I am a higher education communications specialist with five-plus years driving B2C marketing, student recruitment, and lifecycle lead generation for global universities.
My Master’s thesis was on the topic of how language impacts brand perception of Swiss universities.
Professional Experience
I spent over 5 years working in content marketing and brand management for higher education institutions in different roles.
During my time as a Content Team Manager at Keystone Education Group, I oversaw the full content strategy for educations.com, the company’s largest international platform. I led a team of content editors through research, writing, and editing on topics ranging from degree options across different countries to guidance on studying abroad. Beyond content, I participated in broader marketing campaigns for universities, including email marketing and landing page promotions for institutions and their programs.
Because these were student-facing campaigns rather than traditional B2B efforts, I gained firsthand insight into what resonates with prospective students and how to identify their needs. Effective higher education branding begins with delivering an excellent student experience, and my role involved communicating those opportunities in the most compelling way possible.
Academic Background
While working in the field, I completed a Master’s degree in Digital Business with a specialization in Branding and Marketing. My thesis examined how language influences student perceptions of Swiss university brands. The project shaped my future research methodology, incorporating nine different AI models for analyzing brand sentiment.
My interest in branding and communication strategy began during my Bachelor’s studies in Interactive Media Design, where I explored how different media shape audience engagement. During that time, I worked as a brand designer at the Economics Faculty of Erasmus University Rotterdam and later took on freelance projects creating logos and visual identities for various organizations, including Campus Review.
About This Site
This blog explores the intersection of higher education, university branding, and digital communication strategy. Writing here is my way of channeling a longstanding passion for understanding how institutions connect with students, and also serves as a way to explore various sources during my academic journey.
My passion for branding and communication strategy started during my Bachelor’s studies in Interactive Media Design, where I studied how different media impacted the way we communicate with audiences. During my studies, I worked as a Marketing Designer at the Economic Faculty of Rotterdam (part of Erasmus University), and later worked as a contractor creating logos and branding for various companies, including Campus Review.
Sara Evans 