Conferences & Training
Faculty and Speakers - Strategic Marketing Institute



Peter Slee
Leeds Beckett University

Professor Peter Slee was appointed Vice-Chancellor of Leeds Beckett University in 2015. Prior to taking up this post, Peter Slee was deputy vice-chancellor at the University of Huddersfield, responsible for strategic planning and resources. Peter has also held posts at Northumbria, Durham, Aston and Manchester and at the Confederation of British Industries.


Claire Brown

Claire Brown
Partner, Global Higher Education (EMEA)
Perrett Laver

Claire Brown is a Partner in the Global Higher Education practice. Claire has extensive experience in the Higher Education sector having joined Perrett Laver after seventeen years at the University of Liverpool. As Director of External Relations for the University Claire was responsible for Marketing, Student Recruitment, Admissions and Widening Participation, Communications and Public Affairs and Development and Alumni Relations. She was also a member of the University's Senior Executive Group and Professional Services Leadership Team.

Claire is a regular speaker at conferences on topics including consumer buyer behaviour in HE, integrated advancement, and the importance of embedding a marketing culture across an organisation. She is a trustee of CASE Europe and a former chair of the Universities Marketing Forum. Prior to joining the University in 2000, Claire worked in marketing for fast-moving consumer goods for both a household brand and a supermarket chain. She holds a degree from the Manchester Metropolitan University.

Tricia King

Tricia King
Vice President - Global Engagement

Tricia is Vice President Global Engagement at CASE – a not-for-profit that believes in advancing education to transform lives and society across the globe. She operates between CASE offices in Washington, London, Singapore and Mexico City and works with higher education leadership across 5 continents.  As a result she is rapidly developing a world view on higher education. 

Tricia has worked for 4 very different UK universities over 2 decades, most recently on the leadership team in the University of London where she was Pro-Vice-Master for Strategic Engagement at Birkbeck.  Her job focused on connecting an extended, diverse, passionate and committed Birkbeck community into the support of the institution and its remarkable students and staff.  This included leading on communications with students at every stage of their student journey and taking an integrated approach to government relations, alumni relations, fundraising, media, business engagement, student recruitment and all types of stakeholder communications.

Tracey Lancaster

Tracey Lancaster
Deputy Vice Chancellor (Corporate Communications)
Leeds Beckett University

Tracey joined Leeds Beckett University as Deputy Vice Chancellor (Corporate Communications) on 1 August. Prior, she was Director of Corporate Affairs at Sheffield Hallam Univeristy, where she led a new directorate within the University that combined student recruitment, internal and external communications, alumni relations as well as business and student marketing. During her career, prior to joining Sheffield Hallam, she was director of external relations for the University of Birmingham and marketing manager for the Royal Shakespeare Company. Tracey is also a governor of the Royal National College for the Blind.

Rachel Sandison
Executive Director - External Relations
University of Glasgow

Rachel Sandison is Director, Marketing, Recruitment and International at the University of Glasgow. Rachel's responsibilities include domestic and international student recruitment and marketing, corporate and strategic marketing, undergraduate and postgraduate admissions, international affairs and widening participation. Rachel is a chartered marketer and chair of the Glasgow Economic Leadership HE/FE Marketing group. She is a member of the CIM HE Market Interest Group, the Universities Marketing Forum, Universities Scotland International Committee and sits on a number of sector advisory boards.


Richard Taylor
Chief Operating Officer
Loughborough University

Richard is the Chief Operating Officer at Loughborough University. His responsibilities include the strategic leadership of the overall development and management of the University's non-academic operational and support services and the development of commercial income-generating functions, activities and capabilities within and across all parts of the university.

Prior to this, Richard was deputy registrar and director of the division of corporate affairs and planning at the University of Leicester. He led an integrated team covering press and public relations, student recruitment, widening participation, admissions, international operations, market research, development and alumni relations and corporate communications.

Chris Watts  Director of Marketing and Student Recruitment York St John University

Chris Watts
Director of University Recruitment
Leeds Beckett University

Chris is Director of University Recruitment at Leeds Beckett University where he is responsible for UK & international student recruitment; widening participation; student recruitment marketing; marketing research and analysis; and admissions. Before joining Leeds Beckett Chris led marketing, student recruitment and admissions at York St John and Northumbria universities and prior to that worked in further education marketing, recruitment and business development. However, his marketing grounding was in the high street in which he spent 10 years marketing (and selling) brown goods (TV, Video, DVD) for a major retailer. He entered the retail sector with a degree in Politics from Newcastle University. His particular interests in HE marketing focus on three main areas: effective student recruitment strategies and operations; direct and digital marketing techniques to boost recruitment conversion rates; and, putting marketing and service delivery at the core of decision making.

Crystal Apple

Crystal Apple award winner for excellence in teaching