About Us
The content we create is based around the AMCIS Framework, an evolving reference to capture the key elements on admissions, marketing, and communications in independent schools.
Meet our Team
Oliver Smith
Oliver (‘Oli’) joined AMCIS as CEO in June 2025.
His appointment follows 10 years’ experience in the membership sector as Deputy CEO and previously Head of Membership & Business Development of the Employee Ownership Association. His experience there includes leading significant recruitment and revenue growth, with year-on-year growth in member engagement. He also has experience of diversification of revenue streams and supporting the implementation of a new CRM system and company re-brand.
Oli has a degree from Leeds Beckett University and is an alumnus of Pocklington School near York.
- Email:
- [email protected]
- Phone:
- 01653699800
- Website:
- www.amcis.co.uk
- LinkedIn:
- https://linkedin.com/in/oliver-smith-25313225/
Ed Davies
Ed joined AMCIS in June 2026 as Marketing & Communications Manager.
He has a background in marketing, customer service and membership.
- Email:
- [email protected]
- Phone:
- 01653699800
- Website:
- www.amcis.co.uk
- LinkedIn:
- https://linkedin.com/in/edavieswork/
Naomi Chambers
Naomi provides administrative support to our CEO Oliver and her colleagues, including updating our database and scheduling online networking meetings, which are a great way for members to meet each other, discuss a whole range of topics and issues, and pick up some moral support along the way. Naomi has previously supported a number of busy offices in a variety of sectors.
- Email:
- [email protected]
- Phone:
- 01653699800
- Website:
- www.amcis.co.uk
Lucy Mason
I work hybrid from home/office in the Yorkshire Wolds. My home office window overlooks the Cow “maternity ward”.
Experience
I’ve worked for a multinational haircare company, an IT company, a professional gambler, a land agency, and a gin distillery. I joined AMCIS in 2018.
Outside work
Horse riding, skiing, walking and swimming. Love seafood and my Norfolk Terrier,Twiglet.
- Email:
- [email protected]
- Phone:
- 01653 699800
- Website:
- www.amcis.co.uk
- LinkedIn:
- https://linkedin.com/in/lucy-mason-497744182/
Melissa Huntsman
I live in Malton with my husband and two children.
Experience
Before joining AMCIS I spent 20 years in sales and customer service and the financial services sector, which is where I first began organising training seminars.
Favourite Board Game
Frustration
Outside Work
Dog walking, running, exercise classes, teaching aerobics, step aerobics and legs bums and tums. Trying to keep up with the busy social lives of two teenagers.
Bucket List
Travel - everywhere!
- Email:
- [email protected]
- Phone:
- 01653 699800
- Website:
- www.amcis.co.uk
- LinkedIn:
- https://linkedin.com/in/melissa-huntsman-022bb2252/
Angela Dudley Warde
I work from home in the south west of England in the beautiful Mendips; between Cheddar and Weston-Super-Mare. A perfect and very accessible location and ideal for me as I love both the countryside and the sea.
Experience
My career has been focussed on the independent schools sector since 1999 with roles including director of admissions, marketing, development, external relations and international relations. I enjoyed working and living in Spain for four years and also had a short-term contract in Switzerland. It has been a great privilege and pleasure to have worked with agents and families from around the world to find the very best fit when it comes to children’s education.
Claim to Fame
Winner of Cosmopolitan Women Achievers Award 1991 (category winner for Public Service) in recognition of my work for the National Kidney Research Fund.
Outside Work
I enjoy travel and exploring new places; cooking and entertaining friends at home and spending as much time as possible with my new grandson.
In Another Life
Detective! I love ‘investigating’ and finding solutions.
- Email:
- [email protected]
- Website:
- www.amcis.co.uk
- LinkedIn:
- https://linkedin.com/in/angeladudleywarde-b9659646/
Ruth Kerr
I do my AMCIS work from a cabin in my garden in Hampshire, with my dog, a radio and Spotify for company. I also work for a number of other organisations which can be in the cabin, in a museum or on a farm.
Experience
I've worked in digital communications, across different sectors, for over a decade. As well as working part-time for AMCIS, I undertake freelance projects. With my freelance hat on, I deliver a range of work in the museums and heritage sector, and regular communications, administration and learning for three rural charities. No matter what I'm doing and who I'm working for, my role is to engage people.
Favourite Board Game
Carcassonne (and in winter, the Winter Carcassonne edition while listening to Fleet Foxes).
Outside Work
Reading, puppy-wrangling, listening to music.
In Another Life
Song lyricist.
- Email:
- [email protected]
- Phone:
- 01653 699800
- Website:
- www.amcis.co.uk
- LinkedIn:
- https://linkedin.com/in/ruthbkerr/
Meet the team
A small but highly experienced operational team, bringing together extensive expertise, proven leadership, and a strong focus on delivering exceptional service. Each member contributes a wealth of knowledge and practical insight.
Melanie Burke
Melanie is Director of Admissions & Marketing at Ryde School with Upper Chine.
- Email:
- [email protected]
- Website:
- www.rydeschool.org.uk/
Laura Chell
Laura is Director of Admissions at Wycombe Abbey, and has spent over fifteen years in school admissions - with ten of those spent in girls' schools. She has dedicated her career to guiding families through the intricate process of securing the best educational opportunities for their daughters.
Laura has a passion for girls' boarding education, and a wealth of knowledge from her extensive experience in both UK and international schools, including four years in Australia.
Areas of expertise include:
- Admissions strategy and operations
- Single-sex education
- Boarding
- Pupil acquisition and retention
- Prep School relations
- Parent engagement and experience
- Email:
- [email protected]
- Website:
- www.wycombeabbey.com
- LinkedIn:
- https://linkedin.com/in/laura-chell/
Emma Judge
Emma is Director of Marketing and Admissions at Farnborough Hill in Hampshire, a Catholic day school for girls. After twenty-five years working in corporate graduate recruitment and marketing in the oil and gas, professional services and legal sectors, Emma switched industry completely in 2019 and has worked in a co-ed boarding school and senior day school. A self-confessed process addict, Emma enjoys focusing on the candidate journey and ensuring that a prospective family’s experience of the admissions process is absolutely the best it can be.
Upon joining the AMCIS Board of Directors in May2026, she said:
“Having been a member of AMCIS since I started working in the sector, I’m delighted to be joining the Board. I’m hoping that I can share some of the recruitment lessons I learnt in the corporate sector particularly in relation to supporting schools in putting candidate experience at the very top of the agenda.”
- Email:
- [email protected]
Victoria Deadman Gatt
Victoria is Group Director of Marketing, Admissions and Engagement at the Royal Russell School. Her areas of expertise include:
- Marketing and communications strategy
- Brand identity
- PR and crisis PR
- Admissions
- Process improvements
- Customer experience
- Leadership
- Inclusion
- Email:
- [email protected]
- Website:
- www.royalrussell.co.uk
- LinkedIn:
- https://linkedin.com/in/victoriagatt/
Nicky Dingle
Nicky is Head of Marketing and Communications at Dauntsey’s, Wiltshire. She joined the independent school sector in 2017, beginning her education marketing career at Pinewood Prep School before moving to Dauntsey’s in 2021. Prior to this, Nicky worked in the commercial sector, leading the Commercial Marketing team at the National Trust and spending time at media agencies in both London and New York. Her expertise spans luxury brands, brand strategy, reputation building, and membership growth. Nicky is deeply committed to education and is passionate about the role strong marketing plays within the independent school sector.
Upon joining the AMCIS Board in May 2026 she said:
“We are undoubtedly operating in a challenging period for the independent school sector, and I firmly believe that long‑term success depends on schools working collaboratively, sharing insight and supporting one another to strengthen the sector as a whole. As a Board member, I hope to support the existing AMCIS team in ensuring the organisation continues to grow and thrive, delivering relevant, practical support, training and networking opportunities for its members. I am particularly keen that AMCIS remains agile and responsive, recognising the pace of change within our environment and helping schools navigate it with confidence.”
- Email:
- [email protected]
Fane Henderson
Fane Henderson joined The Leys in 2022 as Director of Marketing and Admissions, having previously been Marketing and Communications Manager at Bedford Modern School from 2018 to 2022. Before moving into independent education, he spent a decade in the music industry in marketing-led roles, ranging from adult music education to international artist management. He studied Music at Oxford Brookes University and completed an MA in Music Management at the University of Sheffield. Since joining the sector, he has been an active member of AMCIS and a regular conference contributor.
By joining the AMCIS Board, Fane hopes to support collaboration, share practical insight and help the network respond confidently to a changing admissions and marketing landscape.
- Email:
- [email protected]
Helen Kingaby
Helen Kingaby is the Director of International Admissions at Queen's College, Taunton. With a focus on international admissions, her areas of expertise are:
- International recruitment
- Agent relations
- Recruitment strategy
- Email:
- [email protected]
- Website:
- www.queenscollege.org.uk
- LinkedIn:
- https://linkedin.com/in/helen-kingaby-515a54159/
Jordon-Lee Squibb
- Email:
- [email protected]
- Phone:
- 0208 682 8849
- Website:
- www.broomwood.com/
- LinkedIn:
- https://linkedin.com/in/jordonleesquibb/
Meet the Board
Volunteer board members from our member schools are experienced, values-driven leaders who bring strategic oversight, governance expertise, and a deep commitment to the independent school sector