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Tracy Carlton
Director of Marketing, Keypath Education UK

Alma Mater

Royal Holloway, London University; PHD in Neuroscience and BSc in Zoology

Tracy brings 20 years of higher education marketing experience to her role as Director of Marketing at Keypath. She’s worked with online and campus-based degree programmes in the UK and internationally, and has a deep understanding of the global higher education landscape.

Here, she’s responsible for developing strategic marketing plans and overseeing partner-specific marketing teams – basically, she masterminds a data-driven approach to get the right students into our partners’ online programs.

How do you measure your success?

Success is measured through the delivery of the right students on the right programmes, which is achieved through constantly measuring and evaluating the messaging and channel mix.

What’s the best lesson you’ve learned in business?

Best lesson I have learnt (not just for business, but in general) is not to assume. Instead, I work to gather all the facts before making important decisions.

What excites you about higher education?

Seeing students grow and mature as they progress through their programme. It is not just about the learning that takes place in the classroom, but about the learning that takes place outside the classroom. Through interactions with fellow students, students can expand their minds. Education gives people of all ages the confidence, tools and skills to help in everyday life.

If you found yourself stranded on a deserted island, what book would you wish you had?

The practical answer would be How to Survive on a Desert Island (Tough Guides) by Jim Pipe, but assuming the island was well stocked, then it would be The Amateur Naturalist by Gerald Durrell. It’s a great guide to the natural world and a book I fondly remember from childhood as the book that ignited my passion to study Zoology and Neuroscience at University.

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