I suppose it happens to most marketers at some time, but I wasn’t
expecting my own career to jump lanes perhaps until I reached my
So at 28, after three years at Unilever and enjoying my role as a senior
consultant at Marketing Dynamics, the last place I expected to be was
Uppingham School in Rutland, in its new post of marketing director.
Uppingham is one of the few full-boarding schools which are really
thriving, so my job is not to grow the numbers but to articulate a clear
and competitive vision of the Uppingham brand and promote this to target
In ten years, all top UK schools’ A-level pass rates will be approaching
100% and all will have continued to invest in facilities. Therefore, the
basis of choice in private education will be the emotional values of the
The school’s brand can be articulated through videos, press relations
and so on, but it is actually sold by the staff, head teachers of feeder
schools, the parents and alumni and the students.
That is why I made such a big career change, and why I love my job: this
total focus on the expectations, prejudices and memories of vastly
Russell Speirs is marketing director of Uppingham School in Rutland.