Meet Clare, our VP of PBSA, Brand and Partnerships…
We’re shining a light on someone who’s spent over 15 years in the student accommodation sector and now brings that experience into shaping Kinetic’s brand, partnerships and strategy. From being a long-time customer to leading our PBSA and Brand, Marketing and Partnerships Teams, Clare’s journey is rooted in operational excellence, creativity and a genuine passion for making a difference. Get to know the person behind the role and discover what drives her, both at work and beyond.
Q: Can you tell us briefly about your background and what led you to Kinetic?
I’ve worked in the PBSA sector for over 15 years, with leadership roles at Unite Students (Head of Customer Experience) and Liberty Living (Head of Operations, UK & Europe). My focus has always been on operational excellence, brand standards, developing high-performing teams and of course, student experience. I joined Kinetic in 2023 as Head of Sector Development for PBSA, and now serve as VP of PBSA, Brand and Partnerships.
I was a customer of Kinetic for over a decade and had worked directly with the Kinetic team on a new product design back in 2012, whilst I was a customer. So, when the opportunity came up to help shape the future of the sector through innovation and bring an operational lens into Kinetic to define the PBSA strategy, it felt like a natural next step, not to mention an exciting one!
Q: What’s your role at Kinetic, and what does a typical day look like for you?
As VP of PBSA, Brand and Partnerships, I lead Kinetic’s Brand, Marketing and Partnerships team for EMEA, and I am responsible for the customer partnerships across both Purpose-Built Student Accommodation (PBSA) and the Private Rented Sector. My days are a mix of strategic planning and execution, leading and supporting the marketing and partnerships teams, and collaborating with colleagues across the business to ensure our customers feel the impact of everything we do.
I’m heavily involved in campaigns like Kinetic Voices, our ‘Kinetic Insider’ newsletter, our thought leadership programme, and our customer-focused outreach. I’ve got an exciting workstream underway for Kinetic Live 2026 (our annual conference) and ensuring we grow and bring value and insight to our Kinetic community. I love that my role allows me to combine data-led decision-making with creativity and impact, whilst keeping on the pulse with our PBSA partners, driving the growth of Kinetic and enabling the continued development of my brilliant team.
Q: What’s something you do outside of work that brings you joy or fulfilment?
Mentoring and community engagement are important to me. I’m a Fellow of the Institute of Leadership and actively support the ‘Women in PBSA’ initiative as a mentor. Helping others grow and succeed in the sector brings me a lot of joy, and it’s something I’m deeply committed to. I’m also supporting some very dear friends to launch a new Charity (as a volunteer), helping them with their brand positioning, PR and social campaigns. Check out The Ellis Edwards Foundation (a shameless plug), as they’re looking for organisations to join their mission through event support and corporate sponsorship.
Q: What’s one area of personal or professional growth you’re currently focused on?
Right now, I’m focused on how AI can transform our team, our ways of working, and how we positively impact the sector, from marketing and operations to partner engagement. I’m exploring how we can rethink digital experiences, increase our output and enhance what we do through new tech and AI adoption. It’s an exciting space, and a refreshing blend of creativity, curiosity and experimentation.
Q: What’s something you’re passionate about that most people don’t know?
I’m passionate about data integrity and dial up my ‘inner geek’ when it comes to GDPR and data. I’m a qualified Data Practitioner, and whilst it might not sound glamorous, ensuring our processes are robust and trustworthy is something I care deeply about.
Outside of work, I love the arts, being creative, and being around people (often at the same time!). Whether that’s spending a weekend with a paintbrush, designing and building something (yes, I have a toolbox 😉), watching a show, or simply being out in the garden /on the beach with family and friends. Fun Fact: I used to figure skate and teach beginners how to skate! And whilst my competitive days are long gone, I still love getting on the ice and watching it as a sport (including front row seats to Torvil & Dean’s last ever tour!).
