IPSEF Speakers

Andy Nicol

Managing Director, Hobsons Solutions

Andy joined Hobsons in 2010 after 12 years working for a range of UK universities in a variety of senior international development and recruitment roles gaining first-hand experience in marketing, recruitment, and admissions across the student lifecycle. He has a unique understanding of formulating, developing and executing scalable student recruitment strategies developed in both university and commercial education environments.His 20 years’ experience of living, working and building teams in Asia, the Middle East and Africa allows him to build sustainable relationships with Hobsons’ education clients based on mutual-respect, shared experience and on-the-ground insight.

Andy was Hobsons’ first Director of Asia Business Development, where he established the company’s Asia presence building sales, engagement, and services teams in Malaysia and then India.From zero staff in 2010, he now leads a team of over 100 in Malaysia and India, delivering a range of student attraction, enrolment and admissions services to our global client base.Andy has led on all aspects of the Asia operation, including strategy development, sales and business development, M&A activity, and leading the operations and expansion of the Malaysia global hub. Andy has also led on growing Hobsons’ international school’s business outside the US, resulting in almost 1000 international school customers across over 100 countries.This included 18-months living in India leading the company’s first k12 investment and establishing sales and operations there.

Andy was previously Director International Development at Coventry University in the UK, responsible for the recruitment, admission and support of international and European Union (EU) students – establishing in-country operations in China, Europe, India and Nigeria.During his tenure, he created sector-leading enrolment and recruitment initiatives, which in three years transformed the university into a top-ten international recruiter (with international revenues exceeding $40m) including the development of a London campus for the university.The university subsequently received the Queen’s Award for Enterprise for 'continuous achievement’ in growing and supporting international students.Previously he was Deputy Director International Development at Nottingham Trent University UK, where he led on the UK’s first public-private partnership pathway centre with Kaplan, and developed a range of partnerships with government agencies, universities and companies worldwide.

Andy has a Bachelor's degree in History and Politics, and a Masters degree in Russian Studies. More recently he gained a Master’s degree in International Marketing with distinction from Strathclyde University, UK, and completed the M&A executive programme at Nanyang Technological University, Singapore.Andy has held several board and chair positions over the years with international education organisations (including the European Association of International Education and NAFSA, the Association of International Educators).He is also a member of the Chartered Institute of Marketing (CIM).