Heather McAvan
Founder and Director @Mrs Mactivity
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WORK HISTORY
Founder and Director @Mrs Mactivity
Bingley, GB
I launched Mrs Mactivity in 2017 with one aim: to make life easier for teachers by giving them resources that actually work in the classroom. As a former teacher myself, I’ve always been passionate about helping others deliver strong lessons without unnecessary stress.Over the years, I’ve grown the business from a simple idea into a platform with more than members. I now oversee strategy, product direction and growth, working closely with a brilliant team who create our resources and schemes of work.Entrepreneurially, I’ve always been good at spotting gaps in the market and responding quickly — understanding what teachers need, what schools notice, and where we can genuinely make a difference.
EDUCATION
University of Leeds
Psychology BSc (Hons), Computer-based learning methodology
Durham University
Natural Sciences
University of Leicester
Primary PGCE with Ed Psych, Education
ABOUT HEATHER MCAVAN
I help education and edtech businesses grow in UK schools through clear marketing, strong positioning, and a proper understanding of what teachers and school leaders actually care about.I’m an experienced teacher and education entrepreneur with over 20 years’ experience across teaching, edtech and educational publishing. I’ve worked in inner-city schools, taught overseas, led international marketing, and founded successful education businesses.My early career included five years as Chief Marketing Officer at Twinkl, where I helped shape the brand, marketing strategy, and school growth during its transition from a small start-up to a global education company. I also worked as a non-executive director for Kapow Primary as a marketing specialist, supporting its positioning and growth into a well-recognised provider of schemes of work.Since then, I’ve focused on building and supporting organisations that genuinely help teachers and grow sustainably in schools.I founded Mrs Mactivity in 2017 and have grown it into a platform with over members, using data-led marketing, teacher insight, and constant refinement of the offer.I also founded Time for Phonics in 2021, a DfE-validated and award-winning phonics programme. It was acquired by Discovery Education in 2024.Across everything I do, my focus is on helping education businesses understand how their product and messaging land in the real world, and what needs tightening to increase interest, uptake, and long-term growth in schools.If you’d like to connect or explore opportunities, feel free to get in touch.
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