As Keypath UK’s Director of Marketing, Patrick Klein is an important member of the senior management team. In his role he oversees the strategic marketing for Keypath’s partner universities, elevating their brand globally and maximising new student inquiries through a diverse channel mix.
- BA English/Politics, Ruhr University Bochum, Germany
I love how dynamic and collaborative this sector is. Usually, people who work in higher education do so by choice and because they have a real passion for the impact education can have on people’s lives.
What do you bring to Keypath as Director of Marketing?
I’m in charge of the global strategy to market our online-enabled programmes to students around the world. My teams develop and execute a comprehensive range of multichannel marketing activities with a strong focus on data analytics, digital innovation and ongoing optimisation.
My international career path has given me a deep understanding of multinational business environments and diverse work cultures. Working in five different countries and across global networks has given me the ability to respond quickly to ever-changing business needs and to create the right strategies to drive international success.
How do you measure your success?
I strongly believe in the power of data – the way it can influence decision making and how it can help set the overall direction for businesses and operations. I’m excited to see how agile marketing approaches now enable my teams to focus on high impact opportunities. Our advanced campaign tracking capabilities help us continually enhance performance and achieve superior outcomes for our partner universities.
What’s your personal motto?
That would be a version of ‘work hard, play hard’. My interpretation of this saying is to always give your best at work, but at the same time make sure the environment is fun and rewarding. So in a sense, play becomes work and the other way around. I strive to create a dynamic and supportive work culture where my team members can continuously improve and expand their skill sets. I encourage my staff to bring new ideas to the table, push boundaries and explore new angles. At Keypath we all work extremely hard, but we never forget about the fun aspects of working together as colleagues and partners.
What excites you about higher education?
I love how dynamic and collaborative this sector is. Usually, people who work in higher education do so by choice and because they have a real passion for the impact education can have on people’s lives. As a higher education marketing professional it sometimes feels like the whole sector gets thrown up in the air by policy changes, international developments, political decisions etc. But no matter what happens, there is a real sense of belonging and collaboration, and any big issues that arise will be tackled as a community.
What’s the one hobby you couldn’t live without?
Going to the theatre! It’s one of the reasons why I decided to move to London.