The University Reputation Summit 2025

Dan Barcroft is an established leader in higher education marketing, admissions, communications and student recruitment, with over two decades of experience driving strategic ambition and engagement in these areas. He is currently Director of Marketing, Admissions, Recruitment, and Communications at The University of Sheffield, where he leads a dynamic team of over 250 professionals. Dan and his current team have been repeatedly recognised for their work and impact, including achieving Times Higher Ed Marketing Team of the Year in 2023.
Beyond his institutional role, Dan is a recognised leader in the sector, currently serving as Chair of the Universities Marketing Directors Forum (UMF) at CASE. He also works across a number of other advisory boards in the sector.

Annie is Associate Director, Higher Education at Public First. She has spent over ten years working to influence higher education policy at a national level at the National Union of Students, Universities UK International and most recently as Head of Communications and External Affairs at University Alliance. Her work has appeared in The Guardian, The Independent, Times Higher Education and more. Annie has extensive experience of leading campaigns, public affairs and branding strategies at a senior level. She led University Alliance’s rebrand and positioning strategy in 2023 and developed a strategy for positioning the UK as a study destination globally whilst at Universities UK. She has worked on campaigns that influenced key moments in higher education policy, including the Higher Education and Research Act 2017, the 2019 International Education Strategy and higher education policy surrounding the UK’s withdrawal from the European Union.

Emily leads UUK's work to influence the political environment for universities and make sure parliamentarians know about the vital work members do. She started her career working in politics and has spent the past couple of decades running public affairs, campaigns and communications work in a range of sectors including housing, health and social care.

She loves being in a position where she and her team can create change and give a voice to a whole sector, and believes universities have an incredible story for us to tell. 

Bobby Duffy is Professor of Public Policy and Director of the Policy Institute. He Chairs the Campaign for Social Science and the CLOSER Advisory Board, is a member of the Executive of the Academy of Social Sciences, a trustee of British Future and a Senior Fellow of the Munk School of Global Affairs & Public Policy, University of Toronto. He was previously Global Director of the Ipsos Social Research Institute, has been seconded to the UK Prime Minister’s Strategy Unit, and was a fellow at the Centre for Analysis of Social Exclusion at LSE.

His first book, The Perils of Perception – Why we’re wrong about nearly everything, was published by Atlantic books in 12 countries, drawing on a set of global studies on how people misperceive key social realities. His latest book, Generations - Does when you’re born shape who you are?, came out in 2021 and challenges myths and stereotypes around generational trends, seeking a greater understanding around generational challenges and intergenerational connection.

Professor Elwen Evans, KC, was appointed Vice-Chancellor of the University of Wales and the University of Wales Trinity Saint David (UWTSD) in 2023. Professor Evans read Law at Girton College, Cambridge, was called to the Bar by Gray’s Inn in 1980, and appointed Queen’s Counsel in 2002. Professor Evans was appointed as Head of the College of Law and Criminology at Swansea University in 2015, then as Pro-Vice-Chancellor and Executive Dean in 2020. She is a Bencher of her Inn, has been honoured by Gorsedd y Beirdd for her services to Law in Wales, and is a Board Member of Advance HE. 

Seb has a long background working in communications roles in the public sector and regulated industries, including the London Fire Brigade and the Local Government Association. He joined Universities UK after spending a decade in senior communications roles in the rail industry. This included as Director of Communications for the Great British Railways Transition Team, where he influenced the policy of successive governments towards the biggest reforms to rail in a generation. Before this, he worked in a membership organisation acting as the voice of the railway on a range of operational and policy issues ranging from rail fares to train punctuality and reform of the sector.

Seb has acted as a spokesperson in national broadcast media, led the industry-wide introduction of a life-saving partnership between the railway and Women’s Aid, and managed the production of various research and policy reports. He was also part of the team that devised a first-of-its kind strategy to reposition the reputation of the rail sector.  

Jo Kite is the Director of External Relations at the University of Birmingham where she has responsibility for communications, public affairs, brand and reputation, student recruitment, and global engagement. Jo has been at the university for 14 years and before that worked in senior marketing, brand, communications and public affairs roles in the public and private sectors. She has extensive experience of international engagement and reputation activity, establishing an international reputation function at Birmingham and supporting the development and launch of the university’s Dubai campus. She has also led the university’s profile-raising activity in relation to major sporting events, including the Birmingham 2022 Commonwealth Games. Jo is also on the committee of the THE World 100 Reputation Network.

Deborah Lewis is a senior leader in strategic communications and external advocacy, with experience spanning higher education, transport, and journalism. She is currently Director of Advocacy & Engagement at the University of East London (UEL), where she leads on creating high-level partnerships across government, industry, and the education sector, and positioning the University as a thought leader on key societal issues. Before joining UEL, Deborah spent over a decade in communications & senior leadership roles at the Rail Delivery Group. She began her career as a journalist, writing for regional press and the Sunday Times. 

Jess Lister is Director and Head of Higher Education at Public First, a global public opinion and policy consultancy, where she leads the firms work with universities and higher education providers in the UK and overseas. She previously worked as policy and public affairs advisor at the University of Cambridge.

Ted Mitchell has served as president of the American Council on Education (ACE), the major coordinating body for the nation’s colleges and universities, since September 2017. Mitchell and his team work closely with Congress, the executive branch, and the private sector to develop policies and innovative practices that serve our country’s postsecondary learners.

Mitchell’s leadership of ACE and the entire higher education community is informed by a career committed to increasing access to high-quality education and improving outcomes for all students. Mitchell served in the Obama administration as U.S. under secretary of education. Mitchell and his team at the Department of Education (ED) reinstated Pell Grants for incarcerated adults, created the College Scorecard, and restored millions of dollars to students who were defrauded by their institutions. Before joining ED, Mitchell served in a variety of higher education leadership roles, including as president of Occidental College (1999–2005); vice chancellor and dean at the University of California, Los Angeles; professor and department chair at Dartmouth College; and a member of the Stanford University Board of Trustees.

Professor Malcolm Press CBE DL was appointed as Vice-Chancellor of Manchester Metropolitan University in 2015, having previously held positions at the universities of Birmingham, Sheffield, Manchester and UCL. 

Malcolm is currently a trustee of the British Council and President of Universities UK (UUK).

Previously, he has served as president of his subject association, the British Ecological Society, and has also served as a trustee of UCAS, the Royal Botanic Gardens Kew, and WWF-UK, a council member of the National Trust, and a board member of the Institute for Apprenticeships & Technical Education (IfATE).

He was appointed a Commander of the Order of the British Empire in 2022 in recognition of his contributions to education.

Professor Deborah Prentice, Vice-Chancellor at Cambridge and eminent psychologist, carried out her academic and administrative career at Princeton. She rose through the academic ranks taking on administrative responsibilities of increasing scope, chairing the Dept of Psychology, serving as Dean of Faculty and then Provost, with primary responsibility for academic, budgetary and long-term planning. Her academic expertise is in the study of social norms that govern human behaviour and the impact and development of unwritten rules and conventions, and how people respond to breaches of those rules. She has specialised in the study of domestic violence, alcohol abuse and gender stereotypes.

Vivienne has over 25 years of experience working in higher education policy and politics at national and international level. She previously worked for the Chair of the Education Select Committee of the UK Parliament, as a policy specialist and then Head of Political Affairs for Universities UK, and most recently as the Director of Universities UK International (UUKi), which represents UK universities around the world.

She is a member of the UK Government's Soft Power Council, the Higher Educational Advisory Group, the Skills Advisory Group and the GREAT Private Sector Council. She is Deputy Chair of the Council for At Risk Academics and chairs its Nominations and Governance Committee. She was awarded an MBE for Services to International Education in the New Years’ Honours List 2022.  In 2021, Vivienne received the European Association of International Educators’ “Vision and Leadership” award. 

Kirsty Walker is Vice-President (External Engagement) at UCL (University College London), where she leads a portfolio encompassing communications, media relations, public affairs, marketing, digital and events. Her role was created in 2021 to strengthen UCL’s global reputation and influence, ensuring the university’s public profile reflects its world-leading excellence in research, education, and innovation.

Before moving into higher education, Kirsty had a successful and wide-ranging career in political communications and journalism. She spent nearly 13 years as a political correspondent based in Westminster, reporting on major global events and travelling with successive British Prime Ministers to locations including Iraq, Afghanistan, the White House, and the Kremlin. She is an experienced broadcaster and commentator, having appeared on BBC, ITV, Sky, and LBC.

After leaving journalism, Kirsty worked for Westminster-based communications agency iNHouse Communications. She then joined the civil service as Head of Strategy and Communications, and later Secretariat Director, for the Social Mobility Commission, alongside former chair the Rt Hon Alan Milburn. She joined UCL in June 2018 to lead the university's media relations team and develop the university’s senior political engagement strategy, including setting up UCL's first public affairs team in 2021.

As Vice-Chancellor at Ulster University, Professor Bartholomew has overall responsibility for all aspects of University business. As a dual-focused University delivering excellent teaching and research which spans multiple campuses within a unique geographical and political context, Ulster is one of the UK's most complex large universities.Ulster University is within the top 10% of all UK universities for the measure of research impact and for students’ experiences.Professor Bartholomew had a clinical career in the NHS as a diagnostic radiographer before moving into higher education in 2001. Since then, he has led on various aspects of learning and teaching and the enhancement of academic quality for the universities within which he has worked prior to leading Ulster University. Paul is a Principal Fellow of the Higher Education Academy, a National Teaching Fellow and a Fellow of the Academy of Social Sciences. Under his leadership Ulster University has completed and opened a new campus in the centre of Belfast and has launched a new School of Medicine at its campus in Derry~Londonderry - the first graduates of which qualified in 2025. In 2024 Ulster University was named the UK and Ireland University of the Year, the first time a university on the island of Ireland has received the award.

PROFESSOR AMANDA J. BRODERICK, Ph.D. BA (Hons) PhD DipM DipMRS PGCTL FRSA MBGS FCIM PFHEA Holding Board-level executive and non-executive roles for over 15 years, Amanda leads the University of East London as Vice-Chancellor & President, is Chair of the British Universities & Colleges Sport, HEA Principal Fellow, Council Member for the Association of Commonwealth Universities, and has held Professorships in International Business at multiple institutions in the UK and around the world. Former senior leadership roles include Chair of London Higher; Chief Executive Officer, Newcastle University London; Pro-Vice Chancellor (International Priorities), University of Salford; and Principal of St. Cuthbert’s Society (a Durham University College).Amanda holds an outstanding track record in transformative organisational change and innovation – currently demonstrated through transformational leadership of the University of East London, now comprising 50,000 students, 3,000+ staff and an annual turnover of c£340m. She has an exceptional profile of forging successful collaborations within and between world-class higher education and business and holds an entre- and intrapreneurial skills set and, in-depth knowledge of alternative educational models and new business ventures in both charitable and for-profit environments. She led the development of the disruptive ‘challenger institution’ - University Academy 92, building the distinctive industry-facing ‘Target Talent Curriculum’ - founded by the Class of ’92 and Lancaster University and launched in September 2017. She led the 2014 Times Higher Education Business School of the Year and has led the University of East London to become: The Times & The Sunday Times University of the Year 2025 (Teaching Quality), to be short-listed as both the 2023 and 2025 Times Higher Education University of the Year; to achieve the UK’s highest, fastest, most diversified, sustained university revenue growth (one of just 15 universities operating without debt); the UK’s largest, fastest mover in new & sustained graduate start-ups; the UK’s number one university for the greatest, fastest improvement in graduate outcomes; and, the UK’s highest, fastest-improving institution for student experience – number 1 in England for graduating students’ positivity.An eminent social scientist, she holds a rare insight into a cross-section of strategic groupings of universities across the UK and a track record in delivering results and realising value through the triple helix of education, business and government. At the University of East London, she is committed to advancing the diversity of the talent pipeline, building health gain to drive learning gain and delivering a transformative contribution to inclusive futures, skills and innovation. Using the power of sport to unlock positive transformation in many forms has been a golden thread throughout Amanda’s leadership journey. Also an award-winning researcher, her expertise lies in the fields of international business, marketing psychology and strategic communications with particular application to the digital and social business agendas. Her research has appeared in many leading journals and she authors seminal texts in her field. She has contributed to internationally-excellent/world-leading submissions in all four of the most recent UK REFs and RAEs. She has a multi-million pound track-record in research and enterprise funding from governmental, professional & commercial sources.Married with three sons, she also has particular interests in eventing, dance and the value of sport more generally. She plays the piano, badly but with enthusiasm.Notes about the University of East London (UEL):The UK’s most socially inclusive university, UEL is committed to increasing the diversity of the talent and innovation pipeline, though its careers-1st furious focus, and to addressing health and economic inequalities, wherever they are found.Economic Powerhouse: UEL and its students generated £1.2 billion in UK output and supported over 13,000 jobs in the academic year 2023/2024 – while directly employing more people than other major local organisations West Ham United FC and London City Airport combined (1 in 100 jobs in the London Borough of Newham directly relate to the University of East London).Global Export Leader: UEL delivered over 17% of all service sector exports for both the London Boroughs of Newham and Hackney combined (based on latest ONS data), cementing its role as a key driver of regional and national prosperity.Championing Skills and Public Service: UEL is training the capital’s future workforce, educating 1 in 3 of London’s Childhood and Youth Studies, 1 in 14 studying Adult Nursing, 1 in 11 Social Work, 1 in 10 teachers, and 1 in 4 Sport and Exercise Sciences students – ensuring vital sectors are ready for the future.Engine for Employability and Growth: As well as being the fastest-rising university in England for graduate employability, UEL has seen a 2,100% surge in apprenticeship completions since 2019/2020, while our students’ career confidence exceeds the national average by 9.4%, demonstrating exceptional career readiness.

Christian Cull leads Communications at The Open University, in a role that also incorporates government and external affairs. Previously, he was Marketing and Communications Director at The University of Bristol; global marketing lead at INTO University Partnerships and Thuraya Telecoms; Communications Director at Vodafone, TUI and Sky; and Marketing Director at Waitrose. Christian currently specialises in strategic narrative, reputation management and crisis communications, with a track record of helping organisations through transformation and change with clarity, cohesion and confidence. At The OU, he shapes integrated communications to advance the University’s mission and strengthen its reputation across the UK and beyond.

David Leam is Chief of staff, and was previously Group Communications Director of Network Rail. Prior to joining Network Rail, David was Executive Director for Infrastructure at the London First business group, leading their campaigning and policy work on issues such as Crossrail 2 and Heathrow. He was previously a Special Adviser at the Department for Transport from 2007-10 and from 2006-07 at the Department for Communities and Local Government. Prior to this David was a civil servant at HM Treasury where he worked in the Productivity team and in public spending on housing and planning. Responsibilities. On behalf of the chief executive, David leads and develops the day to day running of the chief executive’s office and key activities to achieve the strategic business objectives and meet key performance measures.

Tania Rhodes-Taylor is Executive Director of Communications & External Affairs at King’s College London and Chair of the World 100 Reputation Network. With extensive experience across global higher education, she leads institutional strategy on reputation, engagement and external relations. Tania has worked with universities around the world to navigate complex communications challenges, strengthen visibility and build long-term trust with stakeholders. Her work spans reputation strategy, issues management, government relations and sector-wide collaboration. Known for her thoughtful, pragmatic approach, she brings deep insight into how universities can thrive in an unpredictable geopolitical and media landscape. She is a regular speaker at international forums.

David Henderson joined Water UK as Chief Executive Officer in February 2023. 
His government experience includes working as an adviser to ministers in Australia and as an official in HM Treasury and 10 Downing Street. His most recent private sector experience includes holding global positions at WPP and KPMG.

Dr Ben Bleasdale is the Director of Public Opinion at the Campaign for Science and Engineering (CaSE). His team conduct large-scale research into public attitudes towards R&D, with opinion nationally-representative data from over 40,000 people across the UK. CaSE translate this data into practical guidance and tools to help R&D organisations connect with new public and political supporters, with the aim of making R&D matter to more people. Ben has previously held roles at the Wellcome Trust, Academy of Medical Sciences and the Medical Research Council.

Professor Penny Macbeth is Director, Principal & CEO of The Glasgow School of Art. She has comprehensive knowledge and experience of leading strategic activities and developing organisations, with an ability to advocate for creative industries at the highest levels. Penny is also project sponsor for the complex Mackintosh Building project. A strong creative and cultural advocate and innovation leader, Penny is regularly invited to join international and UK wide conversations and initiatives in support of creative industries and their importance within all areas of the economy. Most recently as advisory board member for the CreaTech report jointly commissioned by the Royal Anniversary Trust & DCMS. Having been an art and design academic for many years, Penny is committed to developing transformational and professionally relevant learning environments for students. As Principal of a top 20 Global Art School she represents the sector as Chair of the Specialist Institution Forum for Universities UK, Penny is also convener of UCEA Scotland. During her time at Manchester Metropolitan University, Penny was Dean of Manchester School of Art and Deputy Faculty Pro-Vice-Chancellor for Arts and Humanities external engagement and partnerships. Penny was also academic lead and project sponsor for the ground breaking School of Digital Arts: SODA a new school combining arts school education with digital innovation and technology. Penny is a researcher and maker, her work explores cloth’s potential as a carrier of narrative and catalyst for community empathy and cohesion; research is drawn from artists, practitioners and archival sources.

Nick McDermott is Director of Communications at Imperial College London, supporting its mission, brand, and strategic objectives. He previously led the UK’s largest public-sector communications team at NHS England, driving the delivery of the health service’s strategic priorities and building public confidence in the NHS. Prior to that, Nick was a leading health and science journalist - spending almost two decades at The Sun and The Daily Mail.

An influential figure in education policy, he served as Minister of State for Universities, Science, Research and Innovation under three different Prime Ministers between 2015-2019 and before that as Head of the Number 10 Policy Unit. Jo today maintains a number of roles across the education system, including as Executive Chairman of FutureLearn and a member of the board of Access Education Group, the largest independent provider of further education in the UK.A member of the Privy Council, he was Chairman of the House of Lords Special Inquiry into 11-16 Education and is a member of the Special Select Committee on Social Mobility. He is a Member of the Council of the Dyson Institute for Engineering and Technology, a Visiting Professor at King’s College, London, a Fellow at Birkbeck, University of London and an Honorary Governor of the Ditchley Foundation.

Vivi Friedgut is Founder/CEO of Blackbullion: the award-winning Home of Student Money - driving social impact through financial empowerment. By partnering with almost 100 HE institutions and companies Blackbullion has helped over 410,000 students develop better money.Blackbullion has grown into a widely adopted solution and platform leveraging behavioural and financial data to drive better institutional decision-making to mitigate non continuation and support the student experience.Vivi, a former wealth manager and one of FinTech Magazine’s Standout 45 Women. She is a sought-after speaker and  media commentator. Her third book “Financial Adulting” was released in September ’25.

Joan was appointed as the University of York’s first Chief Reputation and Stakeholder Relations Officer on 1 August 2025, and she reports directly to the Vice-Chancellor. Her portfolio includes reputation and brand management, stakeholder engagement identifying opportunities to develop scalable quadruple helix partnerships to drive public, private, academic, and philanthropic income diversification with a specific focus on aligning with regional economic growth and investment priorities.She is responsible for a portfolio of functions including: Communications (institutional brand strategy, digital engagement, media and research communications, staff and student communications and events and public engagement) Office for Philanthropic Partnerships and Alumni (OPPA) Economic Development. Prior to this she had been the University’s Director of External Relations since October 2009. Previous roles included Director of External Relations at the University of Dundee including leading on the first phase of developing the proposition for the V&A at Dundee.