By Andrew J. Kittell This year, ACS welcomed Hazel Kay to its leadership team based in the Heywood House mansion on the group’s Cobham, Surrey campus. Succeeding Fergus Rose who has assumed broader responsibilities as ACS’s Advancement Director, Hazel will lead the four-school group’s Marketing and Admissions teams.
A lover of culture and the French language, Hazel earned dual degrees from Lancaster University in the latter and in Marketing. Her previous experience as a marketing professional runs the gamut from financial services to luxury retail, with an international focus being a constant theme throughout her career. Hazel describes her days before ACS, “In my previous roles, I have been responsible for branding in Europe, the USA, and across the globe. I’ve worked for some large organisations such as American Express, De Beers, and Selfridges, but also at smaller ones like Vertu.”
Hazel Kay
Hazel’s found marketing across this spectrum of products and services rewarding. She explains, “I’ve enjoyed the range of challenges I’ve faced in these roles. From improving digital outreach and search engine optimization to developing advertising and reinforcing brand reputation, it’s been varied and very engaging work.”
But any senior-level role will have its challenges. Marketing is no different. Hazel mentions some, “There’s usually so much going on at any one time that it’s tough trying to prioritize and ensure that everything’s done well. It’s a case of having almost too much opportunity, but with finite resources a team can only run so fast.”
Although new to the education sector, Hazel feels as if she’s found a home at ACS. “I have been truly surprised by the friendly ethos of the school and the obvious joy of learning and living our students project. In a more-traditional setting, schools can be perceived as challenging places where students and teachers are stressed and the environment, particularly in the higher grades, can be super competitive. At ACS, I honestly see students enjoying being at school,” Hazel concludes.
How does one stay as inspired as ACS’s students? Hazel has her ways, both professionally and personally. She says, “Professionally, I like to be well informed across my industry and find, with a demanding leadership role, that Twitter and LinkedIn are good ways of finding out the latest themes and topics trending. Ted Talks are also fascinating to watch, when I have the time. Personally, I am inspired by men and women who do a great job and have a will to succeed in the face of adversity.”
Success can be measured and Hazel’s a big believer in meeting or, more likely, exceeding key performance indicators or KPIs. But she’s also a team player, recognizing that the best leaders inspire those around them. “Success is measured both by achieving hard-to-reach goals and objectives, never forgetting you got there by encouraging others to move forward. In life, it’s just about making sure everyone is happy. Much harder work than reaching performance targets,” Hazel asserts.
Hazel takes pride in her work and has more than a few significant accomplishments to reflect upon. Describing one memorable event she managed celebrating the Millennium, Hazel says, “The guest list was a very curious mix, including HRH Prince Charles, Donatella Versace, and Jon Bon Jovi. This star-studded event helped welcome the 21st Century in style, generating $30 million in global publicity.”
Now working with young people aged 2-18, Hazel has sound and seemingly simple advice for anyone considering a future career in Marketing, “Learn the fundamentals of branding and creating a unique position for your product or service and the rest should follow. And be a digital expert.”
When not leading the ACS’s four-campus, three-country Marketing and Admissions teams, Hazel finds time to unwind by being active. In addition to spending time with her daughters and partner, Hazel keeps moving in other ways. She shares how, “I enjoy running and tennis and other sports, and stocking up on culture which might mean reading a Man Booker Prize short-listed novel or visiting an art exhibition.”
Only a few months into her new role at ACS, Hazel is looking forward to learning more about and engaging in the boarder global mobility community. As with her predecessors, please expect to see her from time to time at international relocation events in London and in North America.