Our Headline sponsor for this year’s AMCIS Annual Conference is Open Apply by Faria.

OpenApply is an admissions management system & CRM, serving over 700 of the world’s leading international and independent schools, supporting every step of the applicant & family journey from discovery to enquiry to admissions & enrolments.

Since 2013, OpenApply has helped hundreds of schools streamline their admissions workflows online by providing a best-in-class admissions management system & CRM designed with the needs of international and independent school families & admissions teams in mind. With fully customisable forms, checklists, payments and analytics, OpenApply provides a comprehensive admissions solution together with a CRM for marketing & communications and IDAT for diagnostic admissions testing.

Through the International Admissions Bulletin and OpenApply Conferences, OpenApply has cultivated the first professional learning community of international school admissions leaders to complement systems with best practice, insights, and peer learning.

International Education Services | Sable International are sponsoring our Gala Dinner and AMCIS Impact Awards ceremony on Monday evening.

Sable International’s UK Education Corporate Services division can help you navigate the visa and immigration process with ease, allowing your institution to focus on education.

They provide students and parents the comfort of knowing that their visas are in expert hands, while enjoying the peace of mind that comes with having a trusted partner, guiding you every step of the way and ensuring you never fall foul of immigration law.

Sable Guardians brings over 15 years of trusted experience in supporting international students and their families. They provide professional and compassionate care that ensures every child feels safe, supported and able to thrive academically, socially and personally throughout their time in the UK.

Daniel Cohen
Director of Business Development, MTM Consulting

BIO: Daniel has more than 20 years’ experience in commercial business. He is passionate about education and enjoys meeting clients from across the sector and identifying how MTM’s market research and business consultancy can help their organisations to achieve and build on success, underpinning education leaders’ future decision-making. Away from his desk, Dan loves nothing more than spending time with his children and playing a mean game of football.
WORKSHOP: Getting a Seat at the table: Proving the Impact of Marketing & Admissions

Charles Bailey is the Headmaster of Worksop College and Ranby House – a thriving independent day and boarding school in the heart of Nottinghamshire.

He joined in early 2025 from Harrow School, where he held several senior leadership roles, most recently serving as Director of Studies and a member of the Senior Management Team. Since taking up his post at Worksop College and Ranby House, one of Charles’s earliest actions was to elevate the Director of External Relations and the Director of Admissions to the Senior Leadership Team – a clear signal of his belief in the vital role marketing and admissions play in the future of independent education. Now at the helm, he brings a clear strategic vision, deep warmth, and a genuine commitment to nurturing well- rounded young people.

With marketing and admissions central to securing the future success of both schools, Charles is focused on honouring more than 130 years of history and tradition while guiding Worksop College and Ranby House confidently into their next chapter.

Quote
“I’m delighted to be speaking at this year’s conference. Marketing and admissions are no longer supporting functions – they are central to the identity, sustainability, and future growth of independent schools. I’m looking forward to sharing our journey at Worksop College and Ranby House, and to learning from colleagues who are similarly committed to shaping vibrant, values-driven school communities.”

Taralyn Cox
Owner, 360 Marketing Lab

BIO: I’m Taralyn Cox—an American who’s spent nearly two decades pretending to be a Brit. I never say no to a good glass of wine, prefer experiences over things, work too hard and occasionally regret it, and I’m probably too candid for my own good. I love cats, like dogs, and plan to retire somewhere hot, near water, in Europe, and the sooner the better.
Professionally, I’ve spent over 17 years helping independent schools tell their stories through strategic marketing and authentic communication. As Owner of 360 Marketing Lab, my focus is on creating immersive 360 virtual tours that bring campuses and their personalities to life online. These tours let families wander through classrooms, common spaces, boarding facilities and sports grounds from anywhere in the world—experiencing the unique warmth and character of each school long before they visit in person.

What began as a creative idea has become a powerful marketing tool. Many of our partner schools find that their virtual tour quickly becomes an integral part of their marketing and admissions strategy, helping them reach families earlier in their decision process and showcase their school’s unique spirit in a memorable way.

At heart, I believe good marketing is about honesty, connection, and storytelling that feels real—because the best stories don’t just inform, they make people feel at home.
WORKSHOP: Things you need to know about 360 virtual tours

Debbie Ellison KEYNOTE
EMEA, CEO, Croud

BIO: Debbie Ellison stands at the forefront of brand transformation, with over two decades of experience driving innovation at the intersection of technology and marketing. As of March 2025, she serves as EMEA CEO of Croud, a global full-service digital marketing agency, where she leads with a clear mandate: to scale innovation, inspire performance, and deliver meaningful results for clients in a rapidly evolving, connected digital landscape.

Starting her journey from a low-income background, Debbie was fortunate to attend Hampstead Hill School and later Queen’s College on Harley Street, London. She attributes much of her confidence and professional success to the nurturing, inclusive, yet high-performing environment these independent schools provided – places where curiosity was encouraged, ambition was supported, and passion was celebrated.

 Keynote: Marketing made simple – lessons from global brands

Digital marketing leader Debbie Ellison breaks down what the world’s most iconic brands do differently – and how any organisation can replicate their success. From defining what your brand truly stands for to reaching the right audiences, crafting a compelling story, and showing up consistently across channels, Debbie shares a simple, actionable system for building a connected brand experience that drives results. Packed with real examples from global brands, this talk makes modern marketing feel simple, strategic, and entirely achievable.

Kat Field
Marketing Campaigns Manager, Lancing College

BIO:

CASE STUDY/PRESENTATION: Being more commercial; how Lancing College are diversifying revenue

Rachael Hadley-Leonard
Founder, RHL Consulting

BIO: Rachel Hadley-Leonard brings over 30 years’ experience in marketing, admissions and development within the independent education sector, complemented by roles in charitable and commercial organisations.

She has held board director and chair positions, teaches on the AMCIS Diploma course, and delivers training in marketing and development for leading professional bodies including HMC, ISBA, AGBIS, AMCIS, IAPS, ISA and IDPE. Rachel is also a consultant for IAPS.
Through her consultancy, Rachel supports schools in driving financial growth and strengthening stakeholder engagement. While she has particular expertise in the prep sector, her work spans senior, all-through, and international schools. Her core strengths lie in strategic planning, stakeholder research, audits, and the launch of development and fundraising initiatives.

Her company, RHL Consulting, also offers MAD Recruitment – a bespoke service helping schools appoint senior professionals in marketing, admissions and development.
Widely regarded as one of the sector’s most respected voices, trainers and consultants, Rachel is a seasoned mentor, a former judge for the TES Independent School Awards, and currently judges the InspirED Marketing & Fundraising Awards and the AMCIS Impact Awards. She has served as an independent school governor, contributes regularly to educational publications, and is a sought-after speaker at conferences.

CASE STUDY: From quiet confidence to loud impact – creating a school reputation strategy that works

Emily Hargest
Director of Marketing, MTM Consulting

BIO: Emily Hargest has been Head of Marketing at MTM Consulting since ???, extending her oversight to its sister companies: Data-Driven Insights, providing data-led services to other sectors, the UK Education Guide, and aiding schools in recruiting international families. With a background in law, Emily gained marketing experience in private healthcare and national charities before transitioning to the independent education sector, where she has worked for the past decade.

As Head of Marketing at QEH in Bristol, Emily was one of the first two women to sit on the Senior Leadership Team in the school’s 435-year history of the school. Her hands-on experience in navigating the intricacies of working in marketing within schools has left her passionate about advocating for Marketing and Admissions representation on Senior Leadership Teams, and vocal about the integral role of these departments in a school’s ability to thrive.

WORKSHOP: Getting a Seat at the table: Proving the Impact of Marketing & Admissions

Mary Hicks
Consultant and AMCIS Diploma Trainer (freelance)

BIO: For over 50 years Mary has lived, worked and been involved with several boarding schools. Over this time, she spent 18 years as a boarding houseparent to both boys and girls; managed a school’s commercial enterprise company, sat on senior leadership teams, travelled extensively for student recruitment, parent and alumni events and completed a 10-year tenure as a prep school governor. However, her primary role and passion has always been in the field of admissions, marketing and customer care. She was one of the first directors of marketing and admissions in the sector, has been involved with AMCIS since its inception, and she holds a Masters in Schools Marketing. Now mostly retired, she remains involved in the sector as a consultant providing admissions and marketing training and advice to schools in the UK and overseas. She is also lead trainer for the AMCIS Diploma in School Admissions Management.

SESSION: Retention, whose job is it anyway?

Mark Hooper
Creative Director, Quantock

BIO:
WORKSHOP: Brand Masterclass: It’s all About the Vibe!

Sian Jones
Director, Sian Jones Consulting

BIO:

WORKSHOP: The invisible force: challenging our understanding of school culture

Simon Jones
Creator, The Bonjour Agency

BIO:
PRESENTATION/CASE STUDY: How to start your own school podcast (without using an agency to run it for you)

Nicola Lutz
Founder, No Fluff

BIO: Nicola Lutz helps admissions and marketing teams in schools convert more enquiries into enrolments, with less stress and more consistency.

She is the founder of No Fluff, the specialist sales consultancy for the education sector, with 30 years in student recruitment, sales leadership, and coaching. Best-selling author of sales guide, Spend Less, Sell More, Nicola has worked with independent schools and education consultants worldwide to refine follow-up, improve conversion, and build enrolments with integrity.

A fellow of the Institute of Sales Professionals, director of StudyTravel and host of the Selling Education podcast, she is known for her direct, practical approach that leaves teams with clear, actionable steps they can use straight away to increase conversion rates.

WORKSHOP: Enquiries Aren’t Enough: The Follow-Up Framework That Fills Schools.

Rebecca Miller
Head of Admissions & Communications, Dame Allan’s School

BIO:
CASE STUDY/PRESENTATION: Our model is changing: planning and adapting to change.

Joanna Morrison
Director of Marketing, Admissions & Communications, St Albans School

BIO:
CASE STUDY/PRESENTATION: Our model is changing: planning and adapting to change.

Scott Morrison KEYNOTE

Award-winning business leader & keynote speaker with Bring the Boom!, non-exec director & strategy lead at the British Fashion Council, director of creative power-up platform Loops, and trustee of the Marketing Academy Foundation.
BIO: Scott Morrison is a prominent, award-winning business leader. He powers up global leaders and enterprises to Unblock, Unlock and Unleash their cultural, commercial and creative impact. At pace.

Scott began his career in advertising at Saatchi and Saatchi before moving to Wieden and Kennedy, where he led the Nike business. He later took on roles as Chief Marketing Officer and Commercial Director for brands such as Levi’s, Activision, and Diesel. It’s through this unique experience that he has honed a simple, powerful and proven way to create disproportionate impact and value.
Recognised three times as one of Britain’s 50 most influential Black men by Powerlist UK, Scott has made notable contributions to the cultural, commercial and creative landscape. He co-authored the Amazon best-seller Creative Superpowers and has a background as a signed music producer with Defected Records. Additionally, he is a Non-Executive Director for the British Fashion Council, influencing strategy and direction, and in 2024 became a fellow of the Marketing Society. Most recently, Scott was named a Top 50 Leader in Business Transformation for 2025 by the PEX Network.

Through his companies, the Boom! and Loops, Scott fires up the growth in global brands and agencies. He is also known for his engaging keynote speaking engagements, “Bring the Boom!” which take place around the world.

Scott’s career reflects a commitment to creating impact and value across various sectors, making him a key player in the industry today and a brilliant choice of speaker for those looking to do Business UNusual and create impact, value and growth in new and interesting ways.
https://www.linkedin.com/in/scottmorrisonfrsa/

KEYNOTE:

Simon Noakes
Founder & CEO, Interactive Schools

BIO: I am the Founder/CEO at Interactive Schools, an award-winning global digital agency creating the best websites for the world’s leading schools. Our purpose is clear ~ #InspiringSchools to share their story. Interactive Schools fills the intersection between art and science. We call this ‘WONDER’. We put users first and craft incredible, immersive experiences that blend creative magic, measurable engagement and tangible impact. I am a #FutureSchool thinker and an #InspiringSchoolsPodcast Host

SESSION: Designing Your School Website for 2026 & Beyond – a workshop delivered by Interactive School’s Creative Director Ben Lutteman.

Jonathan Parkes
Head of Research & Data, Independent Schools Council

BIO: Jonathan is the Head of Research and Data at the Independent Schools Council (ISC). The research team carries out a number of projects each year, the most significant of which is the Annual Census, which collects data from all ISC member schools on a broad range of subject areas including pupil and teacher numbers, school fees and fee assistance, and partnerships with state schools.

Before joining ISC in 2016, Jonathan worked for 14 years as an IT consultant for a leading management consultancy. He has worked with many public sector clients, including spending three years working with the Department for Education to analyse and capture data more accurately and consistently to allow the department to make more informed decisions.

Jonathan holds a bachelor’s degree in engineering and a master’s in computer science.

PRESENTATION: An update on the latest ISC Annual Census and its implications.

Alastair Poole
Strategic Director, Quantock

BIO:
WORKSHOP: Brand Masterclass: It’s all About the Vibe!

Alistair Rhodes
Project Manager & Trainer, ITQ Metis

BIO:
SESSION: Is it time for a new Admissions system?

Kerwyn Salmons
Managing Director, 5th Media

BIO:
PRESENTATION: The Parents’ Journey in 2028: How Families Will Really Choose Your School

Claire Stannard
Product Manager, ITQ Metis

BIO:
SESSION: Is it time for a new Admissions system?

Oliver Smith
AMCIS CEO

BIO: Oliver was appointed as CEO of AMCIS in June 2025, following 10 years’ experience in the membership sector as Deputy CEO and previously Head of Membership & Business Development of the Employee Ownership Association (‘eoa’). His experience there includes leading significant recruitment and revenue growth, with year-on-year growth in member engagement. He also has experience of diversification of revenue streams and supporting the implementation of a new CRM system and company re-brand. Oli has a degree from Leeds Beckett University and is an alumnus of Pocklington School near York.

INTRO: As AMCIS CEO, Oliver will update everyone on AMCIS activities for members and what’s coming up in the immediate future.

Heather Styche-Patel
CEO, RS Academics

BIO: Heather is Chief Executive Officer of RSAcademics and leads the company’s work to help schools build strong leadership, effective governance and thriving communities.
Since joining RSAcademics in 2014, she has brought strategic insight and deep sector understanding to her work with schools. Before becoming CEO, Heather led both the Consultancy Services practice and the Professional Services Appointments team, supporting schools across the independent and state sectors to strengthen their leadership and plan for the future.

Her consultancy projects have ranged from strategic reviews and research studies to brand development, fundraising and change management. Whatever the brief, Heather’s focus is always on helping school leaders and governors make confident, evidence-based decisions that have a lasting impact.
Earlier in her career, Heather held senior roles in higher education, including Director of Marketing and Market Development at the University of Surrey, and later served as Bursar of an independent school and Business Manager at an academy. She studied Law and German and holds an MBA from Henley Management College.
Heather is Chair of the Board of Whole Education and previously served as a governor of a large UK independent school for over a decade. She is motivated by a belief that strong, values-led leadership in schools can change lives and communities for the better.

PRESENTATION: The People Plan: Building and Sustaining High Performance Teams

Philippa Watkins
Director of Marketing & Admissions, Reigate Grammar School

BIO: As Group Director of Marketing and Admissions for the Reigate Grammar School Group of Schools, Philippa Watkins leads a dynamic team spanning across six schools and is responsible for shaping and delivering the group’s strategic marketing vision across a growing family of schools. Having worked in marketing and admissions at RGS for over a decade, Philippa places the experience of every prospective family at the heart of her work, ensuring that every aspect of the marketing and admissions journey reflects the school’s ethos, values, and excellence.

With a strong foundation in multi-sector B2B and B2C marketing and extensive experience in independent school marketing and admissions, Philippa brings a distinctive commercial perspective to education. Prior to joining RGS, she spent 10 years at L’Oréal, where she refined her expertise in strategic and relationship marketing following her BSc (Hons) in Business Management from Royal Holloway University.

In leading change across an evolving education sector, Philippa is driven by a commitment to instilling agility, operational excellence, and measurable impact. She has developed blueprints that integrate best practice, strategic insight, and a focus on long-term and sustainable enrolment growth.

A collaborative and forward-thinking leader, Philippa is committed to achieving results through creativity, strategic thinking, and shared purpose. She champions continuous learning within her teams and values opportunities to work with, learn from, and inspire others who share her dedication to excellence, meaningful connection and making a difference through education.

SESSION: We are merging; leading and embracing change

Yvonne Wilson
Commercial Director, Lancing College

BIO:
CASE STUDY/PRESENTATION: Being more commercial; how Lancing College are diversifying revenue

Sarah Willoughby
Head of Marketing, Lancing College

BIO:
CASE STUDY/PRESENTATION: Being more commercial; how Lancing College are diversifying revenue

Tom Wood
Head of Marketing & Admissions, St Mary’s School, Hampstead

BIO: Tom is Head of Marketing, Admissions & Development at St. Mary’s School, Hampstead (winner of the 2025 AMCIS Impact Award for Strategic Marketing). He is a foundation governor of Cranbrook School, a state boarding school in Kent, as well as Deputy Chair of the Marketing Committee for the Proms at St Jude’s, a music and literary festival in North London. Tom was a choral scholar at the University of Oxford and King’s College London, where he studied music. He is a fellow of the Royal Society of Arts (FRSA), and a judge for the Inspired School Marketing Awards. Tom was schooled at Cranbrook and Claremont, where he was head boy.

CASE STUDY: From quiet confidence to loud impact – creating a school reputation strategy that works.

Jonathan Winchester KEYNOTE
Founder & CEO of insight6, and leading expert in customer experience

BIO: Jonathan Winchester is one of the UK’s leading authorities on customer experience (CX). He is founder of insight6, which currently helps over 380 organisations – including a number of independent schools – to build lasting relationships through improved customer journeys.
KEYNOTE: An engaging keynote speech bringing to life the importance of creating exceptional experiences for prospective families – this will both inspire and challenge. Covering CX in education, how to differentiate in a competitive market, and CX strategies for schools, Jonathan’s keynote will include The Big Reveal. In a powerful and eye-opening segment, Jonathan will unveil insights from real mystery enquiries submitted to participating schools prior to the conference. This moment of “reveal” is exciting, sometimes confronting, and always enlightening.