Internationalisation, education marketing and student recruitment has been the focus of Charlene’s work over the last two decades. Before entering Higher Education she spent time in hospitality with the Hilton Hotel Group. Since working in the HE sector, she has taken a leadership role for various student recruitment and internationalisation projects across the 1994 Group, University Alliance and the Russell Group, including setting up overseas offices; organisational restructures; procurement, implementation and development of CRM systems; reviews of international and UK student recruitment events and strategies; and international conferences, symposia and workshops. She has directed and held strategic responsibility for international development, international partnerships, international marketing, and international and UK student recruitment. She has led multi-disciplinary and multi-cultural teams across the globe to deliver projects that have successfully contributed to the Universities strategic aims domestically and internationally.
She has taken a sector leading role as Chair of British Universities International Liaison Association (BUILA), setting the strategic direction for the association, influencing and working with key HE stakeholders on UK national projects and lobbying to change national policies. She led an executive group which represented UK universities across the sector.