Meet The Team

We are all a team….not the ‘office staff’ and the ‘tutors’. We believe that we all work together to give you the best training experience. So in no particular order…..



Morag graduated from Cambridge University in 1986. As well as the prerequisite of partying and rowing, she gained her B.Ed degree in Maths – she found the perfect balance of ‘work hard, play hard’! With a passion for marketing and a love of studying, she later went on to acquire her CIM Postgraduate Diploma in Marketing (very useful for empathising with our students).

Initially Morag specialised in membership marketing for professional bodies advising on their recruitment and training strategies. Subsequently, in the early 90s when colleges realised they were being funded for ‘bums on seats’ (and identified a need for attracting prospective students), she moved into Education Marketing, developing innovative and new ways to promote education and training for HE/FE Colleges.
Morag went on to set up her own business as a marketing and training consultant, developing marketing plans for large and small organisations in many industry sectors, developing events for multi-agency groups as well as training in marketing, leadership and management skills.
She never lost her passion for education and, as well as continuing to be a marketing practitioner, has spent the last 15 years developing fun, interactive (and most definitely not boring) courses for marketing students. She believes that developing great content and finding passionate marketing practitioners to deliver that content is key to getting top results for students in their professional exams, both of which she has achieved in all of her educational roles.


When not spending time with her young(ish) family, Morag likes to socialise, eat out, drink lots of cocktails and travel (particularly to the Greek islands). She is currently learning to speak Greek at evening classes (fed up with only being able to say ‘hello’, ‘goodbye’, ‘please’ and ‘thankyou’) and practises ‘mindfulness’ to calm down after all of the above!



Not one to take the usual university to work route, Carl studied a three year hospitality City and Guilds course at Nottingham. Once he realised that this would require working late into the evenings and weekends, he opted for a career change (after gallivanting around Australia and South East Asia for THREE years!!!!), studying for a degree in Psychosocial Studies at UEL. Later on, Carl studied for the CAM Diploma in Marketing Communications.

In the Ab Fab days (sweetie darling), Carl multi tasked at the 5th Floor Café at Harvey Nichols, vetting the door and ensuring all customers’ needs and wants were met.
Never one to miss an opportunity, when the boom exploded, Carl became an account manager for an internet provider and was headhunted for subsequent roles in the field.
Discovering his flair for providing ‘the best’ customer service, Carl commenced his career in the education and training world delivering CIM and CAM courses. He was headhunted to join a new London based training provider delivering a range of professional courses. Carl was promoted through the ranks to Operations Manager, heading up multi-site, international and e-learning programmes. He was instrumental in significantly increasing the student recruitment, retention and achievement rates.
Carl believes in creating a fun, open and transparent relationship with students to help them realise their full potential. He has great talent in forming highly successful collaborations with partners to source the best venues to create the best learning environment for students. With many years’ experience of devising timetables he is skilled at finding the best formula to optimise students’ learning performance. He adds value to the student’s learning experience by developing close working relationships with professional awarding bodies.

Carl outdoor

Carl is a keen cyclist, often seen on his beloved Brompton bike. Like Morag, he enjoys a healthy social life and loves theatre and the creative arts. Not many people know this but Carl was a keen gymnast from the ages of 6-14, often seen warming up in the back of his mum’s car on the motorway. On a more serious note, Carl has volunteered for Age UK and ‘befriended’ an elderly couple to help them access the internet, but ended up drinking wine and chatting the whole time!



After a late start to university and then putting off proper work for a further two years by back packing round the world, Sarah settled down to City life in the press and PR office of the Institute of Chartered Accountants. It was a strange experience initially, working in a Grade II listed building that had also won awards for the use of stressed concrete. When someone else was off sick, she was the person to phone Sir Adrian Cadbury himself to set up the first meeting of the Cadbury Committee, which went on to change the face of corporate governance in the UK. And no, there was no chocolate involved.
Sarah’s career has encompassed pretty much every aspect of marketing and marketing communications and she was around to see the start of the impact of the web and digital tools on the professions, which she describes as fascinating and scary. “The whole team huddled round a computer monitor, hitting refresh to see in real-time how many people were reading our first email newsletter – revolutionary!” she remembers.
As well as managing marketing, digital marketing and web development teams for the Institute, Sarah has been a digital marketing consultant for a range of membership organisations, charities, educational institutions and commercial organisations.
She became a member of the CIM in 1999, taking the intensive route to the post-graduate diploma. That involved five weekends of study between September and November and then four exams in a week. With a six year old and a two year old at home and the first link up of the Institute’s website with its member database to manage, it was a busy time. But it provides a common ground with students, who all face similar challenges of balancing work, study and family life.
Sarah has been teaching CIM qualifications since 2009, focusing mostly on the digital modules. She has mentored new tutors as well as supporting hundreds of students as they complete their written assignments. “After a day with clients, who can sometimes be a bit jaded and unenthusiastic, to spend an evening with marketers at the start of their careers, investing their own time and money in giving themselves the best possible opportunities, that’s very invigorating.” says Sarah.

Sarah Alder new photo



Marie's career in research started through a passion for understanding people. After studying Business Psychology with a specialisation in market research she moved on to a Masters in Market Research and Consumer Behaviour and has been working in research and insights ever since. Her career spans client-side spells at McDonald's and Weetabix as well as agency-side roles at Lumina Intelligence, Nielsen, and Degustabox. "What I love most about research is definitely the challenge of trying to understand something as complex as the human mind and using this understanding to put people at the heart of what companies do.", she says. "Research is the perfect combination of psychology, scientific approaches, and analytics - a challenging but rewarding combination. She's originally from Germany, but you couldn't tell - after working and studying in Germany, the US, China, Spain, and the UK, her accent and attitude are a patchwork of different languages' and cultures' influences. When not at work, Marie can be found baking (she describes herself as a human cookie monster) or playing the piano.

Marie Hense



Ann started her working life as a secretary in the NHS working in a finance department. It was actually fun, she says, and it’s not true that all accountants are boring! After travelling around the world for 16 months, where she honed her “skills” as a backpacker, she then moved to the marketing department at BUPA Head Office and that’s where the passion for marketing started back in the late 1990s. Her dad made her apply for the job to pay off the Mastercard!
Following promotions at BUPA she then moved to senior roles at HCA International and then General Medical Clinics – so she was pretty healthcare services through and through. Since becoming freelance she has worked more with SMEs and has honed her array of marketing skills to much tighter budgets.
Her career with CIM again started a long time ago and she achieved her Postgraduate Diploma in 2003 and has been a Chartered Marketer ever since. She sits on the Greater London Regional Board of CIM and works to develop London’s support for student/studying members. She’s been teaching CIM subjects for 14 years, latterly focusing on the Certificate in Professional Marketing. She’s also a tutor and Assessor for the Market Research Society and an experienced Mentor, and somehow fits all of this in with providing taxi services to her two young children! .

In her free time, she loves socialising, is a keen tennis player (enthusiastically keen, rather than being of any quality) and enjoys camping – she’s lucky enough to spend the summer holidays in Europe. Sort of backpacking again really but the clothes get more regularly washed now, she says….and the credit card bill isn’t quite so high.

Ann - Print Rooms



Malcolm is an experienced and dynamic interim director and consultant with over 30 years line management experience working with organisations operating in both the UK and internationally.  He is a leader in B2B strategic marketing and customer management change programmes that deliver sustained improvements in revenue, brand value, customer satisfaction and employee engagement.
His international business experience was primarily gained during 18 years with THORN EMI, BT, Cable & Wireless, T-Mobile and Telstra during which time he undertook many leadership roles in sales, marketing and strategy from Product Manager to Sales & Marketing Director.
He holds a Bachelor’s degree in Accountancy & Business Law, a Diploma in Global Business Leadership (Georgetown University, Washington D.C.) and an MSc in Strategic Marketing Management. He is also a qualified NLP Practitioner, a Belbin team roles associate, a qualified Myers Briggs PTI administrator and an accredited Hofstede Lecturer.
Malcolm is currently writing a book with the title Outside In Marketing®. In this ‘pracademic’ guise, he has had two articles published in peer-reviewed journals.
He is a Chartered Marketer, Chartered Manager and a Fellow of both the Chartered Institute of Marketing and the Chartered Management Institute. He served for two years on the East of England Industrial Development Board.

Malcolm Johnston



Annie has spent the last 20+ years in a variety of commercially based roles, marketing, sales, category management and international. She has significant breadth and depth in these areas across Food & Non Food, Retail, FMCG, and International. Annie founded her own limited company in the year 2000 and through this has worked with businesses across the globe, mainly specialising in strategic marketing and planning, advertising, category management and international sales and marketing.
Her client portfolio includes Tesco, Sainsburys, Homebase, Britvic, Danone, General Mills and Premier Foods (to name a few).
With an MBA in her pocket, Annie has started to focus more on working with entrepreneurs, private equity companies and lecturing – with both post grads and under grads and CIM.

Annie Dawson



Katryna is a marketing consultant, trainer & examiner. As a practitioner she has extensive experience in the medical sector, and has worked for a number of companies delivering marketing projects and managing the function.
A Chartered Marketer, she has delivered CIM courses for a number of years and sits on the CIM medical marketing sector committee. Katryna loves bringing a practical perspective to marketing challenges.

Katryna Baptist



Alison is the founder and director of a strategic marketing consultancy, Add Agency. She brings the knowledge acquired working on major advertising, design and direct marketing campaigns to bring marketing alive for her students. Her experience covers both B2C and B2B accounts, working in top London advertising and direct marketing agencies Leo Burnett, BMP and Grey (now Joshua), for clients Royal Mail, Orange, Cigna Insurance, Commercial Union and Pedigree Petfoods.
Alison is a Fellow of the Institute of Direct & Digital Marketing and Fellow of the Chartered Institute of Marketing. She has worked client side as European Marketing Manager for Philips Electronics and as Marketing Manager at HarperCollins publishers and provided in-house training for the IDM and Lorien, for clients Royal Bank of Scotland, Royal Mail and Ford.

Alison Blake



Having built a successful career in digital marketing over 10 years, working at a number of agencies in London and the South East, Emily launched digital video production company Loud Monkey in 2012. Whilst the majority of her digital marketing career was spent in the automotive sector, Loud Monkey operates predominantly in the leisure and entertainment industries.
Emily has considerable experience in teaching digital modules on the CIM syllabus, with excellent results. She also teaches businesses how to create and market effective video content using just their smartphones. In 2016 Emily launched online video training platform Choo Academy and in 2017 she released her first short film and documentary released.

Emily Chapman



Robert is a focused and conscientious communications professional, experienced in several areas including broadcast radio & television, live events, corporate communications, branded content, online video, PR, internal communications and social media.
He has a proven track record in helping bring authenticity and originality to a story creating an impact that goes wide and deep, whilst at the same time, developing media strategies and opportunities to grow market share. His priority has been to understand the values and aims of companies he works with, enabling to inspire greater loyalty, drive a higher reputation ranking and make them stand out from the crowd.
He approaches all projects with a high level of strategic and conceptual thinking helping to identify, conceive and advanced high level, innovative, global marketing, advertising and communication production which bring clarity to messages and unlock advantage. Campaigns have used all kinds of disciplines including film, photography, social media, design, publishing and radio.

Robert Smith



A B2B marketer with 17 years experience in the delivery of multi-channel marketing strategies in startup, scale-up, and global companies. These have included positions such as CMO of Britain’s fastest-growing privately owned technology company, Ve Interactive, and more recently joining as CMO at the award-winning school leadership support and edtech provider, The Key.
Sarah is passionate about the marketing profession and the transformative, long-term impact that professional development has on the confidence and career paths of marketers. She delivers strategic marketing and marketing modules and achieves excellent results.

Sarah Hernandez