious to be around.
Describe a project or initiative you’re currently working on that excites you.
To mark International Students’ Day, IDP recently launched the IDP Student Community. This online community is designed to help prospective students connect with those already living abroad. It’s still in beta phase, but incredibly exciting. The student engagement and interactions so far have blown us away.
What’s a piece of work you’re proud of – and what did it teach you?
The overarching IDP Marketing Strategy has been a foundational piece of work since it was delivered in early 2023. It is anchored in our core pillars of Brand, Community and Marketing Intelligence and ladders up to our IDP company strategy. It has taught me about the importance of having that consistent north star to work towards to get everyone on the same page, moving in a consistent direction.
What’s a small daily habit that helps you in your work?
Most mornings I try to get some form of exercise in, usually either a run or a gym class. I’d like to say it’s because my body is a temple, but really, it’s the only guaranteed time to myself before our two little boys wake up and the daily chaos begins.
What’s one change you’d like to see in your sector over the next few years?
International students bring an array of economic, social and cultural benefits to their chosen destinations. I’d love for these factors and benefits to be taken more into account by those developing policy in destination markets.
What idea, book, podcast or conversation has stayed with you recently?
I’m currently reading (well really cheating and listening to) Rory Sutherland’s new audiobook Hacking the Unconscious. This and his previous book Alchemy are fascinating accounts of how customers often engage most with advertising that doesn’t make any sense (think meerkats for insurance or gorillas for chocolate). He is the vice chairman of Ogilvy and makes a fantastic case for thinking irrationally!
What’s one piece of advice you’d give to someone starting out in this field?
If in doubt – test. Even if nearly certain – still test. The beauty of marketing currently is that it’s quicker and more cost effective to test a campaign theory in the real world and see how customers interact with it, before going whole hog.
