United Kingdom
I am an international education strategist with over ten years of experience building international partnerships, student recruitment strategies and cross-border collaborations across Greater China, the UK and Europe. My career has been driven by one central belief: international education should create long-term partnerships that connect institutions, industries and cultures-not simply recruit students. Throughout my career, I have led regional recruitment strategy, market development and partnership initiatives, with particular expertise in the China market. My experience includes international student recruitment, student mobility programmes, agent governance under the UK Agent Quality Framework, market intelligence, conversion strategy and international partnership development. I also have experience supporting transnational education partnerships and collaborative provision. Alongside my role in higher education, I currently serve as Director of Training and Professional Development at the British Universities' China Association (BUCA), where I lead the development of a sector-wide professional training framework designed to strengthen market knowledge, strategic capability and the sharing of best practice across UK higher education. Beyond international recruitment, I have developed a growing interest in building partnerships between universities and the creative industries. Through AJL Story Studio, I work with universities, museums and creative practitioners to develop cross-cultural projects centred on original cultural IP, storytelling and creative education. My focus is on designing collaborations that provide meaningful learning opportunities for students while creating value for industry partners and supporting international engagement. I enjoy bringing together people, ideas and organisations from different sectors to create collaborations that are innovative, commercially relevant and culturally meaningful. Whether developing international recruitment strategies, designing partnership models or connecting education with creative practice, I am motivated by creating opportunities that deliver lasting impact.
Led training strategy and professional development initiatives, driving partnerships and program implementation across the China market.
Developing original cultural IP for family audiences through cross-cultural storytelling. Building partnerships with UK universities, museums and creative organisations. Designing industry-led collaborative projects that connect higher education with creative practice. Supporting international engagement through cultural innovation and creative education.
-Spearheaded the development of a pioneering China Market BI framework, successfully transitioning regional operations from traditional activity-led tactics to a data-led strategic model. -Led regional recruitment strategy across Greater China and selected European markets, aligning market delivery with institutional priorities, brand positioning, and regulatory requirements. -Managed and coordinated a matrix team of recruitment officers, agent partners, and external consultants, setting objectives, providing market direction, and monitoring performance against agreed KPIs. -Oversaw agent channel governance and quality assurance, including implementation of the Agent Quality Framework (AQF), transitioning agent management from manual processes to automated, data-led systems. -Provided strategic market insight during institutional merger and rebrand activity, supporting continuity of partner confidence and mitigating delivery risk during organisational change.
Portfolio Management: Managed the comprehensive international mobility and partnership portfolio for the Business School, focusing on the Greater China region. B2B Negotiations: Negotiated and finalized high-value partnership agreements, MOUs, and study mobility contracts. Team Leadership: Managed junior officers and delivered strategic reports to senior management to guide institutional planning.
Led market research and marketing strategy, advised students on university applications, and consistently achieved sales targets.