University of Central Lancashire

Director of International Recruitment

BUILA

A member of the BUILA exec committee and chair of the China Regional Group, I facilitate the sectoral responses to common challenges and opportunities from China and beyond.

Executive member, UCAS and ECCITS lead, and Chair of China Regional Interest Group

British Universities'​ China Association

The British Universities China Association is a non-profit, unincorporated association formed by a number of active International officers and managers at British Universities, whose primary responsibility includes China. 

The association brings together HE practitioners, policy makers, marketing agencies, and other commercial organisations. creating a forum for China IOs, academics with links with China, and other interested members to discuss policies, opportunities, and trends in market.

My key contributions include
- Founding the association with clear TOR and vision to attract stakeholders
- Hosted regular peer learning events and policy update events to build BUCA's profile and value for members
- Accountable for strategic planning for the association, setting out clear outlook for the association.
- Increased HEI members by 15 times in 3 years, and established BUCA as a primary platform for regional knowledge sharing.

Founder

University of Nottingham

The University of Nottingham is one of the top ten largest universities in the UK with a prestigious international reputation as one of the founding members of the Russell Group Universities. As one of the UK’s foremost international universities, Nottingham has an ambitious target to maintain growth of international undergraduate and postgraduate students year on year. 

As a member of the university’s senior leadership team, I lead the international student recruitment department consisting five teams from regional recruitment, teaching partnership, strategic partnership, sponsors to agents, based in the UK, Malaysia, China and India. My primary responsibility is to deliver the post-pandemic international growth in line with the university's ambition, through the designing and implementing of the International Student Recruitment strategy, working with and expanding our network of teaching partnership, agents, sponsors and relationship with Kaplan.

Besides my own department, I am one of the university’s key workstream leads for UG, PGT and PGR Size and Shape projects, as well as directly supporting the digital engagement, Global Engagement and tricampus development.

Deputy Director of International Student Recruitment

University of Derby

-	Led an experienced and diverse team responsible for the success of Derby in China, Pakistan, MENA, and Southeast Asia. Led the delivery of key regional recruitment, partnership and marketing strategies, including faculty engagement plans, resulting in significant improvement on international student recruitment from 2017-2021.
-	Set up a high-performing target driven in-country team based in China. In-country staff rated excellent ambassadors for the university by stakeholders. 
-	Established and led ground-breaking, multi-level partnerships including TNE, progression, articulation, and short courses. 
-	Envisioned and executed Derby Summer School which recruited over 100 students every year (before Covid)
-	Co-led the Unviersity's China regional engagement group, created an impactful platform for cross departmental collaboration and maximising opportunities.

Senior Regional Manager (East Asia, UKI, Pakistan and MENA)

Loughborough College

-	Promoted to the head of international team within in the first year, with 7 direct reports and covering a number of key markets including East Asia, South East Asia, and UK international. Accountable for departmental business planning, budgeting, compliance, admission, recruitment, and partnership.
-	Championed the college international strategy which led to the streamlining of international admissions and partnership on-boarding process, reduced recruitment cost per student by 10%, and more than doubled international student numbers in 2 years and had delivered £200k circa income.
-	Actively safeguarding the college license as the UKVI authorising officer, provided up-to-date compliance training, and briefing to stakeholders. As a result, the college had maintained a very low visa refusal rate and had been successful with home office audit in 2016. 
-	Built a robust international travel policy and implemented it through college leadership framework, provided the whole college with intelligence and support for overseas visits.

Head of international team

Aberystwyth University

- Revitalised a large recruitment region including China, Japan, Indonesia, and Brunei, resulted exponential growth in international income within 2 years.
- Led the production and implementation of regional strategies, which led to informed decision making on budget and business planning and achieved the university’s expectation in 2013. 
- Set up 2 franchise partnerships in China that are still recruiting over 150 students per year today.
- Established a regional office and led key stakeholders through the process, hired and training staff to support agent management and conversion activities.
- Launched multichannel marketing campaign based on extensive marketing research, the first country landing page, country specific marketing collaterals and Chinese social media accounts for the university, gaining 1000+ followers in the first year.

East Asia Manager

Beijing Space Study Ltd

	Oversaw and optimised the company’s pathway programme portfolio, resulting a significant saving on pay cost, achieved a higher profit margin (20%) per student.
	Led the multinational pathway delivery team of 12 direct reports, designed and implemented peer learning, team building and performance related incentive scheme for the company. 
	Set up a PGT level TNE in China in 2009, the programme is still recruiting over 50 students a year.
	Built a productive agent network to reduced direct recruitment cost by 50%, re-invested surplus on student experience and staff training. As a result, the student success rate improved 20% in the first 2 years.

Director of Pathway Programmes

A passionate and driven senior international education strategist, with 17 years of proven success putting UK HEIs on the global stage. Creative visionary, passionate communicator, collaborative mentor, and caring leader. Championed the implementation of successful ground-breaking international education partnerships and exceeded expectations.

I’ve been successful in driving changes with a clearly defined vision, I’m able to get stakeholders at all levels on board and ready to contribute to big change initiatives.

I love a good challenge and continual development, which is why I have started my part-time MBA at the begining of the pandemic, I would love to have a chat with anyone who is also on a similar journey - it's hard but really rewarding!

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