Speakers
Marlies Overbeek
Michael Scott
Nicole Zwetsloot
Session
⭐ Thematic Committee Session
✅ Included for all participants
💡 Marketing and admissions
How can higher education institutions move beyond promoting programmes to positioning entire regions as talent hubs? This spotlight session will explore how to integrate study, research, career opportunities and lifestyle into a compelling, future-proof narrative for international students. Featuring two leading examples from France and the Netherlands, we will highlight how investor networks, startups, industry partnerships and alumni power drive talent attraction and employability.
International higher education leader focused on expanding access to global study opportunities and supporting student success across diverse learning pathways.
Marlies is also the outgoing Chair of the Thematic Committee for Marketing & Admissions.
Experienced in developing international partnerships, educational programmes, and global recruitment and enrolment strategies in a rapidly evolving international education landscape.
As College Director at The Hague Pathway College, Marlies leads the strategic and operational development of an international college that prepares students for degree study at The Hague University of Applied Sciences, contributing to the university's internationalisation ambitions and the development of entry routes for globally mobile students. Her role spans academic leadership, educational development, student performance and progression, partnership management, and the growth of sustainable international education initiatives.
Michael is the Director of Admissions and Student Enrolment at HEC Paris, a leading European and international business school. Responsible for a portfolio of undergraduate, masters and executive degree programmes, Michael leads the teams evaluating, selecting and enroling the best talent for a competitive marketplace. Specialised in Graduate Management Education, Michael is experienced at managing admissions and student recruitment on a global scale, as well as working with employers across diverse sectors to connect graduate talent with opportunity.
International Education Marketing & Enrollment Management Expert. Digital Transformation, AI-Driven Student Recruitment, Gen Alpha Engagement, and Global Market Expansion. Top 50 Voices of International Education.
As Founder & CEO of geNEOus, leading enrollment management consultancy, I work closely with executive teams and enrollment leaders to drive student recruitment, enrollment growth, and digital transformation initiatives. Our work focuses on student journey optimization, global market expansion, CRM strategy, marketing automation, and AI-powered personalization to improve conversion rates and institutional performance.
Strategic Enrollment Management Consultancy:
- Develop and execute data-driven enrollment management and student recruitment strategies across key international markets, including LATAM, Europe, the Middle East, Africa, and Asia.
- Design buyer personas, map end-to-end student journeys, and optimize CRM platforms (Salesforce, HubSpot, Microsoft Dynamics, Zoho) to improve lead generation, lead nurturing, conversion rates, and enrollment outcomes.
- Advise institutions on international enrollment growth, brand positioning, digital marketing strategy, and partnership development to expand global recruitment pipelines.
AI & Digital Transformation:
- Lead the adoption of AI-powered tools for personalized student enrollment, marketing automation, and CRM processes, improving lead conversion and reducing administrative burden.
- Strategize paid media, SEO, and UX/UI strategies to increase digital visibility and align digital marketing efforts with student recruitment goals.
Training & Empowerment:
- Deliver training programs for enrollment management and marketing teams on CRM strategy, student lifecycle management, digital marketing, and data-driven decision-making.
- Equip institutional leaders with frameworks to drive change management, digital transformation, AI integration, and continuous enrollment performance optimization.