Future Facing Speakers
Our 2025 programme is ready to inspire...
Keynote Speakers | Workshop Speakers
KEYNOTE SPEAKERS
Eleanor Bradford
Director of Corporate Communications, Muckle Media
Eleanor Bradford is the Director of Corporate Communications at Muckle Media, a Scottish based PR agency with global clients. She is an award-winning communications specialist, and former columnist and BBC correspondent. She previously led PR for Gordonstoun, guiding them through the death of their former pupil Prince Philip as well as the accession to the throne of another former pupil, not to mention lockdown and an independent judge-led inquiry into historic abuse. Eleanor still works with independent schools as a consultant, as well as a wide variety of organisations across the food and drink, environmental, transport and health sectors.
Session Title:
'Another Point of View - how others see you, and time to change perceptions'​
Dorothy McLaren
Chief Executive Officer and Founder, The Schools’ Enterprise Association
Founding Director, School Trunk
Dorothy McLaren is the Chief Executive Officer and Founder of the Schools’ Enterprise Association, supporting schools’ commercial and enterprise teams as they develop and grow their co-commercial offer. She also founded School Trunk, providing a modern professional storage solution for boarding schools.  Dorothy has a strong background in leading organisations in senior leadership roles, spanning marketing, communication, and general management across diverse industries in the UK, Asia, and Africa. For the past 10 years, her focus has been on the schools’ sector. As an entrepreneur and business-savvy leader, Dorothy brings a fresh perspective to growing schools’ non-fee revenues. She is passionate about supporting commercial and enterprise teams across the UK and abroad as the sector actively seeks to diversify revenue streams. Dorothy is a Trustee of the Leo Academy Trust in south-west London and a Governor of The Hurlingham Academy.
Session Title:
‘Driving non-fee revenues: Can marketing support schools’ enterprise endeavours?’​
​School’s marketing and admissions teams have traditionally focused on driving pupil numbers. Increasingly, commercial activities are becoming an important part of school’s revenues and many of these commercial activities have a branding and admissions benefit. How can school’s marketing teams support school’s commercial projects and what is the possible return on that investment?
Anne Wakefield
Head at St Mary's Calne
Anne Wakefield joined St Mary’s Calne, one of the UK’s oldest and most prestigious schools for girls, in September 2024 as the first Head to lead both the senior school and its sister junior school, St Margaret’s Prep. St Mary’s Calne is a dynamic, full boarding and day school with a vibrant community of 350 girls aged 11 to 18 years. The exceptional campus includes an award-winning Library and a state-of-the-art Sixth Form Centre, where retention from the Fifth Form is strong, thanks to its smart looking individual rooms with ensuite, common room, kitchen, bar & social area, and an impressive Futures programme that equips pupils with the qualifications, skills, and mindset needed to thrive in an evolving workplace of the future. Mrs Wakefield is known for her warmth, intellect, and visionary leadership. She is deeply passionate about fostering innovation, embracing creative technology, and providing transformative education that prepares students to flourish in a rapidly changing world. Before joining St Mary’s, Mrs. Wakefield served as Deputy Head at Benenden School, where she focused on Boarding and Pastoral Care. During her time there, she also played an active role in a variety of committees, including Marketing, Finance, and Safeguarding. Prior to this, she was Deputy Head Pastoral at Queenswood School, where she managed the school’s co-curricular and weekend programmes, ensuring a holistic and enriching experience for all pupils. A committed and influential member of the education community, Mrs Wakefield has also served as a Governor at a Prep school in Kent and is a fully trained inspector for the Independent Schools Inspectorate (ISI). She is married to Ben, and they have a young son who attends St Margaret’s Prep.
Session Title:
'Strengthening connections: Retention strategies to cultivate community, engagement, and success'​
Edward Hayter
Chief Operating Officer, St Edward’s School, Oxford
Edward was educated at RGS Guildford where he was a music scholar and then read Politics and Economics at Southampton University where he was captain of the Boat Club. He began his career in the Royal Navy, trained as a surface fleet Navigator and was appointed aide-de-camp to HRH The Princess Royal in 1996. Edward left the Royal Navy in 1998 to pursue a career in strategy and corporate finance initially with strategy consultants Monitor Deloitte, then as COO of Corporate Ventures at British Telecom, Director of International Strategy at Lloyds Bank and for 12 years an Operating Partner at Lloyds Bank’s Private Equity fund LDC, working with the senior management teams of investee companies to drive growth and improve operational efficiency. Edward joined St Edward’s as Chief Operating Officer in January 2020. He leads the financial and operational management of the School and of the charity’s commercial subsidiaries and operations, including St Edward’s School International Ltd. He is also responsible for admissions, the School’s endowment, fundraising, and is Company Secretary of the North Wall Trust. Beyond Teddies he is Chair of his local Parish Council and a Governor of St. Hugh’s School. He is also a keen sailor and cyclist and enjoys playing the bagpipes. His wife Victoria (who does not enjoy the bagpipes) is a teacher at New College School. They have four children and two very enthusiastic golden retrievers.
Emma McGowan
Marketing Manager at Tudor Hall School
After starting her career as a marketing graduate trainee at Savills plc, Emma specialised in press and public relations within the residential property market and worked on behalf of property developers, estate agents, web sites and price indices. She became MD of Chime Communications’ property agency AMD PR in 1999, which saw her overseeing the PR for 60% of London’s Thames-side residential developments. The arrival of four red-headed daughters (not at the same time) and need for flexibility prompted Emma to set up a communications agency from home which served the wider world of property. Emma joined Tudor Hall’s Alumni & Development team in 2015, then oversaw the alumni, communications and community at Winchester House Prep School for seven years and returned to Tudor in 2024 as joint marketing manager with Karen Smith.
Session Title:
'Micromarketing: reeling them in'​
Karen Smith
Marketing Manager at Tudor Hall School
Karen is an experienced marketer specialising in schools and the education sector. She has lived and worked in boarding schools for more than 25 years and has been Marketing Manager at three senior boarding and day schools: Worth, Haileybury (where she was also Acting Director of External Relations) and her current role at Tudor Hall in Oxfordshire alongside Emma McGowan. Karen has also worked extensively as a school marketing and admissions consultant, with more than 30 schools of all types (day, boarding, prep, senior, academies, state schools and international), as well as working with education sector businesses and organisations. She has a real understanding of the challenges facing schools and relishes creating and implementing marketing, pupil recruitment and communication strategies that work.
Session Title:
'Micromarketing: reeling them in'​
WORKSHOP SPEAKERS
Carolyn Reed
Founder of Reed Brand Communication
Carolyn Reed is the founder of Reed Brand Communication, a bespoke marketing consultancy specialising in schools and education. Reed Brand Communication advises schools on: - Research to inform strategy, - Strategic workshops and direction for Governors and SLT - Brand communication including podcasts - PR for Change Management - Identity Design She also advises schools on developing and marketing their Nursery and Earlier Year provision through ‘Your Independent School Nursery’ consultancy with Katie Cardona. Carolyn is a member of D&AD, RSA and the Market Research Society and Chairs the Governors Marketing Committee at The Granville Prep School in Sevenoaks, Kent.
Session Title:
'​Ready for take-off? How to get your nursery marketing off the ground and flying high!'
Carolyn Reed and Katie Cardona from RBC have been advising independent schools on their marketing strategy planning and comms for over 15 years and have now turned their attention to the nursery market. Reed Brand Nursery Consultancy helps schools start, develop and enhance their nursery provision to create a strong pipeline into reception and a sustainable income stream for the rest of the school. In this interactive session Carolyn and Katie will glide over the nursery landscape and advise on how to market your school’s nursery, making it the most compelling ticket for parents in your area.
Katie Cardona
Consultant at Reed brand Communication
Katie Cardona is a Consultant with Reed Brand Communication, a bespoke marketing consultancy specialising in schools and education. Katie’s expertise includes Research and Insight (she is a member of the MRS), Strategy and Planning, Brand Communication, PR and Copywriting. She also advises schools on developing and marketing their Nursery and Earlier Year provision through ‘Your Independent School Nursery’ consultancy with Carolyn Reed, is a regular contributor to Independent School Management magazine and frequently speaks at schools’ conferences. She is also Chair of Governors at Rydes Hill Preparatory School and Nursery in Guildford.
Session Title:
'​Ready for take-off? How to get your nursery marketing off the ground and flying high!'
Carolyn Reed and Katie Cardona from RBC have been advising independent schools on their marketing strategy planning and comms for over 15 years and have now turned their attention to the nursery market. Reed Brand Nursery Consultancy helps schools start, develop and enhance their nursery provision to create a strong pipeline into reception and a sustainable income stream for the rest of the school. In this interactive session Carolyn and Katie will glide over the nursery landscape and advise on how to market your school’s nursery, making it the most compelling ticket for parents in your area.
Tom Crooke
Founder & Director of Bobbin
Tom founded video production company, Bobbin, in 2012 after losing his grandad, Eric, to cancer. He was left £500 and was determined to spend it on something meaningful. So, he bought a DSLR camera, a 50mm lens, and an SD card (a tripod would have to wait). Bobbin was born. Since then, Tom has gone on to create award-winning video content for some of the world’s best-known brands, including Louis Vuitton, Lloyds Bank, Penguin Random House, and Le Creuset. Being entirely self-taught over the years without any formal training as a filmmaker, Tom is on a mission to empower others to tell their own stories by creating their own content. So, in 2024, Bobbin launched Unlimited Video, enabling its clients to create unlimited content from every shoot day. Tom creates video content with a growing list of independent schools across the UK and is a regular guest speaker at Kingston University on content marketing.
Session Title:
'​How to Create In-House Video Content'
Schools need video content. Lots of video content. Reels, Shorts, Stories, Meta ad campaigns, website banners… but paying agencies, production companies, and freelancers to create every single piece of content can get very expensive. What if, with a few simple content frameworks and easy-to-use apps, you could transform your team into a content production factory? Join Tom Crooke (Founder & Director of Bobbin) and Abi Evans (Director of Admissions, Marketing, and Communications at Bancroft’s School) for a simple step-by-step guide to creating video content, along with a case study on how Bancroft’s keeps its website and social channels filled with high-quality content.
Abi Evans
Director of Admissions, Marketing, and Communications, Bancroft’s School
Abi Evans is the Director of Admissions, Marketing, and Communications at Bancroft’s School, a co-educational day school for over 1,100 pupils aged 7-18 on the edge of North East London and Epping Forest. Before moving into the independent schools sector, Abi built a career in broadcast television, specialising in investigative and current affairs programming, primarily at the BBC. She then brought her expertise in storytelling and audience engagement to education, first as Communications Manager at the Royal Masonic School for Girls, a 2-18 all-girls boarding school, before joining Bancroft’s.
Session Title:
'​How to Create In-House Video Content'
Schools need video content. Lots of video content. Reels, Shorts, Stories, Meta ad campaigns, website banners… but paying agencies, production companies, and freelancers to create every single piece of content can get very expensive. What if, with a few simple content frameworks and easy-to-use apps, you could transform your team into a content production factory? Join Tom Crooke (Founder & Director of Bobbin) and Abi Evans (Director of Admissions, Marketing, and Communications at Bancroft’s School) for a simple step-by-step guide to creating video content, along with a case study on how Bancroft’s keeps its website and social channels filled with high-quality content.
Ranald Lloyd-Williams
Founder of Feel Good Films
Ranald is a passionate filmmaker and the founder of Feel Good Films, a multi-award-winning film production agency established in 2015. A First-Class graduate in Film Production from Staffordshire University, his career has taken him around the world, collaborating with industry-leading brands such as Go Ape, The Entertainer, The Early Learning Centre, and The O2. With a background of working with summer camps, Ranald discovered a deep passion for working with children, which naturally shaped the expertise of Feel Good Films. Specialising in the education sector, he and his team have supported over 50 educational institutions—including universities, independent schools, colleges and summer schools—in crafting compelling marketing materials. With hands-on experience in both filmmaking and working with young audiences, Ranald and his team have a deep understanding of what truly resonates with students. Their award-winning approach ensures that every project is not only visually engaging but also strategically designed to connect with its intended audience.
Session Title:
'​Uncovering Your School’s Story: How to Use Film to Showcase Your Unique Identity'
Every school has a unique story—but how do you find it and tell it in a way that truly connects with your audience? In this hands-on workshop, we’ll guide independent school marketers through the research and thought processes needed to uncover their school’s true identity and unique selling points (USPs). We’ll explore how to structure and articulate these stories in a way that translates powerfully into film, ensuring content that is authentic, engaging, and strategically aligned with your school’s values. What You’ll Learn: ✅ How to research and identify the real stories that define your school’s identity and values ✅ A step-by-step approach to structuring a compelling school narrative for film ✅ Key storytelling principles that make video content more engaging and impactful ✅ How to ensure your story is effectively communicated—whether working with internal teams or commissioning professional filmmakers ✅ The benefits of collaborating with expert production teams who can help with the research and creative execution, ensuring a high-quality, strategic end product This session is designed to empower school marketers with the skills and mindset to craft compelling video content—not by focusing on technical filming techniques, but by helping you find and shape the stories that truly reflect your school’s unique identity. Whether you're commissioning a professional film or working with internal resources, this workshop will give you the tools to ensure your school's story is told with authenticity, depth, and impact.
Maddie Lingard
Head of Marketing at UBIQ
With a background in independent schools and over three years’ experience in the education sector, Maddie is passionate about helping schools connect with their audiences in more meaningful and strategic ways. As Head of Marketing, she leads the charge in engaging schools across the world with UBIQ’s innovative platform—transforming how they engage families, track performance and grow enrolment. Her work has helped shift the conversation away from static websites and toward dynamic digital ecosystems, backed by powerful data and effortless content management. Maddie has also overseen the growth of UBIQ’s flagship webinar programme by 149%, alongside the development of content that champions forward-thinking marketing practice in schools. Currently completing a CIM Level 6 Diploma in Professional Marketing—with a Distinction in Innovation—Maddie brings a deep understanding of what schools need to thrive in an increasingly digital world. She believes in creativity backed by strategy, and in giving school marketers the tools and confidence to lead change in their own communities.
Session Title:
5 Ways to Connect with your Audience using Data'
This talk will cover five techniques your school can implement to resonate with, engage, and convert your audience. Maddie Lingard, Head of Marketing at UBIQ Education, joined the team in January, and has over 3 years' experience within the education sector, working for an independent school for 2 years prior to her tenure at UBIQ.
Maria Antoniou
Solutions Consultant. Sales Team at Faria Education Group
I’ve been with Faria Education Group for over three years, focusing on the OpenApply platform and supporting schools across the UK in streamlining their admissions. My goal is to help schools adopt digital tools that make their processes more efficient, less manual, and more impactful. What I love most about my role is getting to know each school—their goals, challenges, and what makes them unique—so I can offer practical, tailored solutions. OpenApply simplifies the admissions journey, and it’s so rewarding to see the difference it makes, from cutting down paperwork to improving family communication. I see myself not just as a product expert, but as a trusted partner—someone schools can rely on whether they’re exploring OpenApply for the first time or refining their current setup. The most rewarding part? Hearing how much time and stress schools save after implementation. It’s a great feeling knowing that OpenApply helps them focus less on admin—and more on what truly matters: their students and school community.
Session Title:
'​Mission To Enrolment: Driving Admissions With Purpose, Utilising Artificial Intelligence'
Elizabeth Allen
Sales Consultant, Finalsite
Now back in the UK after years living abroad, Liz is a Sales Consultant on Finalsite’s global team, working closely with schools around the world. A former Finalsite client at schools in the UK and Asia, she brings over a decade of hands-on experience in school marketing and communications, including advancement, admissions, and faculty recruitment. With deep knowledge of the independent school sector, Liz understands the unique challenges and opportunities schools face today.
Session Title:
'​Winning Families at Every Stage: A Full-Funnel Strategy'
In today’s competitive school landscape, it's more important than ever to engage families from their first impression through to full community participation. This session will explore the essential components of an effective enrolment and marketing strategy—from creating compelling web content and streamlining admissions communications, to using digital marketing and integrated tools to attract, engage, convert, and retain families. Gain valuable insights and practical tips to strengthen your school’s enrolment pipeline and build lasting connections with your community.
Thaísa Pessoa
Communications & Website Specialist, TASIS Portugal
ThaÃsa is a Brazilian-born, Lisbon-based digital strategist with over a decade of experience in communication, education, and content marketing. With a background that blends editing, teaching, and branding, she helps schools and creative teams turn ideas into clear, human-centered communication. Her work focuses on building digital strategies that feel real, connect communities, and actually work — especially on social media.
Session Title:
'​Social Media That Works – A School’s Guide to Effective Online Presence'
Every school has a story — but is yours reaching the right people, in the right way? This interactive session is designed for admissions, communications, and leadership teams who want to create a content strategy that truly reflects their school and speaks to the communities they serve. We’ll explore how to align messaging with your admissions goals, use data in a meaningful way, and keep things consistent across platforms. Through real examples and collaborative exercises, you'll walk away with a flexible content framework you can adapt to your school — and a clearer sense of how to deepen engagement with both current and prospective families.
Chloe Pestell
Education Sector Director, Rebellion Marketing
With over two decades of experience in delivering impactful marketing and PR solutions across diverse industries, Chloe brings a wealth of strategic expertise and an acute eye for design and detail to our team. Embracing the latest trends and technologies, Chloe stays at the forefront of the digital realm, ensuring that Rebellion Marketing remains ahead of the curve in delivering innovative solutions to our clients in the education sector. Her skill set encompasses a wide array of disciplines, including brand strategy and design, SEO, social media management, campaign and content creation, graphic design, film, event management, and media relations.
Session Title:
'​Digital-First Admissions: Reaching Tomorrow’s Parents Today'
This session will explore the shifting behaviours in how parents discover and choose schools – and how schools can evolve to meet them where they are. We’ll cover: •The growing importance of organic search and SEO in independent school marketing •Website optimisation and UX strategies that support conversion •Paid advertising (Google Ads & LinkedIn) to reinforce visibility and support recruitment •Practical, actionable steps to create a seamless digital admissions experience
Melanie Hill
Managing Director, Moventus
Melanie's three-decade, four-continent career is marked by her ability to successfully implement impactful business lines and strategic initiatives across Europe, the Middle East, and Asia. Her leadership expertise was forged as Managing Director for Moventus, a senior executive for a global professional members association, and a regional director with a global real estate consultancy. Beyond her work growing professional organisations globally, Melanie has expertly supported international development for a leading boarding school consultant, effectively promoting the advantages of UK independent boarding schools in diverse markets such as KSA, UAE, Qatar, Bahrain, Kuwait, and Singapore.
Session Title:
'​Unlock international opportunities for your UK Boarding School'
Melanie and Sarah Harvey bring invaluable insight to promoting UK Boarding Schools globally. As long-term expats who've raised families in the Middle East and Asia, they intimately understand what truly connects with international families. Their firsthand knowledge of key expat and local platforms offers a direct, effective route to your target audience, ensuring your message lands and drives results.
Sarah Harvey
As a former Middle East-based marketing lead for a prominent UK boarding schools consultancy, Sarah brings a unique blend of professional expertise and personal understanding. A long-time expatriate and parent whose child attended a UK Boarding School, she intimately understands the complexities of choosing the right education while living abroad, particularly during pivotal stages. Sarah's extensive background in the educational and hospitality sectors, coupled with her experience across Asia and the Middle East, gives her unparalleled insight into the lifestyle media, community groups, and social media platforms where messages about UK boarding schools resonate most effectively with parents.
Session Title:
'​Unlock international opportunities for your UK Boarding School'
Sarah and Melanie Hill bring invaluable insight to promoting UK Boarding Schools globally. As long-term expats who've raised families in the Middle East and Asia, they intimately understand what truly connects with international families. Their firsthand knowledge of key expat and local platforms offers a direct, effective route to your target audience, ensuring your message lands and drives results.
Catalina Gardescu
Founder, Ideas Into Action
Catalina Gardescu is an experienced Educational Marketing, Admissions, and Communications professional with over 20 years of expertise in international school advancement. She established and led the Admissions and External Relations Department at the American International School of Bucharest and later contributed to the growth of Copenhagen International School as Director of Admissions, Marketing, and Communications. Catalina’s expertise encompasses admissions forecasting, parent engagement, communications, alumni and parent relations, fundraising, strategic marketing, and scholarship program development. She has played a pivotal role in shaping school budgets, designing marketing strategies, and leading fundraising initiatives to ensure sustainable growth and meaningful community engagement. An active member of a global network of professionals, Catalina has shared best practices and insights in international school admissions and advancement. She has designed and led OpenApply Admissions Certification Courses in Shanghai, Singapore, and Sofia and was instrumental in founding the International Admissions Bulletin, now a leading publication in the field. Catalina is deeply committed to Diversity, Equity, Inclusion, Justice, and Belonging (DEIJB), transitions-care, and fostering authentic connections within school communities. She currently leads Ideas Into Action, her own consultancy firm, and volunteers as Director of Communications for Safe Passage Across Networks. She is also embarking on a new academic journey, having been accepted into the Educational Leadership MBA program at Tampere University of Applied Sciences in Finland.
Session Title:
'Reimagine. Refresh. Reignite: Smarter Ways to Run School Fundraisers and Open Days '
How can schools break free from traditional ways of thinking to generate fresh, high-impact ideas? This interactive session explores practical, creative approaches that UK schools can adopt to make a real difference, especially in fundraising and open house events. We'll share proven, low-effort, high-reward strategies and draw upon the collective experiences of participants to uncover best practices that inspire and engage. Come ready to think differently and leave with ideas you can act on straight away.
Alicia Coad
Director, Blue Cow Education
Alicia is a former Independent Schools Marketing Director and has supported many schools with their marketing and admissions. She has over 15 yrs experience in the sector having previously worked in the corporate world and is passionate about all things schools marketing. She is also an Independent school governor, parent of children in Independent Schools and married to an Independent School teacher so brings a 360 degree perspective on schools marketing and admissions.
Session Title:
'Schools marketing and the role of advocacy '
This session will look at the pivotal role staff, current parents and past parents play in the recruitment process for prospective parents. Drawing on data from a recent survey involving over 3000 parents the workshop will look at the role of key stakeholders and how you can ensure they are strengthening your marketing efforts.
Claudine Hakim
Head Community Experience and Student Services at the International School of London (ISL)
Claudine Hakim is the Head Community Experience and Student Services at the International School of London (ISL) and is the leader of the multi- award winning ISL Crossroads Transitions Care programme. Claudine was previously a Head Teacher at an independent Special School and another International School. Claudine holds a Masters degree from the University College of London, Institute of Education in Educational Leadership and Management and a BA in Psychology and Counselling from Richmond International University. Having lived in 3 continents, Claudine is passionate about fostering well-balanced and inclusive international communities. She is a public speaker who actively promotes the importance of Transitions Care and attachment security. Claudine is a member of the ECIS Admissions Special Interest Committee and is the Chair of the Board of Trustees of Safe Passage Across Networks (SPAN).
Session Title:
'The Role of Emotional Intelligence in Admissions and Enrollment '
The session will cover key Emotional Intelligence (EI) competencies such as empathy, self-awareness, and relationship management, and how these skills can be applied to engage with prospective students, manage team dynamics, and navigate challenging situations. Participants will gain practical strategies for developing and leveraging emotional intelligence to foster positive relationships, support successful enrollment outcomes, and create a more responsive and compassionate admissions experience.
