Working with a London-based university specialising in Masters degrees and Executive Education, the goal was to increase awareness and drive high-quality leads across a highly competitive category. Although budgets were substantial and LinkedIn was the core platform, the client faced a major measurement challenge: limited visibility in the mid-funnel, which made optimization and reporting accuracy difficult.

​

I introduced a full-funnel LinkedIn structure to expand reach, diversify audiences and build consideration earlier in the journey. Each program had dedicated budgets and strict enrolment targets, which I supported through course-specific campaigns that balanced reach with lead efficiency.

​

A key part of the partnership was guiding the client through a broader measurement and strategic shift, moving away from short-term, reactive course launches and towards an always-on, consideration-led model. This aligned with real user behavior: people consider postgraduate study year-round, not solely during campaign windows. The new structure allowed the university to reach prospective students earlier, nurture interest more effectively, and build a more stable pipeline of quality leads.