Speakers
Rachel MacSween
Cristiana Kunyczka
Robert Buttery
Julian Leu
Bara Sobotkova
Sebastian Fernandes
Ignite© session
How do you learn from past mistakes to pave the way for future student marketing and recruitment successes? This fast-paced Ignite© session will guide the audience through five-minute, 20-slide presentations about lessons learned within marketing and recruitment, navigating the future of student recruitment and Generation Alpha marketing, and using data to make informed decisions in your internationalisation efforts.
Topics:
Marketing and admissions
Robert Buttery is Head of International Relations at the University of Applied Sciences and Arts Northwestern Switzerland (FHNW), where he leads the institution’s global strategy and partnership portfolio. With dual British and Swiss nationality and over 25 years of experience in international education, he is a recognised expert in global engagement, student and staff mobility, and reputation building.
Since joining FHNW in 2002, Robert has held several leadership roles, including International Relations Head for the School of Business. He also lectures in international management and business communication. His earlier career spans consultancy in the pharmaceutical and financial sectors, academic posts in Spain, and leadership in language education.
Robert holds degrees in European Studies, Education, and Linguistics, and is fluent in five languages. A committed advocate for inclusive and transformative international experiences, he has received multiple awards, including honours from the Canadian Bureau for International Education and the British Columbia Council for International Education. He has also served as Chair of the EAIE Business Education Board and as an elected
Julian Leu is the EMEA Team Lead at Studyportals, and beyond managing the team, he advises universities from the region on the topic of international student recruitment. Julian had a life changing experience as an international student during both his Bachelors and Masters, having lived and studied in the United Kingdom, Belgium, The Netherlands and Taiwan across his educational journey. These culturally enriching endeavours made him very passionate about promoting international education himself.
Having worked in the education industry for around 6 years, Julian is passionate about the impact of culture and socio-political drivers on international education choices. He also paid special attention to how marketing efforts can be tailored according to generation specifics, and has given keynote presentations and sessions on refining marketing activities towards Gen Z and Gen Alpha. Likewise, Julian has explored the role that emerging technologies such as AI play in the decision-making journeys of international students.
Head of Study in Czechia within the Czech National Agency for International Education and Research (DZS)
As the Head of Study in Czechia, Bára Křenek Sobotková oversees a unit dedicated to the internationalisation of higher education, international student recruitment, promotion of Czechia as a study destination abroad, and the Czechia Alumni programme. Previously, Bára worked as a senior consultant at the DZS liaison office in Brussels, CZELO, where she focused on EU education policies. She also gained valuable experience while working as a university teacher and communication coordinator.
Her expertise lies in internationalisation, strategic coordination, and education diplomacy. She has experience in coordinating international projects and missions, working with universities, ministries, embassies, and partner organisations in Czechia and abroad, while strongly advocating for international talent and its role in shaping knowledge-based societies.