Born from a highly successful professional partnership, Magnetic brings together the expert strengths of an experienced and seasoned strategic marketing director with the executional brilliance of a digital-native communications specialist.
Our team works with a network of professionals and special advisors in related fields.
Our Team
Michael Kewley has over 25 years experience working in the marketing and communications arena. A graduate of the University of Oxford, Michael spent the first 17 years of his career at Procter & Gamble, where he became Senior Brand Director on a large global electrical appliances business after working across multiple categories spanning food and beverages, fabric and homecare and beauty and health. Michael was also an internal trainer and consultant at P&G, developing new marketing talents and advising brand teams on their marketing strategies and execution. Recruited in 2015 by the International School of Geneva – the world’s oldest international school – to set up and lead the marketing function, Michael spent 8 years step-changing the school’s approach to marketing, communications and admissions, and leading on internal and external communications, including the Covid-19 pandemic, as well as running the Extra-curricular Activities and holiday camps programme. A British and French dual national, Michael is fully bilingual in English and French.
Tania Gentet Ganose is a digital marketing expert, who has worked for several Geneva-based NGOs and spent the majority of her career to date at the International School of Geneva, where she was Head of Marketing. Tania delivered a ten-fold increase in social media audience, with engagement rates well in advance of industry benchmarks, and led the development of over 70 promotional videos for the school and its other business lines: holiday camps, extra-curricular activities, adult education institute and performing arts venue. With an academic background in English (BA) and History (MA) from the University of Geneva, and mother-tongue English, Spanish and French, Tania has a flair for language that leads to outstanding copywriting whether for long-form articles, web content, film scripts or social media.
With their complementary profiles – like the north and south poles of a magnet – the Magnetic team provides the perfect duo to support you with your marketing and communications challenges, from strategic to executional. With an established network of freelance partners to help with translation, copywriting, project management and audio-visual content production, Magnetic is an agile and flexible boutique agency which prides itself on bringing a personalized service, an obsessive attention to detail and cost-effective proposals to help you attract customers and win in the market.
Our Special Advisors
Professor Dr Karen Taylor is currently Head of Educational Research for The Bridge, the centre for Teaching, Learning and Research of Wellington College, UK, and is an Associate Professor in Practice at Durham University’s School of Education. Prior to that, Karen served for nine years as Director of Education and of the Institute of Learning and Teaching at the International School of Geneva, following roles at TASIS (Lugano), Georgetown University, Sidwell Friends School and the Smithsonian Institution, all in Washington, DC. An accomplished author and editor of multiple books, academic papers and research journals, Karen has over 25 years of experience in academic research, teaching, curriculum development, teacher training, strategic planning, research-informed practice, and school accreditation, having both led and participated in accreditation processes in multiple schools around the world for various accrediting bodies.
Karen acts as a special advisor to Magnetic Communications in areas related to accreditation, pedagogy, curriculum development, neurodiversity, multilingualism, school leadership and leadership development.
Vicky Tuck has extensive experience of school leadership and governance in national and international contexts.
Currently the Chair of Trustees of the Girls’ Day School Trust in the UK, Vicky was formerly Chair of the Governing Body of the prestigious Charterhouse School.
Until 2017 Vicky served a six year mandate as Director General of the International School of Geneva, the world’s oldest international school and, with 4500 students, one of its largest. Prior to this Vicky was Principal of major UK independent school Cheltenham Ladies’ College from 1996 to 2011. She was President of the Girls’ Schools Association in 2008 and Vice Chair of the Independent Schools Council, chairing its Education Committee prior to her departure to Switzerland.
Earlier in her career, Vicky worked at the Institute of Education, now part of UCL, training modern languages teachers. Having been a modern languages teacher for many years, Vicky speaks fluent French, respectable Italian and hesitant Spanish.
Alongside her responsibilities at the GDST, Vicky continues to work as an independent consultant, helping schools in numerous areas including leadership, safeguarding, pastoral care, assessment and evaluation of Heads of School and leadership appointments.
David Woods has led schools in Switzerland, the UK and Singapore and has experience in both independent and state sectors. He currently works as an independent investigator for schools and academy groups.
After senior leadership posts at schools in the UK David moved to Singapore in 2004 to lead the Senior School of Tanglin Trust School, a leading British school in South East Asia. In 2010 he moved to Geneva and was Campus Principal of one of the three sites of the International School of Geneva. While there David developed a strong commitment to the IB programmes and took this to his final headship at Hockerill Anglo European College in the UK in 2020. Hockerill is a state day and boarding school that teaches the International Baccalaureate MYP and Diploma Programmes.
During his career David developed a broad understanding of the multi-faceted demands of school leadership, inspection frameworks and accreditation systems across a range of contexts. David brings this experience to his role as an independent investigator where his knowledge of schools and school systems provides insight and credibility for all parties in complaint, grievance and disciplinary situations. David also sits on board complaints hearing panels as the independent member, again bringing the benefit of an external, impartial perspective.
David has always had an interest in developing school leaders and works as an accredited coach with aspiring and serving leaders. A former headteacher can be an invaluable sounding board for school leaders working through challenges and David has helped many leaders find the solution that will work for them in their context.