A senior student recruitment leader at the University of Leeds, with 18 years’ experience in higher education across UK and international recruitment. Her work spans recruitment strategy, conversion, student decision-making and scholarships, with a strong focus on using evidence to inform where universities invest and how they measure impact. She is particularly interested in what genuinely influences student choice, how institutions can test and learn from different interventions, and how we move beyond measuring activity to understand what actually makes a difference.