At the University of Warwick, education is seen not only as a passport to the future—but also a powerful tool for shaping the present. Through an innovative approach, this leading research university in Coventry, England, has created a culture where spirited thinkers are empowered to push boundaries in pursuit of impactful change.
Leading this transformation is Ajay Teli, the chief communications, marketing and content officer of the University of Warwick. Teli’s career path has been anything but conventional—shifting from the world of luxury marketing to higher education. Having worked across several luxury sectors, he deeply understands the power of storytelling and brand-building in fostering connection and community.
“Universities aren’t just places of learning, they are platforms for societal impact”
After more than two years with the university, Teli has seen firsthand its immense ambition and capacity to drive change. In his role, he draws on his past experience to help Warwick thrive—from fostering psychological safety in the workplace to shaping a cohesive brand and unified values.
Here, Teli shares with Vogue Singapore what brought him into the world of higher education and how his unique background has served his mission to transform the University of Warwick into an institution and brand that champions innovation and positive impact.
What drew you to the world of higher education, and how do you see its role evolving in society today?
My journey from the world of luxury into higher education has been one of purpose and transformation. After years of working with global brands, I was drawn to higher education as the next frontier of influence, a space where knowledge, identity, and opportunity intersect. Universities aren’t just places of learning, they are platforms for societal impact. Their role today is to be both anchor and catalyst: rooted in rigorous teaching and research, yet agile enough to respond to global challenges and cultural shifts.
How has your background in the luxury sector shaped the way you approach storytelling and brand building at the University of Warwick?
Working across premium and luxury sectors—fashion, real estate, travel and beyond—taught me the value of emotion, detail, and differentiation. In those worlds, a brand isn’t just a badge, it’s an experience, a feeling, a story that lives in people’s hearts. At the University of Warwick, I’ve brought that same mindset to higher education: crafting narratives that are both strategic and human. Whether it’s positioning our research, showcasing student journeys, or redefining our brand for new markets, I approach it all through the lens of storytelling that inspires connection and builds belief.
What are some of the unique opportunities that the University of Warwick offers to prospective students that they might not find elsewhere?
It’s Warwick’s 60th anniversary this year and we have come so far so quickly. Warwick is distinctive because it’s real. Students don’t just come here to study; they come to be shaped and stretched. We thrive on difference, foster ambition and prepare our students to be business-ready and globally aware. Through hands-on learning, strategic partnerships and a relentless focus on research-led teaching, we provide a launchpad for students to make real-world impact.
“Students don’t just come to the University of Warwick to study; they come to be shaped and stretched”
Can you share specific examples of how the University of Warwick is driving change beyond academia?
At the University of Warwick, our vibrant community is dedicated to pushing the boundaries of knowledge and innovation. Whether it’s leading scientific research or impactful social sciences, we strive to make a positive difference, to find solutions to real world challenges. For instance, The University of Warwick is currently leading a groundbreaking trial using AI for early detection of breast cancer. Working with Chiang Mai University, we have conducted research on how to better protect Thailand’s landscape, reducing forest fires and air pollution. In collaboration with the National University of Singapore (NUS) and Nanyang Technological University (NTU), the University of Warwick is also using theatre and heritage studies to explore the cultural, political, and economic impacts of China’s Belt and Road Initiative (BRI), the new ‘Silk Road.’
How do you personally lead your team and what values guide your leadership?
My approach to leadership is rooted in clarity, trust and purpose. At Warwick, we’ve moved from siloed ways of working to a space where ideas flow, people are empowered and there’s a shared sense of pride in what we’re building. I place a strong emphasis on psychological safety, creativity, and accountability as I believe that when people feel supported, they deliver their best. I champion a culture where feedback is valued, diverse perspectives are celebrated, and people are encouraged to lead from wherever they sit. Leadership, to me, is not about control, it’s about creating the conditions for excellence and belonging.
Universities aren’t often spoken of as ‘brands,’ but Warwick leans into that idea. What does thinking of a university as a brand unlock—and what can it achieve when done well?
Seeing a university as a brand unlocks coherence and confidence. A brand is about more than design, it’s about identity and consistency. When you align your values, your story and your impact, you become more than a place, you become a movement. At Warwick, brand isn’t just a communications tool, it’s a strategic asset. It helps us attract brilliant minds, forge global partnerships and create a distinctive space in a competitive world. When done well, a brand doesn’t limit, it liberates.
Finally, what do you think other universities can learn from the way the University of Warwick is evolving—and what do you personally hope to leave as your legacy?
The University of Warwick shows that transformation doesn’t mean losing your roots. We’re grounded in research and academic excellence, but we’re not afraid to be bold, creative, and fast-moving. Other universities can learn from our willingness to be both ambitious and accessible. As for legacy, I’d like to be remembered as someone who helped reframe the role of marketing in higher education, who told stories that mattered, and helped build a brand that inspired belief and belonging.
Photography Zantz Han
Styling Nicholas See
Grooming Sha Shamsi
Wardrobe (banner) Boss jacket, pants and sneakers; Loro Piana socks; top, stylist’s own
Find out more about the University of Warwick.
