Birmingham City University
Appointed Director of Group Marketing and Communications in 2008, Kathryn developed a focused, credible brand identity following the institution’s name change and targeted marketing to reverse a declining trend in student recruitment. BCU achieved the UK's highest rise in UCAS applications in 2009 and Kathryn won the Times Higher Education Leadership and Management Award for Outstanding Recruitment Campaign.
University College Northampton / University of Northampton
Kathryn led the rebrand after the institution was awarded university status in 2005, creating the over-arching brand identity of ‘Inspiring change, transforming lives’, still used a decade later. Enquiry levels rose, UCAS applications almost doubled and student numbers grew 11% during Kathryn’s tenure. Positive results in a 2006 Staff Wellbeing Survey led to her Department being studied as an example of best practice.
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University of Wolverhampton
The literature strategy Kathryn introduced as Head of External Relations led to a 20% growth in students. Able to quickly spot opportunities to stand out in a crowded market, her innovative communications included a US-style ‘View book’ and the UK's first university loyalty scheme for prospective students. She also pioneered a range of helpful guides in areas such as finance and accommodation, now commonplace in the sector.
Kathryn enjoyed over 20 years’ experience of communications, public relations and award-winning marketing for the public and private sectors, the majority spent within the Higher Education (HE) sector. Starting her career as a fully qualified journalist gave Kathryn a solid foundation in writing and interviewing techniques, providing an insight into best practice in managing media relations, which led to a natural transition to PR and then education marketing. She has supported a range of organisations in the development of branding and profile-raising, helping to successfully transform the reputation, positioning and student recruitment performance of three UK universities. A highly effective senior manager for well over a decade, her leadership has been cited as best practice on multiple occasions.