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Having previously worked in the private sector, Genia joined UCAS in 2013, initially focusing on marketing and managing charity communications and campaigns. She later transitioned into product management, where she developed strategic roadmaps for the Discover portfolio to ensure UCAS offers relevant products and features for students navigating their future decisions.

Genia has a passion for supporting students and their individual needs, driven by a commitment to helping everyone reach their potential. In March 2023, she became the Director of Information, Advice, and Guidance. In this role, she leads marketing, events, partnerships, and early careers initiatives.