College Counselling

Martine Gagnon (Director of College Counselling (UK))

Martine Gagnon has been with UES Education for over a decade and has nearly twenty years’ experience in education as a college counsellor, tutor, teacher, and university lecturer. A sought-after speaker at international conferences on college counselling, she is recognised for her expertise in guiding students to success in competitive university admissions worldwide.

Passionate about educational access, Martine volunteers as an advisor for the Sutton Trust and Second Chance, supporting high-achieving students from underrepresented backgrounds. She is known for helping students not only navigate the practicalities of applications—building balanced college lists, crafting compelling essays, and researching financial aid—but also for fostering confidence, organisation, and self-belief throughout the process.

Her love of research and adventure has taken her to more than 150 universities across Europe, the US, and Canada, enabling her to recommend truly best-fit institutions. Formerly the in-house International Universities Advisor at Wetherby Senior School and Charterhouse School, she oversaw more than 100 international applications each year.

While her academic roots are in Languages and the Humanities, Martine’s interdisciplinary approach has successfully guided students into fields as diverse as Engineering, Economics, the Arts, and Translation, as well as mentoring graduates in Masters, MBA, and PhD applications. Originally from Montreal, Canada, she studied at the University of Toronto and taught at University College London and La Sorbonne in Paris. Her career has taken her across three continents and three languages—all in pursuit of helping students realise their academic ambitions.

Aida Rocci Ruiz

Aida Rocci has been guiding students through the university application process since 2019, working as a college counsellor, essay specialist, and tutor with UES. Originally from Spain, Aida brings first-hand insight into the complexities of international admissions, which fuels her commitment to supporting students from diverse global backgrounds.

With her education in Psychology from Harvard University (Magna Cum Laude, Highest Honors), counselling techniques from UC Irvine, and advanced degrees in Dramaturgy from Harvard and the Royal Central School of Speech and Drama, Aida offers a uniquely holistic and creative approach to university counselling. Her students develop strong organisational and decision-making skills, and learn how to communicate their authentic voice through compelling personal statements and essays.

Aida works with both undergraduate applicants and transfer students applying to universities in the US, UK, Canada, and Europe, while providing counselling and essay support to schools such as Oundle, Oakham, Downe House, UCS and Habs. She currently serves as the International University Advisor of Wetherby Senior School. Her students have gone to attend institutions like Princeton, UCBerkeley, Duke, and Bocconi.

Aida's broad academic and professional background—as a former Harvard teaching assistant, professional theatre director, and dramaturg—makes her particularly effective in mentoring students with interests in the arts, humanities, business, and interdisciplinary fields. She specialises in helping students articulate their passions, refine their voice, and craft standout applications for competitive global universities.

Seema Wadhwani

Seema specializes in helping international students and their families understand and tackle the often overwhelming US college application process. She is also well versed in helping students navigate the process of playing tennis at competitive universities. She graduated magna cum laude from Cornell University where she double majored in Economics and Psychology and minored in Law and Society. Growing up playing competitive tennis in Florida, Seema also played for the varsity women’s tennis team at Cornell.

Seema is viewed as a trusted resource by both her students and their parents which helps reduce the stress intrinsic to the US application process. Dedicated and organized, Seema uses a personalized approach to explore each student’s passions and goals. She is invested in each student’s journey and is determined to help them find a university that is the right fit for them. She has helped her students gain admission to their dream schools including Yale, Cornell, University of Chicago, Georgetown, Tulane, and UCLA.

When she’s not counseling students, Seema loves working out, trying new restaurants and recipes, traveling and all things about tennis.

Holly Smith

Holly joined UES Education in 2025 from an extensive background of roles within higher education over 16 years, including university admissions and recruitment, marketing and event management, scholarship and partnerships, and guidance counselling. A highly experienced and well regarded speaker at international conferences, high schools, and other events across the world, Holly is passionate about supporting students, their families, and those who guide students on their education journey.

Holly is the Director of Strategic Partnerships, and alongside supporting students finding their best fit university, she is our key contact for high schools and other organisations for college counselling events and connections with universities across the world.

Through her sense of adventure, love of travel, and always increasing her higher education guidance knowledge, Holly has travelled to over 50 countries, visited over 50 international university campuses, and over 100 international schools.

A former musical theatre kid, and through her continued appreciation of the performing arts, Holly enjoys seeing West End shows and other productions in her spare time, and encouraging her young daughters to explore their own varied interests.

Jason Smith

Jason is the founder of UES and has 12+ years' experience of working with students to help them gain admission to US colleges. As well as overseeing partnerships between UES and schools across the world, he has previously worked with schools to set up successful US university provision. He now oversees international growth for UES and the wider Guidewell group. He regularly speaks for organisations such as the International Association for College Admission Counseling, and at top schools globally. Jason has developed a deep understanding of the many facets to a successful US college application and this is borne out by his students going on to study at such universities as Harvard, Duke, Notre Dame, UT Austin, and many more.

Jason has a First-Class Master's degree and a PhD in Applied Mathematics from the University of Nottingham. After graduating he carried out postdoctoral research in academia followed by nuclear research in industry and the European Commission. Outside of work, Jason is an ex-international competitor in Taekwondo, a keen skier, and a seasoned traveller.

Sarah Azamtu (Essay Specialist)

Sarah has over seven years of experience mentoring students in crafting compelling narratives for their university applications. She specialises in personal statements, EPQs, International Baccalaureate extended essays, and US college essays, helping students articulate their passions and intellectual curiosity. Though adept at guiding STEM applicants - particularly in translating technical projects into engaging essays - her approach is rooted in universal storytelling principles, helping students of all interests from the arts to the sciences.

With a First Class Masters in Aerospace Engineering from the University of Bristol, Sarah has worked at the forefront of cutting-edge innovation, from Formula 1 R&D to hydrogen-powered aircraft and next-generation electric vehicle systems. Sarah regularly mentors undergraduates and recent graduates and is a great advocate for student potential. This experience informs her pragmatic approach to essay coaching: she teaches students to translate achievements into engaging stories, emphasising problem-solving, originality, and personality.

Sarah spends most of her time in Edinburgh now, escaping to the Scottish highlands when she can to bag a Munro and even ice climb if weather permits.

Loni Reynolds (Essay Specialist)

Loni grew up in Virginia, USA, and attended the University of Virginia, where she majored in English and Psychology. Her love of English led her to pursue a MA and PhD in Literature in the UK.

After completing her thesis on American Literature and publishing in scholarly journals and an academic book, Loni taught at University of Roehampton, tutored privately, and began working as Associate Editor of Culture and Dialogue. She also worked as an essay tutor both privately and in top UK schools like Charterhouse and Tonbridge, and is a member of International ACAC. Loni also enjoys creative writing and has published short stories and poetry.

Her knowledge of the US university system, as well as her first-hand experience of both British and American culture—combined with her expertise in the US college essay writing process—inform her work as an essay specialist. She enjoys sharing her love of writing and narrative with students, and encouraging them to use their writing as a space to express themselves, take ownership of their stories, and share them in a powerful way.

In her spare time, Loni reads and/or writes for fun most days, enjoys distance running, the outdoors, and the arts.