Elina Cotterill is the Data and Insights Manager at the University of Oxford’s Alumni Office. Elina has worked in advancement services since 2013, specialising in data management, insights and data protection. More recently, Elina has lead on Oxford’s alumni engagement metrics framework, providing reporting and analytics for several stakeholders across the University. Previously she was leading prospect research, revenue management and data insights at Merton College (University of Oxford), which she joined during the College’s very successful 750th anniversary campaign.

Originally from Finland, Elina fell in love with British academia more than two decades ago and chose to work for its advancement. She holds BA, MA, and MPhil from the University of Bangor, where she focused on Arthurian Literature and medieval horsemanship, and has had works published on these topics.