Following the Feed - Designing Content for Students, Not Stakeholders
Students don’t engage with universities in isolation, they engage in a crowded feed. This session unpacks where student attention really goes, what content resonates, and how universities can design smarter, student-first strategies that work in youth-driven digital spaces.
Aimee is an Education Marketing Consultant at SMRS with more than a 15 years' experience in higher education marketing, communications and student recruitment. She delivers strategic consultancy to universities, applying both established and emerging business models to strengthen brand, positioning and recruitment performance.
Previously, she led strategic communications at UCL, transforming how the university understood and engaged its audiences through brand development, multi-channel campaigns, leadership communications and digital innovation. She has also led UK and European recruitment strategy at King’s College London and Middlesex University, delivering high-profile campaigns including King’s first large-scale Clearing entry, major open events and digital acquisition initiatives.
Amy is a data and insight specialist with a strong track record of making sense of complexity and turning it into meaningful direction. With seven years’ experience, she brings both analytical rigour and natural instinct to turning data into meaningful strategy.
Since joining SMRS, she has led projects across a diverse client base, with particular depth in higher education, working with institutions such as King’s College London, Imperial College London, Aston University and MMU, alongside global brands including The LEGO Group and Deloitte. Whether shaping long-term data strategy or diving into technical detail, Amy makes insight accessible, actionable and impactful.
She was instrumental in developing Collata, SMRS’s in-house reporting tool, and also owns the agency’s Brandwatch capability, where she has created a brand tracking dashboard that brings together survey data and consumer insight. Together, this work reflects her ability to build smart, joined-up solutions that give clients a richer, more complete view of performance.