Svitlana Barnes, Director, International Advertising, is based in Cambridge, UK as an independent sales consultant managing international advertising sales for Inside Higher Ed. She operates her own B2B marketing and sales consultancy, S Barnes Media, working with international magazine publishers and conference providers. Her previous international business development roles included sales of recruitment advertising at Science journal in Cambridge, UK and subscription, advertising and sponsorship sales at Lafferty Group, a financial research firm in London. She holds a professional diploma in marketing from the Chartered Institute of Marketing (CIM) in the UK. She is a great believer in “sales with a difference,” because whether you need to attract new customers or retain existing ones, you need to establish and build lasting relationships. Her past employment by the British Embassy in Ukraine led her to earning her M.A. in International Relations at the University of Kent at Canterbury. She graduated from Lviv University in Ukraine with B.A. in English Language & Literature. She speaks five languages and is currently learning to play the piano.