Marketing & Comms Officer
Communications and marketing sit at the intersection of how people think and what moves them to act. That's why I studied psychology and why this role was the right place to start applying it at scale.
At the University of Nottingham I own the full communications function for the wellbeing team: social strategy, brand identity, content creation, print, web, newsletters, and student engagement programmes. It demands creative range and strategic discipline in equal measure and it's produced some of the most widely-reached student communications the university has run.
By the numbers
250,000+
monthly views on Instagram
#1 in the UK
university drug & alcohol survey response rate, 2024 (top-5 nationally, 2025)
50,000+
monthly average of engaged accounts
1,000+
participants in our Active April Challenge
Social Media Management
I manage the Instagram presence for four university wellbeing services — building a visual system with clear sub-identities so students immediately know what they're looking at in a fast-moving feed. Content is split by objective: Reels for reach to non-followers, carousels for saves and shares, Stories for ongoing trust. The account generates 250,000+ monthly views and 50,000+ engaged accounts — entirely organically, with no paid promotion.
Tone is the hardest thing to get right in wellbeing comms. One badly judged post can undermine months of credibility with a vulnerable audience. The discipline of holding platform-native, student-relevant content within an institutional register — without losing either — is where the psychology background earns its keep.
Newsletter & Comms
The monthly HealthyU newsletter is the quietest channel with the loudest results. Delivered directly to student inboxes, it extends the brand and voice established on Instagram, combining campaign updates, event signposting, and seasonal wellbeing guidance into a consistent, trusted touchpoint. In 2024, it played a central role in achieving the UK's highest student drug and alcohol survey response rate. In 2025, top-five nationally.
Each edition also includes clear signposting to available support services, ensuring regular reminders of help pathways are embedded as part of a responsible, preventative communications approach at the University of Nottingham.
Internal Comms
I use internal communications to coordinate and strengthen cross-university delivery of wellbeing campaigns, providing monthly updates that align teams around shared priorities and invite active collaboration. These communications are used to form and lead cross-functional working groups, distribute campaign assets for reuse across partner channels, and ensure wellbeing messaging is amplified consistently across services, schools, and faculties.
This approach has supported large-scale engagement initiatives such as the Active April Challenge, where internal promotion and asset sharing helped drive participation from over 1,000 active users, achieving an average of 9,000 steps per day, including tailored collaboration with HR to engage staff communities.
Internal communications have also been critical to the delivery of the Wobble Week campaign, originating from a high-risk period in the academic year with a marked increase in student drop-out rates driven by academic pressure, overwhelm, and loneliness. Structured internal coordination enabled institution-wide participation, allowing schools and teams to deliver their own events under an iconic jelly-themed visual identity and ensuring students across all campuses repeatedly encountered clear, consistent support messages. As a result, Wobble Week delivered over 70 events across two weeks, engaging all four campuses, every faculty, and more than 10,000 students through a coordinated, institution-wide approach.
Print & Digital
I lead the design and delivery of print and digital assets for large-scale wellbeing campaigns across multiple university campuses, balancing clarity, accessibility, and consistency at scale. I translate complex health and support information into clear, accessible design systems that work seamlessly across print, digital screens, and campaign materials.
Assets are produced in high volumes, with tens of thousands of printed items distributed annually across campuses and external partner locations, including public and third-sector organisations.
This approach ensures campaigns are immediately recognisable, trusted, and easy to engage with, supporting sustained uptake and effective partner collaboration, and is designed for long-term reuse across campaigns.
Website management
I’m responsible for the ongoing management and development of a high-traffic wellbeing website, treated as a live service that is continuously updated to reflect new campaigns, resources, services, partnerships, and events.
Working within the University of Nottingham’s established brand and governance frameworks, I ensure students experience a clear, consistent journey across multiple sites, with intuitive navigation, strong information hierarchy, and accessible UX design.
The role involves writing and maintaining content across a wide range of topics, from everyday self-care to sensitive areas such as suicide, drugs, and gambling, requiring careful judgement, clarity of tone, and close collaboration with specialist teams to ensure accurate cross-signposting as services evolve.
Alongside content and UX delivery, I lead on website performance analysis, tracking traffic patterns and campaign effectiveness to understand shifts in student need, and using these insights to inform real-time decisions, including the delivery of targeted, ad-hoc wellbeing events in response to emerging demand.
I designed, launched, and delivered a year-long, accredited student engagement programme within the HealthyU initiative, HealthyU Champions, embedding student voice directly into wellbeing campaign delivery and development.
The programme recruited and supported 22 student volunteers and was built around two core pillars: monthly training sessions focused on learning, networking, and idea development, and hands-on involvement in campaign delivery, events, and creative project work.
Participants were supported to design and deliver their own wellbeing initiatives aligned with their interests, resulting in high-impact projects such as facilitated craft workshops with counselling staff, interactive poster campaigns, and student-led digital engagement formats, all of which contributed to increased reach and authenticity of wellbeing messaging.
Alongside delivery outcomes, the programme provided valuable insight into student needs and behaviours while enabling me to line-manage and mentor a large volunteer cohort, supporting participants to develop skills, explore career pathways, and translate their involvement into meaningful professional experience.
Delivered during the 2024–25 academic year, the programme became a key component of the wider wellbeing engagement strategy, strengthening both institutional delivery and student ownership.