Building Trust, Driving Impact: Summer Discovery’s CMO on Elevating Pre-College Experiences
Julia Geffner is Chief Marketing and Admissions Officer at Summer Discovery, the global leader in pre-college academic enrichment. With deep expertise in brand building, digital strategy, and enrollment marketing, Julia leads the company’s efforts to deliver high-impact, student-centered experiences that bridge academic preparation and real-world learning. She has been instrumental in expanding Summer Discovery’s global presence through initiatives like the award-nominated Real Madrid Global Sports Management program and the strategic acquisition of Oxford Summer Courses. Julia is passionate about using marketing as a tool to connect families with meaningful educational opportunities and to shape the future of experiential learning.
1. Tell us about your company and the problem it solves, or its benefit to learners or educators.
Summer Discovery is the leader in pre-college enrichment, with nearly 60 years of experience helping students unlock their potential through academically rigorous, hands-on academic enrichment programs. We partner with top-tier universities around the world to deliver curated, real-world learning experiences that prepare high school students for college and beyond. Our programs fill the gap between traditional education and what students truly need: confidence, clarity, collaboration skills, and exposure to real career paths. Our Real Madrid Global Sports Management program, for example, gives students unprecedented access to one of the world’s top sports organizations—blending classroom learning with hands-on business insight. That program is just one example of how we help students lead, not just learn.
2. Tell us about your area of expertise and how your knowledge or work enhances the field or the edtech industry.
As a marketing leader in education, I specialize in bridging legacy trust with modern expectations—something that’s especially critical in a field that touches both hearts and futures. At Summer Discovery, we’ve updated our entire brand and digital engagement strategy to reflect how students and parents discover and choose programs today. That includes leveraging data to tailor messaging, using storytelling to highlight real student outcomes, and introducing more sophisticated digital tools across the enrollment journey. Since acquiring Oxford Summer Courses in 2024, we’ve also expanded our global reach and academic footprint, bringing elite international experiences into our fold. This work doesn’t just support our brand—it sets a higher bar for what quality and transparency look like in EdTech marketing.
3. Explain a problem in running an edtech company or selling products or providing service in the space that is related to the work you do.
One challenge is how quickly expectations shift. Students are increasingly tech-savvy and outcomes-driven; parents are cautious and value-conscious; universities are selective, looking for true partners who deliver high-quality safe experiences to ensure high school students are prepared for college life and beyond. In this climate, standing out requires more than strong academics—it requires an experience that is measurable, memorable, and aligned with long-term goals. From a marketing lens, that means cutting through noise, earning trust, and articulating not just what we offer—but why it matters.
4. What are 3-5 specific tips to solving that problem?
- Lead with impact. Showcase student stories, program outcomes, and tangible benefits—not just logistics. Our Real Madrid program succeeded because it offered proof of concept, not just prestige.
- Design for dual audiences. Gen Z wants relevance and community; parents want reassurance and ROI. Your messaging must work for both.
- Invest in meaningful partnerships. Our collaboration with Real Madrid Graduate School and acquisition of Oxford Summer Courses reflect a commitment to excellence and scale.
- Keep evolving. We’ve redesigned our digital experience, enrollment flows, and communications tools based on ongoing user feedback.
- Know what you stand for. We’re proud to have nearly six decades of trust, but we’re also relentless about progress. That blend is what keeps us ahead.
5. What other advice do you have for professionals working in edtech?
Stay connected to your audience. Trends will shift, platforms will change, but if you understand what your students and families value, you’ll stay relevant. Be transparent about outcomes—students don’t just want to be inspired, they want to be equipped. Finally, collaboration is key. Whether you’re a startup or a legacy brand, your greatest wins will come when educators, technologists, marketers, and students work together to shape what’s next.
