Joel joined SUMS Consulting, the not-for-profit charity owned by universities, as its Managing Consultant and Group Head of Business Development in 2019. He is also the professional lead at SUMS for branding, marketing and student recruitment assignments.

A graduate of the University of Edinburgh, Joel spent the early years of his career working in marketing roles and at advertising agencies across a wide range of clients, including Marks and Spencer, Rolls-Royce and the Royal Bank of Scotland. His transition into the higher education sector followed two years working with the Open University’s marketing agency as their Client Services Director and an adviser on brand and direct marketing. Joel became the University of Central Lancashire’s first Director of Marketing and Communications in 2010. A passionate strategic marketer, communications expert and senior leader he was promoted to Pro Vice-Chancellor (External Relations) with responsibility for external engagement and policy shaping.