4 August 2006 Lincoln University names new International Director

Irish-Australian Melanie O’Toole, International Manager of the University of Melbourne’s Victorian College of the Arts, has been appointed International Director of Lincoln University.

Ms O’Toole takes up her position on 24 August.

Lincoln University’s Assistant Vice-Chancellor (Business Development), Professor Tony Zwart, says Ms O’Toole comes to Lincoln at an important juncture as New Zealand and the University are poised to enter a new era in international education marketing.

“New Zealand’s traditionally strong Asian markets are showing signs of retrenchment and more sophisticated marketing and relationship development is required to meet student needs.

“We must be creative and innovative in addressing the situation,” says Professor Zwart.

In a solid marketing career spanning four continents in the public and private sectors, Ms O’Toole has shown the ability to develop and execute marketing plans in many countries and maximise “brand presence” in a range of professional areas including higher education.

Ms O’Toole has almost 15 years of international marketing experience with a major focus on Asia. In addition, she has held diplomatic appointments including a role as Singapore-Australia Young Business Ambassador, which involved promoting trade links between Singapore and Australia.

She has developed extensive international networks and in her current Melbourne position she manages trade services in the arts and education to 23 different countries.

Ms O’Toole has been associated with the University of Melbourne’s marketing activities since 1997, in several different roles – Marketing Executive in the Faculty of Education, Regional Programmes Manager for Marketing and Recruitment Offshore and, for the past two and a half years, Manager of the International Office, Victorian College of the Arts.

She says she is delighted to take up a position at Lincoln University which largely pioneered international marketing within the New Zealand university system and has students from almost 60 different countries on its campus.

“Lincoln University has an enviable reputation in the international market place for its strong vocationally oriented programmes, its strong customer service and a staff body deeply committed to internationalisation and what it has to offer its students and the wider community,” she says.

Ms O’Toole, who speaks Japanese and Chinese (Mandarin), has a Masters degree in International Business from the University of Melbourne and other qualifications from Monash University. She holds board directorships of the Australian Chapter of the United Nations Development Fund for Women and the International Women’s Federation of Commerce and Industry.

Ian Collins, Journalist, Lincoln University, Canterbury, New Zealand