Peter Eley Fcim Email & Phone Number

Guildford, United Kingdom

I lead the team planning and delivering marketing strategies for the University of Law’s undergraduate programme portfolio. Working across the whole student journey, responsible for driving awareness, lead generation and applications, and increasing conversion to enrolment.Led the team responsible for a 230% increase in undergraduate Law enrolments between 2017/18 and 2023/24, resulting in ULaw recording the largest number of undergraduate law acceptances of any UK university in 2019, up from the fifth largest two years before. Maintained and built on this market leading position since 2019, and more recently, drove the largest increase in undergraduate law applications of any UK university for September 2023 entry. Personally managed the University's Clearing campaigns every year since joining in 2018, contributing to a 65% YoY increase in Clearing enrolments in 2018, a further 50% YoY increase in 2019, and significant YoY increases every year since.Significant creative and campaign development work resulting in winning a Silver Heist Award for Best Undergraduate Student Recruitment Campaign.

Guildford, United Kingdom

Managed Surrey Business School's new bids and renewal work for Business School accreditations, including AMBA, AACSB and Equis.

Guildford, United Kingdom

Led the University's central Marketing team, responsible for marketing planning, campaign management and media advertising, printed marketing materials (including undergraduate and postgraduate prospectuses) and email marketing.

Guildford, United Kingdom

Marketing consultancy contract with the University of Surrey: • Identifying market segments and using market insight to develop product propositions to take the Faculty of Arts and Social Sciences courses to market in the UK and globally.• Developing product marketing strategies and working with campaign, content, creative & digital teams to deliver campaign plans to meet recruitment targets.

Kingston Upon Thames, United Kingdom

Led the University-wide Marketing and Student Recruitment team responsible for developing and implementing marketing strategies and operational plans focused on University-wide student recruitment and conversion activity. • Following a University-wide re-structure, appointed to new role, leading undergraduate and postgraduate marketing activities through the student recruitment cycles - from awareness building and attraction to conversion of enquirers and applicants. • Successfully built and led the University-wide Marketing and Student Recruitment team with responsibility for recruitment events, campaigns, social media, promotional literature (including prospectuses), and conversion activities. • Managed Kingston University’s first in-cycle undergraduate advertising campaign, contributing to the halting of a previous decline in undergraduate applications to the University.

Led the team responsible for the overall strategic direction of marketing and communications (internal and external) for the Faculty of Business and Law, in order to fulfil corporate, Faculty and course specific objectives. • Successfully led and developed a team of marketing and communications professionals with a wide range of skills and diverse marketing and communications backgrounds.• Using expertise in marketing and branding, successfully developed the Kingston Business School brand, visual identity, and communications, including the launch of a new Kingston Business School website, achieving second place overall in the Generation Web survey of business school websites.• Successfully engaged key stakeholders in the introduction of new systems for marketing and communications strategy development and planning, informed by market insights. • Developed excellent relationships at all levels across the institution and taken a leading role in championing marketing, communications and recruitment, and mentoring of other marketing and communications staff.

Kingston Upon Thames, United Kingdom

Responsible for the overall strategic direction of marketing, student recruitment and alumni relations activities for the Faculty of Business and Law. Similar responsibilities to the Marketing and Communications Manager role (see above), plus:• Line management of admissions team: led a successful process review of postgraduate admissions resulting in significantly improved turn-around times for processing postgraduate applications.• Responsible for alumni relations: worked with the University’s Development Office, the Association of Business Schools and a number of leading business schools to develop an innovative programme of alumni relations activities.• Supported the University’s Marketing and Communications Director in the development of the Kingston University brand identity and a University-wide advertising agency tender.• Contributed to a 47% increase in postgraduate applications in my first year in post, and recruitment to target for the first time in several years.

Guildford, United Kingdom

Reporting to the Director of Marketing and Communications, responsible for the development and implementation of strategic marketing plans and all marketing activities in support of the Faculty of Management and Law and its programmes.• Developed and implemented a new Faculty Marketing Strategy with an increased focus on overseas and postgraduate recruitment, contributing to a significant increase in applications to postgraduate programmes and increased cohort sizes.• Successfully supported central Marketing and Communications initiatives including selling in new University branding and its integration into Faculty activities, and the extension of a centrally led ‘personalisation’ strategy to materials promoting the Faculties’ programmes. • Led successful recruitment, induction and management of department Marketing Assistant.

Epsom

Responsible for leading the Marketing and Communications team, tasked with developing and implementing the marketing activities of this college of further and higher education. • Produced ‘Needs Analysis’ identifying market needs and new development areas.• Led HE marketing recruitment campaign including advertising, PR, and direct mail.• Implemented course-specific marketing activities including advertising and PR.• Led the design and production of HE, FE, International and Part Time prospectuses.

Sutton, United Kingdom

Recruited to new role with pan-European responsibility for strategic direction, range management, product development and integrated consumer and trade marketing programmes. Responsible for the categories’ turnover and profit, managing a turnover of approx £5 million p.a. • Initiated and led pan-European business strategy, new product launches and integrated marketing and communications programmes for several key toy categories. • Provided strategic foundations for Tomy Europe’s expansion into the ‘gift’ category and initiated new marketing strategies appropriate to this new category.

Slough, United Kingdom

Reporting to the Vice-President, Global Brand Development, developed marketing communication strategies and delivered global campaigns for key LEGO brands. Responsible for all communication tools globally, including advertising, web and P.R. activity, packaging, and in-store marketing materials. Managed a small team with a budget of approx £2 million p.a.• Successfully managed relationships with LEGO’s advertising agencies and ran a successful advertising tender, involving two of the world’s leading agencies.• Designed all brand communication strategies and campaigns to actively promote the LEGO brand positioning and deliver against the overall LEGO communications strategy.• In light of achievements in first year in post, given responsibility for global launch of LEGO’s number one priority product range in the following year.

London, United Kingdom

Reporting to the Vice-President, Marketing, after 3 years success as European Software Marketing Manager, selected for new role with brief to drive the PlayStation brand via marketing activities of third party (non-Sony) publishers and distributors. Responsible for a total budget of £10m p.a. • Successfully initiated and ran PlayStation/ PlayStation 2 marketing support programs, ensuring high level of support for strategically important third party publishers’ games.• Working closely with the President, the Senior V-P Sales & Marketing, and third party games publishers, enhanced the PlayStation brand image by positive association with high profile third party game franchises and their marketing campaigns. • Worked closely with advertising agency, on development of PlayStation brand campaigns, including launch campaign for PlayStation 2.

London, United Kingdom

Reporting to the Vice-President, Marketing, managed the European software marketing team, developing, implementing and coordinating strategic marketing plans across Europe, Australia, New Zealand, South Africa and the Middle East. Responsible for a team of 8 reports and a total marketing budget of approx £10m p.a.• Managed the development of marketing and communications strategies and campaigns (including award winning TV commercials) for several best-selling video games franchises.• Contributed to increased sales figures by introducing new planning system to deliver product & marketing strategy/ information in a well coordinated and timely manner.• Developed excellent working relations with senior staff within Sony, and with key international developers and franchise holders, including Disney, Universal, and Fox.

London, United Kingdom

Appointed to newly created position responsible for strategic marketing including market research, product positioning, and developing and implementing marketing communications strategies in support of new product launches for this publisher and developer of computer & video games.

London, United Kingdom

Tasked with managing the design and print of all packaging & marketing materials, product procurement, stock control, assembly and fulfilment for this computer & video games publisher and developer.

Managed advertising and promotional plans for this advertising and marketing agency’s largest client, including design and print of packaging, point of sale displays and promotional literature.

Lichfield, Staffs.

Handling customer enquiries and providing bespoke solutions to non-standard product requests, including pricing of requests for this manufacturer & distributor of computer network accessories.

Lichfield, Staffs

Responsible for the coordination of design and print activities, including scheduling of creative work and managing external design and print suppliers for this full service advertising agency.

Ba (Econ) Hons, Government

Activities and Societies: Writer and sub editor for the student newspaper

Management Development Programme

Dp Mar, Marketing Of Business Schools

Pg Diploma, Advertising