Director, Partner Marketing at 2U. Performance and growth leader for global higher-education partners. UCT, MIT, Yale, LSE, Harvard. Researcher, lecturer, and quiet operator behind the numbers.
I'm a marketing leader based in Cape Town, working at the intersection of performance, growth, and higher education. For over a decade I've helped world-class universities turn ambitious enrolment goals into measurable outcomes. UCT, MIT, Yale, LSE, Harvard.
At 2U, I currently lead Partner Marketing. I own the strategic relationship between us and our institutional partners, and translate commercial data into board-ready narratives. Before that, I spent years deep inside the performance funnel: forecasting, attribution, paid media, and the unglamorous work of making numbers move.
Off the clock, I'm a peer-reviewed researcher, a part-time lecturer at Cape Peninsula University of Technology, and Chair of its Marketing Advisory Committee. I write because I think more clearly when I do, and I'm building this site as a place to keep the thinking honest.
I'm also a long-distance runner. Three-time Two Oceans Half Marathon finisher and a marathon finisher. The road taught me something the office rarely does: the work that compounds is the work nobody sees.
Leading partner marketing across a portfolio of world-class university partners. Setting direction for full-funnel acquisition strategy and translating portfolio performance into board-level narratives.
Stepped into the chair role, helping shape the next generation of marketers entering the industry, and giving back to the institution that shaped me.
Started teaching part-time in the Marketing Department. Joined the Industry Advisory Board the same year. Teaching forces clarity in a way the day job rarely does.
Published research with Professor R.G. Duffett on social media marketing strategy in health-related non-profits. Two papers in 2024, with two more in the pipeline.
Completed at CPUT. The bridge between practitioner and researcher, the lens that now shapes how I work.
Started as a Marketing Analyst. Five years and four roles later, the same instinct still applies: let the data tell you where to look, then trust the judgement to decide what to do about it.
Marketing intern at Berge Farrell Strategic Brand Design, then Communications Assistant at HPCA. The early roles where I learned that good marketing is, at its core, just clear thinking made visible.
Lead partner marketing across a portfolio of world-class university partners. Set direction for full-funnel acquisition (brand, demand, nurture, conversion) and partner with executive leadership on portfolio performance and advertising investment decisions.
Directed end-to-end performance marketing for university partners. Oversaw an annual advertising portfolio in excess of USD $50 million across paid search, social, programmatic, and partner channels. Built the forecasting and KPI frameworks used by senior leadership.
Led performance marketing strategy for prestigious institutions including UCT, MIT, Yale, LSE, and Harvard. Owned the full marketing cycle from lead generation to conversion, with a sharp focus on qualified prospect volume and cost efficiency.
Owned attribution, campaign performance, and revenue prediction models. Surfaced the insights that informed channel investment, regional prioritisation, and campaign optimisation for the strategy team.
Supported the strategy team with data analysis, reporting, and ROI optimisation across paid media, with an emphasis on data integrity and decision-ready insights.
Led B2B digital marketing for Unilever Food Solutions, building tailored programmes for chefs, delis, and canteens, and strengthening digital visibility across the foodservice channel.
Led global digital marketing for an international hospice-care platform. Returned as consultant from 2020 to 2022 to guide hospices through their Covid-19 digital pivot.
Built integrated marketing and communications strategies, combining digital campaigns and traditional channels into a cohesive brand narrative for the national umbrella body of South African hospices.
Four peer-reviewed papers on social media marketing in health-related non-profit organisations, co-authored with Prof. R.G. Duffett. 46 citations on Google Scholar and counting.
View on Google Scholar →Co-authored with R.G. Duffett. Published in the Journal of Nonprofit & Public Sector Marketing, 37(3), 373–397.
A qualitative Technology Acceptance Model viewpoint. Co-authored with R.G. Duffett. Social Sciences & Humanities Open, 10, 101042.
Co-authored with R.G. Duffett. Published by BP International.
Master's research at Cape Peninsula University of Technology. The foundational study from which the published papers extended.
I lecture part-time in marketing at CPUT, chair its Marketing Advisory Committee, and speak at industry events on performance marketing, data-led decision-making, and the realities of growth in higher education. Open to keynotes, panels, podcasts, and guest lectures.
After years of building forecasting frameworks for executive teams, the lesson keeps surfacing: marketing data only gets a seat at the table when it stops being data and starts being a recommendation.
A 12-month consideration window, six-figure decisions, prestige bias, and the slowest feedback loop in advertising. Notes from the inside on what actually moves the needle.
Last-click is comforting, MMM is fashionable, and incrementality testing is hard. A pragmatic framework for marketers who have to make decisions next Monday, not next quarter.
A reflection on the climb. The technical skills that compound, the soft skills that quietly out-perform them, and the moments that genuinely changed the trajectory.