Photo credit: Ben Kuhlmann
To kick off the series, we are delighted to feature Prof. Dr. Simone Roth from Ruhr West University of Applied Sciences (HRW). Simone plays a pivotal role in weaving the human fabric of our alliance through internal networking and community building.
🌍 Prof. Dr. Simone Roth – Rurh West University of Applied Sciences
Role: Executive Director for CHARM-EU at Ruhr West University of Applied Sciences (HRW) & Co-Lead for Internal Networking.
Could you introduce yourself?
My name is Prof. Dr. Simone Roth. I am Executive Director for CHARM-EU at Ruhr West University of Applied Sciences (HRW), a role I have held for almost 4 years and currently share with a colleague. I also co-lead the work on internal networking and community building within the alliance, where we focus on connecting people, ideas, and institutional practices across Europe. Beyond my work in CHARM-EU, I am Professor of Marketing at HRW, teaching modules such as International Marketing, Consumer Behavior, Social Media Marketing, and Digital Leadership. My research focuses on brand leadership, social robots, and community building.
How did you first get involved with CHARM-EU?
I became involved through my role in internationalization, where I have long been committed to opening up meaningful international learning opportunities for students.
“CHARM-EU offered a unique opportunity to make Europe tangible in everyday university life – going beyond mobility towards real collaboration.”
At the same time, I was motivated by the chance to grow professionally by working with colleagues across European Institutions who approach teaching, research, and organization differently.
What is your main role within CHARM-EU? Why is it meaningful to you?
My main focus is on building internal networks and sustainable communities across diverse stakeholder groups—including academic staff, professional services, and students. Together with colleagues, we have piloted a series of networking formats and developed a methodology that supports collaboration across institutional boundaries. This work is meaningful because it contributes to shaping a truly international, inclusive, and intercultural campus—where CHARM-EU is not just a project, but increasingly embedded in everyday practice at our university.
Can you share a moment that represents what CHARM-EU means to you?
A defining moment for me has been the CHARM-EU Annual Conferences—they make our work vibrant and tangible. Let me pick the example of the Annual Conference at ELTE in 2024. The campus was filled with workshops, performances, and conversations in different languages. Students and staff actively contributed, and you could genuinely feel the diversity, openness, and shared purpose. It made visible what we often describe conceptually:
“Collaboration across cultures is not only possible, but enriching and energizing.”
Each year has a different thematic focus, but what remains constant is that these conferences bring together the people active in the alliance and foster a shared spirit.
How has CHARM-EU influenced your development?
CHARM-EU has expanded my perspective significantly, especially regarding governance and the European dimension of higher education. This is evident both within the CHARM-EU alliance itself—for example through my involvement in governance structures addressing strategic questions across the nine partner universities—and beyond, in engaging with other alliances and the broader policy context. For example, being part of the European Universities Coordinators’ working retreat in Brussels in April 2026 highlighted how strongly the European Commission sees alliances as drivers of transformation. This experience deepened my understanding of how institutional collaboration, policy, and long-term strategy are interconnected.
Where do you see CHARM-EU heading?
I see CHARM-EU moving towards a stage where collaboration becomes self-sustaining. Once networks and communities are established across roles, disciplines, and institutions, they continue beyond project structures.
“The long-term value lies in these connections, making collaboration more seamless for students and staff, and embedding European cooperation into everyday academic life.”
One word or phrase to describe CHARM-EU—and why?
“Living collaboration through connectivity.”
Because CHARM-EU is not just about structures or programs, it is about people actively shaping connections, learning from each other, and building something that continues to evolve.
