Nelly Purcell

International HE Marketing and Recruitment strategies

Location: UK

Nelly has specialised in international marketing of UK higher education (HE) since 2002 and has a wealth of experience. She managed and supervised the development of the International Offices and their operations at both the University of Chester and at King’s College London. She led the development and implementation of international marketing, recruitment and admissions strategies and delivered ambitious student recruitment targets. Nelly has a wealth of experience in marketing UK HE to students, parents, agents, schools and universities overseas. She developed in-country representative offices and partnerships with overseas educational institutions. She has extensive work-based networks and knowledge of key markets in most parts of the world. Nelly has lived and worked in various international environments and communicates fluently in three languages. Throughout her career, she has worked internationally for both private and public organisations.

Nelly is currently an independent international education marketing consultant. She most recently worked with the Hebrew University of Jerusalem, Israel, to develop its international marketing and recruitment strategy. She is also involved in a number of international consultancy projects with SMRS, a UK Education Marketing Agency, where she is an associate consultant.

Nelly was Head of International Marketing at King’s College London from 2014 to 2019 where she led the development and implementation of recruitment strategies for international students, including the student recruitment strand of the King’s Brexit Mitigation Strategy. At King’s she developed marketing planning and delivery systems, and innovative approaches to student recruitment. This led to a significant increase in the quality and quantity of international applicants/students from a diverse range of source countries. During her tenure, King’s became the fastest-growing Russell Group University for international student recruitment (44% growth over 2014/15-2017/18) and second most popular university for students studying at international schools across the globe (CIS 2018).