Seminar Programme ICEF Digital 2024

Martijn has a strong background in the international student segment with 8 years as global director of the International Student Identity Card Association - a founding member association of the World Youth Student & Education Travel Confederation (WYSETC) - and consequently 4 years as founder and managing director of ‘International Student Services’ (ISIC Japan) in Tokyo. In his role as Chief Business Development Officer at ICEF, Martijn is responsible for growth through global and strategic partnerships with providers of services and products relevant to the international student recruitment industry such as Edtech, Student Banking, Insurance, Accommodation, Student & Youth Travel, Consulting etc. Martijn's international profile is characterised not only by his studies but also by the places where he has lived and worked: he has studied Japanese and French at the University of Applied Sciences in Maastricht, International Business Communications at the Radboud University Nijmegen and has lived and worked in Frankfurt, Paris and Tokyo. Now based in Amsterdam, he speaks 7 languages.

Florian Trautwein is the Commercial Director of Strategic Sales in Germany, overseeing a team responsible for major clients in the Finance & Insurance, Careers & Education, and Automotive sectors. He began his career in 2004 at an online marketing agency, moved to the advertiser side with Scout24 in 2007, and later joined Yahoo!, eventually transitioning to Microsoft as part of their collaboration. Since 2015, he has served in various roles at Microsoft, bringing extensive experience in all areas of digital marketing, with a focus on Search Advertising.

Josephine Phinith is a seasoned professional in international education, recognized for her dedication to driving positive change. With a solid foundation in the accommodation market, Josephine began her career at Student.com, where she quickly advanced to the role of Regional Manager for SEA. Her strategic insights and commitment to excellence contributed to notable growth in bookings and revenue during her tenure. Transitioning to Amber Student, Josephine played a key role in guiding the company's international expansion efforts. Drawing on her industry expertise, she contributed to shaping global strategies and cultivating valuable partnerships. With six years of experience in the accommodation market, Josephine brings a wealth of knowledge and a proven track record of success to her role as ANZ Business Development Manager at ICEF, where she aims to continue driving impactful initiatives within the international education landscape.

Franz Riedl is the Head of DACH at Intuit Mailchimp, a leading all-in-one marketing automation and email platform for growth-oriented businesses. Since 2023, Franz has been leading the company's expansion across Germany, Austria, and Switzerland. His work with clients and partners gives him direct insight into the state of email in the region across different industries and target audiences. As the founder of several digital companies and a mentor at the Founder Institute in Berlin, he is recognized as a marketing expert with deep experience in creating impactful, data-driven campaigns. Franz specializes in leveraging email marketing to connect brands with their target audiences, particularly in today’s evolving digital landscape.

Xenia is the founder of Pink Orange, an education-focused marketing agency established in 2019. With over a decade of experience in the education sector, Xenia specialises in student recruitment and generational marketing, particularly Gen Z’s online behaviour and communication preferences. Having developed her career within the EF Education First ecosystem, she has worked across more than 100 markets, delivering over 300 successful campaigns for leading institutions such as Newcastle University, Berklee College of Music, and EF Education First. Xenia is committed to creating transparent, research-driven strategies that amplify the voices and needs of students across the globe.

Pernilla Carlstrom is the CEO of Swedish EdTech company House of Education. Founded in 2010, House of Education specializes in digital marketing recruitment and collaborates with universities across Europe. Pernilla holds a Master’s in Advertising and Marketing from Leeds University, UK, and a Bachelor’s in Media and Communication Science from Jonkoping University, Sweden. With 15+ years of experience, she has worked in various capacities, including CRM manager, Marketing manager, and Product Manager, in the fields of digital marketing and product development.

Oliver has worked for over 20 years in Higher Education in a variety of marketing, recruitment and admissions roles. He held a number of senior management roles in universities across Europe before setting up his own Higher Ed consultancy, 4Uni Solutions. He has extensive experience across the student life cycle and has led major rebranding projects, portfolio design, and recruitment campaigns with a specific focus on the use and integration of digital and technical solutions. Most recently, he has been dedicating his time to the application of Generative AI in within a university environment.

Mariana Macedo is a marketing professional with over 10 years of experience in the field. Currently serving as the Senior Marketing Manager for ESMT Berlin, she specializes in marketing strategy, customer relationship management (CRM), and email marketing. Mariana has a strong data-driven mindset and is responsible for implementing a new CRM system and redesigning the lead nurturing process for the Germany’s top-ranked business school. Her expertise in marketing automation allows her to use technology to improve communication strategies, ensuring effective engagement with target audiences.

Matt Lanham, CEO and Founder of Gecko, an AI-enabled student engagement platform, began his technology journey at 16 by learning to code from a second-hand book that cost £10. An early adopter of technology, he created his first chatbot in the 90s during the MSN Messenger era and released the first iPhone app for Overseas Property in 2008. Over his 20-year career, Matt has founded numerous successful ventures, consistently pushing the boundaries of innovation. Now, Matt is focused on how AI will transform every aspect of our lives and is dedicated to helping universities embrace this change.

Martijn has a strong background in the international student segment with 8 years as global director of the International Student Identity Card Association - a founding member association of the World Youth Student & Education Travel Confederation (WYSETC) - and consequently 4 years as founder and managing director of ‘International Student Services’ (ISIC Japan) in Tokyo. In his role as Chief Business Development Officer at ICEF, Martijn is responsible for growth through global and strategic partnerships with providers of services and products relevant to the international student recruitment industry such as Edtech, Student Banking, Insurance, Accommodation, Student & Youth Travel, Consulting etc. Martijn's international profile is characterised not only by his studies but also by the places where he has lived and worked: he has studied Japanese and French at the University of Applied Sciences in Maastricht, International Business Communications at the Radboud University Nijmegen and has lived and worked in Frankfurt, Paris and Tokyo. Now based in Amsterdam, he speaks 7 languages.

I have developed some of the most advanced engagement tools for the education sector. This includes Ascent One, the world’s first ecosystem platform helping education providers manage agent networks, admissions and marketing from one central location. My other business, BPO Intelligence, has transformed the way education providers source, warehouse and distribute marketing material to their agents and prospective students around the world. Leveraging a deep understanding of the student lifecycle, we deliver highly innovative marketing solutions to reduce costs, provide end-to-end engagement and deliver greater peace of mind. BPO is the largest player in the education industry with education providers from across Australia, Canada, New Zealand, UK, USA and other parts of Europe using our service. My purpose, as a former international student, is to enhance the experience for others who wish to study overseas. I am an accountable, collaborative and results-driven leader who is fun to work with.

Rachel Fletcher is the Co-founder and CEO of UniQuest, a pioneering company she launched in 2013 alongside Natalie Letcher to transform university enrolment. With over 20 years of experience in higher education, Rachel has been a driving force in adapting to market shifts, spearheading cutting-edge technology and services that empower universities to excel in student recruitment and retention. Her unwavering commitment to quality and innovation has turned UniQuest into a thriving business and a trusted partner for over 50 universities, backed by a dynamic team of 300+ employees worldwide.

Julia Silvère is the Head of Learning and Development at inlingua International. Based in Bern, Switzerland, she looks after all inlingua language training programmes used globally in over 200 inlingua language centres. She is in charge of leading innovative projects, developing AI-integrated digital learning solutions, as well as unique teaching methods. Not being able to get enough of travelling herself, she is a great enthusiast and supporter of the language travel industry. She spent five years living in the UK, writing EFL courses as a Director of Studies for different language schools, organising and managing summer camps for young learners, and training EFL teachers. In her spare time, Julia enjoys spending time with her family and close friends, cooking a nice meal, and going to all kinds of concerts and festivals.

Christiane Reves is an Assistant Teaching Professor and the Lower Division Coordinator in the German program Arizona State University´s School of International Letters and Cultures. She teaches German culture, history, and language both in-person and online. Passionate about expanding access to foreign languages through technology, Christiane is currently working on an AI-powered "Language Buddy" for asynchronous language learning. She earned her doctorate in modern and contemporary European history from Ruprecht-Karls-Universität in Würzburg, Germany. Her teaching and research have taken her to Germany, France, Italy, Israel, and the United States, with a focus on migration, networks, and cultural transfer. From 2001 to 2006, she worked in public relations for Congresswoman and State Minister for Migration and Integration, Maria Boehmer, in Berlin, Germany.

If you were to ask Markus C. Hemmer about his duty, he would probably answer: "To bridge the gap between science and business." Markus worked as an engineer at the universities of Mainz and Hanover in analytical geochemistry before he studied chemistry and computer science in Hanover and Erlangen. He completed his doctorate in computational chemistry on mathematical modelling for drug development. After years in research, he joined Waters Corporation, a US company providing analytical solutions for the life science industry, as Product Innovation Manager for Scientific Information Systems. Always keen to share his experience, Markus focused on education throughout his career. During his research activities, he gave lectures on artificial intelligence, programming, IT infrastructure, computer networks, and IT security. He used his business experience to add IT governance, quality management, and project management to his portfolio. At IU International University of Applied Sciences, he is Professor of IT Management in the cluster Extended Artificial Intelligence and Programme Director for Advanced Research Methods.

As Associate Head of Analytics at IDP Connect, Stewart and his team are focused on building out their data science offering and delivering a suite of HE data products. He has eleven years of experience in the data space, six of which are in the education sector. Stewart holds an MSc in Mathematics from Freie Universität Berlin

Craig Riggs is the editor of ICEF Monitor, the industry's leading source of market intelligence for international student recruitment, and the publisher of ICEF Insights, an annual magazine focused on the most important trends and issues shaping international education. His work on both publications places him in constant contact with the latest research, best practices, and leading-edge strategies in the field. He has led international marketing for both private and public-sector institutions, is the co-founder of a longstanding consulting practice dedicated to publishing and education, and has more than 25 years’ experience in building international markets. Craig holds a Masters in Publishing and is an adjunct professor at Simon Fraser University.

Alejandra Otero, Founder & CEO at geNEOus - Education Marketing Experts With A Purpose, a consultancy optimizing marketing and student recruitment strategies that empower educational institutions to meet the expectations of younger generations. In 2023, she was recognized by The PIE as one of the Top 50 Voices to follow in international education. After 4 years of contributing to the Marketing & Recruitment Steering Group of the European Association for International Education (EAIE), she has been elected for the EAIE's Marketing & Admissions Thematic Committee's 2024-2026 mandate. Previously, she served as a HigherEd Marketing, International Relations, and Admissions intrapreneur in the USA and Europe. She is a sought-after speaker on topics such as digital innovation, marketing automation, international education, student enrollment enablement, AI, and Gen Alpha.

Leanne Linacre is the Co-Founder of LILA* College, CEO of Lead5050, and Chair of ALTO (Association of Language Travel Organisations). With over two decades of leadership experience, Leanne is dedicated to driving innovation in education and promoting inclusive business practices. At LILA* College, she has built a renowned institution known for its commitment to academic excellence and student success. As CEO of Lead5050, Leanne leads initiatives that empower organisations to create inclusive workplaces through leadership development, data-driven insights, and governance strategies. Her work includes spearheading the EquityIQ audit and certification framework, which helps businesses enhance their diversity, equity, and inclusion practices. In her role as Chair of ALTO, Leanne advocates for high standards in the study travel industry. A passionate advocate for fairness, integrity, and authenticity, she continues to influence change in both education and business sectors.

Andy worked at 3 UK universities in international student recruitment and partnership roles for 16 years before joining QS in 2021. His focus is on optimising the student journey on behalf of QS's partners and believes that every student deserves personalised and premium support during their daunting admissions journey. He often posts badly lit videos on LinkedIn where he talks about “Admissues” (admissions issues) and other topical subjects facing international higher education. He’s a co-host of the light-hearted podcast “Tales from the Departure Lounge” which features international education experts talking about their travel (mis)adventures and experiences.

Holly Sanders is the Chief Transformation Officer at World Education Services. Currently, she oversees the multi-year project that aims to improve the technological and organizational structure to enable WES to continue to grow in a changing competitive landscape. Throughout her career, Holly has taken on projects in need of strategic direction to be successfully completed. She has earned a reputation for being a highly effective problem-solver and decisive leader. Given her ability to tackle problems and find solutions, she seeks ways to blend people, processes, and technology to improve results, while still remembering the humans doing the work.

Bernie Thompson is the Vice President of UK and Australia Partner Admissions at INTO University Partnerships, with over 15 years of experience in international higher education. He specialises in admissions and technology, leading a global team across the UK, Hong Kong, Australia, India, and the Philippines. INTO are dedicated to ensuring efficient, student and agent focused admissions processes that support a diverse cohort of international students. Bernie is passionate about combining the best of people, processes, and technology to streamline operations and provide a seamless experience for students, agents, and partner institutions.

Anna Herasymenko is a Senior Product Designer at Meta Reality Labs. Living and working in Germany, Berlin. Specializing in the design and launch of cutting-edge tech products with a global reach of millions. She currently contributes to the creation of the Metaverse through her work on the Avatars product, empowering users to express themselves in immersive digital environments. With extensive experience in international and multicultural companies, Anna combines creative vision and a deep commitment to user-centered design, crafting impactful digital experiences that resonate with diverse audiences worldwide. Her expertise is helping to shape the future of digital interaction and self-expression at scale.

Julie Armstrong is the G.M, V.P., Global Head of Education, Industry Solutions and Partnerships at Convera. She has a degree from the University of Kentucky in International Economics & Foreign Languages with a minor in Business. She studied abroad in both France and Italy in her twenties and continued her love for international cultures and travel through her career journey. She has 20+ years of experience in both financial markets and the Internet of Things (IoT) combining business and fintech savvy, to scale platform, connectivity, data, and other solution-oriented services. She has a successful track record in leading global teams across Sales, Product, Marketing, Business Development, and Customer Support. Julie has a history of developing deep customer relationships across large enterprises, global banks, hedge funds, proprietary firms, global exchanges and building partnerships across vendor ecosystems. Her roles have spanned RealTick, LLC, later Lehman Brothers, CME Group, ChartIQ (later bought by S&P Global), and Aeris Technology (IOT). Julie lives in Chicago with her husband and two boys Luke (16) and Cruz (12) and has two adult stepdaughters. She loves to watch and coach basketball, is an avid hiker, trail runner, dog lover and spends as much time in Colorado as possible where she and her husband own land. She joined the Convera team in March of 2023.

Martijn has a strong background in the international student segment with 8 years as global director of the International Student Identity Card Association - a founding member association of the World Youth Student & Education Travel Confederation (WYSETC) - and consequently 4 years as founder and managing director of ‘International Student Services’ (ISIC Japan) in Tokyo. In his role as Chief Business Development Officer at ICEF, Martijn is responsible for growth through global and strategic partnerships with providers of services and products relevant to the international student recruitment industry such as Edtech, Student Banking, Insurance, Accommodation, Student & Youth Travel, Consulting etc. Martijn's international profile is characterised not only by his studies but also by the places where he has lived and worked: he has studied Japanese and French at the University of Applied Sciences in Maastricht, International Business Communications at the Radboud University Nijmegen and has lived and worked in Frankfurt, Paris and Tokyo. Now based in Amsterdam, he speaks 7 languages.

Bronagh Rolph is Head of Assessment: HE & Adult for Multi-Level Tests at Cambridge University Press & Assessment. She has an over 30-year career in English language teaching and assessment. Currently she oversees a team of Assessment Specialists who create and develop test content for Linguaskill, Linguaskill Business and other multi-level testing products in Cambridge. Her career spans working as a Teacher, Teacher-Trainer, Director of Studies and Further Education management, in the UK and Spain. She has worked in Assessment in Cambridge English for the last 15 years, working on a range of products before moving to her current team 11 years ago.

Steven Duggan leads Vollee’s sales engagements for Public Sector across a global customer base. A TEDx speaker and former UNESCO Governing Board member, Steven has worked with government ministries, multinational organizations and Fortune 500 companies during a 30+ year career in education technology, driven by a passionate belief in technology’s ability to transform teaching and learning. In his role as Vice President, International, Steven has helped government agencies and enterprise customers across the globe to transform and modernize their practices with AI and emergent technologies, boosting efficiencies and productivity levels at scale. Prior to joining Vollee, Steven served for several years as Director of Worldwide Education Strategy at Microsoft, following a 12-year career as a secondary school teacher and as director of an international school in Ireland.

Dr. Arum Perwitasari has more than a decade of experience in higher education, digital learning, and assessment. She holds a Ph.D. in Experimental Linguistics & Psycholinguistics and an M.A. in Applied Linguistics, focusing on speech production and perception. As the Academic Relations Lead at ETS EMEA in Amsterdam, she promotes the adoption of ETS assessment tools across academic institutions, including the TOEFL, TOEIC, and GRE tests. Dr. Perwitasari drives thought leadership in integrating AI in large-scale assessments to enhance educational outcomes. Her research interests include International Higher Education, AI in Learning and Assessment, and Equity, Diversity, and Inclusion (EDI). She develops impactful training programs for educators that emphasize critical thinking, intercultural competence, and English Language Teaching (ELT). Prior to moving to the Netherlands, she served as an Associate Professor and Vice Director of Academic Affairs at STTKD - College of Aviation Technology in Indonesia.

Nina Kunkel has held various sales and business development roles in educational technology and online learning over the past two decades before expanding her responsibilities at AWS to cover the entire public sector. After working at EF Education for the online language school Englishtown, Nina was hired as the first German employee for a Stanford-based startup for the education sector. After the startup was successfully acquired by Blackboard, an international provider of learning management systems for universities and schools, she was responsible for the sales strategy for Northern Europe and DACH for the next few years. Nina has been working at Amazon Web Services (AWS) in Germany since 2018, where she was initially responsible for the education and research areas and since 2021 as head of the partner team in Germany for the interface between AWS partners and end customers in the public sector. Nina's passion is to drive social and societal change through technology solutions and to be committed to lifelong learning.