With Mauve for 24 years, Annette Ord is responsible for steering the commercial dimensions of the business. Her primary focus is advancing organisational objectives, enhancing revenue, ensuring profitability, and fostering growth through transformative business initiatives.   

As Commercial Director, Annette aims to unify customer-facing departments, creating a strong, respectful commercial team that boosts company revenue while ensuring exceptional customer service and client retention.  

Annette has been key in developing innovative industry expansion strategies, significantly increasing Mauve’s market share. She has played a crucial role in penetrating the global education industry, leading to a 900% increase in education clients since 2012, including 7 out of 8 Ivy League institutions and 8 of the world’s top 20 universities (Times Higher Education World Rankings).  

Annette frequently attends international industry events such as the Pie Live and NACUBO; most recently, she shared her global expansion expertise in the keynote speech at the prestigious Universities UK International Global Mobility Conference 2024.  

Combining the knowledge learnt in previous roles as Global Sales Manager and Account Manager, Annette has honed her leadership, strategic design, negotiation, and people management skills, equipping her with an industry-leading toolkit to support the organisation’s goals.