Lily Van
Digital Automation Manager, UP Education
Bachelor of Business in Marketing, Advertising, Retailing and Sales with a minor in Design
As the digital automation manager at UP Education, Lily Van enjoys leading the automation strategy across 20 education brands in New Zealand and Australia.
“My focus is on optimising email, SMS and website journeys to boost engagement, nurture leads and drive enrolments. I design end-to-end lifecycle workflows, analyse performance data and collaborate cross-functionally to ensure automation initiatives align with broader business goals. Website optimisation is also a key part of my role, ensuring user experience and conversion performance are continually improved.
“What I enjoy most is the scale and variety of the work – managing automation and website optimisation across more than 20 education provider brands means that no two days are the same. Each brand has its own audience, goals and challenges, which pushes me to stay agile, creative and strategic. I love seeing the real impact of the work, whether it's improving conversion rates, streamlining the student journey or supporting teams to do more with less through automation. It's rewarding to know that my work contributes directly to helping students make informed decisions about their education.”
Memories of AUT
Lily says she has always been passionate about connecting with people and understanding what drives their decisions; a passion that led her to marketing and saw her enrol in AUT’s Bachelor of Business.
“I transferred to AUT from Vietnam National University, Ho Chi Minh City. I picked AUT because of its strong reputation for hands-on learning, its industry connections and the modern, innovative approach to education. It felt like the right place to grow my skillset for the real world. One of the biggest highlights was definitely the workplace experience in my final year. I was a marketing assistant intern for AUT International, where I started to gain experience in the international education industry. It gave me the opportunity to work with a real company and apply everything I’d learnt in a practical setting.
“I also really enjoyed the collaborative projects throughout the degree – it was a great way to meet new people, learn to work in teams and build confidence. Another standout was the multicultural and supportive environment, which made coming to uni something I genuinely looked forward to. During my final year, I also completed my level 7 research project with a successful new product launch campaign proposal; Edible Straws. My team received first place for the best overall product among all marketing students in 2019. The project culminated in a formal presentation at the marketing department’s end-of-semester event, which was attended by academic staff, peers and industry guests.”
There was one AUT staff member who had a particular impact on Lily.
“Shelley Gane, who was leading the international marketing in 2020, played a key role during my internship at AUT International. As my mentor and supervisor, she provided invaluable guidance; not just for the project I was working on, but also in helping me navigate professional environments. Our one-on-one meetings were especially impactful. She helped me clarify my career direction, build confidence and develop problem-solving skills that I still carry with me today.”
Advice for other students
Lily, who completed her degree in 2020, has some great advice for other students.
“Make the most of every opportunity AUT offers; whether it's internships, group projects, guest speakers or networking events. The practical experience you gain through these is just as valuable as what you learn in lectures.”
Don’t be afraid to get outside of your comfort zone, she adds.
“Ask questions, reach out to mentors and try new things – it’s often outside your comfort zone where the real growth happens. And, lastly, back yourself. The skills you develop at AUT will prepare you well for the real world, so trust that you’re capable and ready.”
