Melissa is Associate Head of Marketing at the University of Leicester, where she leads recruitment marketing activity from first awareness through to enrolment and plays a key role in shaping strategic recruitment campaigns and audience engagement approaches across the University.

Over the past five years in higher education, she has developed and delivered recruitment campaigns focused on authentic storytelling, student content creation and behaviour-led marketing. And discovered a real love and passion for the HE Sector.

Before moving into higher education, Melissa worked agency-side with clients spanning sectors as varied as automotive, crop science, and plumbing and heating. The experience taught her that while audiences may change, effective marketing always starts with understanding people, their motivations and their decision-making behaviour.