Penny is a chartered marketer and Fellow of the CIM. Prior to setting up her own consultancy, she worked in Higher Education marketing and student recruitment for 20 years at several universities, most recently as Director of Marketing and Communications on the Executive team at Nottingham Trent University. Penny is working in collaboration with UCAS to show universities how they can achieve student recruitment growth.

She is a HEIST Awards panel chair and an annual speaker at the AdvanceHE Aurora Leadership conference for women.