How KAUST is leading inclusive storytelling in the Middle East - A conversation with Tony Sheridan

In the latest episode of Education Marketing Leader, I sat down with Tony Sheridan, Marketing and Communications Manager at KAUST (King Abdullah University of Science and Technology) in Saudi Arabia. Tony’s journey from Ireland to leading marketing at one of the world’s most innovative universities offers valuable insights for higher ed marketers navigating change and building inclusive campaigns. 🔑 Key Takeaways for Higher Ed Marketers ♦ Unconventional Paths Are Powerful: Tony’s transition from woodworking to social media and marketing demonstrates that non-linear careers can lead to success in higher education marketing. 🤝 Cultural Adaptation is Key: Moving from Ireland to Saudi Arabia required a shift in brand voice. "Always engage a “cultural broker” to catch potential blind spots when entering new markets," Tony says. 🤜 🤛 Co-Created Content Drives Engagement: Tony’s 6-step model—Recruit, Regulate, Resource, Reward, Reach, Repeat—empowers students and alumni to become storytellers, aligning authentic voices with institutional goals. 🏛️ Campaigns Must Align with Strategic Pillars: Tony learned the importance of diversity and inclusion firsthand: “We ran a campaign featuring 11 men and only one woman, and the backlash made it clear we needed to rethink our approach.” KAUST: Innovation and Impact ♦ First mixed-gender university in Saudi Arabia. ♦ Ranked #1 globally for research citations. ♦ Technology partner with McLaren F1, without any marketing spend. What’s Next for KAUST? With a new leadership team and a focus on commercializing research, KAUST is shifting toward real-world impact and social relevance. The future of marketing lies in storytelling that connects research to everyday lives. 💬 How is your institution leveraging authentic content? 👉 Connect with Tony on LinkedIn. 🎙 Don’t miss this episode for actionable insights on inclusive marketing, strategic storytelling, and driving engagement in higher education. #HigherEdMarketing #InclusiveContent #CoCreatedContent #MarketingInnovation #EducationTransformation