Director - Future Students

Through membership of critical University committees and by less formal processes as appropriate, the Director will work closely with other senior management members. As a senior member of the University, the Director is also expected to contribute to the effective running of the University more broadly by active involvement in other activities and participation in relevant committees, including the Executive Group. The Director of Future Students will be a member of the Executive Group. The appointee will report and present operational performance as well as strategic matters, including results of key performance indicators set for student recruitment and marketing, to the Student Recruitment Committee of the University (but not limited to). The appointee may expect to have a close involvement with the Executive Group, the University’s Council and the University’s Board together with other committees, boards, working groups, etc, as assigned or elected.

**Job description**

1) Student Recruitment and Marketing Strategies
- Develop and maintain integrated student recruitment and marketing strategies, including digital marketing plans aligned with business objectives and brand expectations and relevant to the continuous evolution of the business, together with the Business Development and Liaison Unit.
- Ensure key brand and product propositions are appropriately communicated to both Future Students (Student Recruitment) and the Business Development and Liaison (Communication) teams to enable key messages to be accurately presented to the market.
- Maintain effective links to ensure coordinated marketing and branding of the University’s programs and to ensure University-wide policies in areas such as agent recruitment, performance monitoring and re-appointment are adhered to.
- Lead and oversee the network of recruitment agents both within Malaysia and internationally; ensure agents are well informed about programs and developments at the University; and drive the development of external stakeholder relations as required, e.g. other universities, agents, schools, government agencies, etc.
- Lead the Future Students (Student Recruitment) team to ensure the effective development and implementation of rolling 12-month multi-channel student recruitment and marketing plans that are integrated with sales and outreach activity plans.
- Lead annual reviews of the University’s products with post-mortem, SWOT, competitor analysis, customer insights, agreed product changes, pricing strategy, sales and marketing plans and delivery requirements.
- Provide customer and market intelligence while working collaboratively with the Director, Business Development and Liaison to support strategic initiatives in bringing the customer voice to new business development strategy.
- Conduct environmental scanning and recommend new and emerging product development opportunities.
- Contribute to effective student recruitment and marketing communication, coordination and collaboration across all internal customers (stakeholders).
- Lead and manage efficient internal systems and processes for education counselling functions in supporting student recruitment and admission.

2) Strategic Brand Management
- Implementation of the University’s Masterbrand strategy and decentralised brand platform across the Sarawak campus, in close liaison with Business Development and Liaison unit and consistent with the Main Campus and its brand identity, to ensure all stakeholders are able to faithfully represent the Swinburne brand in their communications and actions.
- Create and sustain clearly differentiated product and brand propositions that inform the University's messages to the market.
- Work with stakeholder groups across the institution to ensure that their business unit develops a clearly agreed messaging strategy and proposition which leverages the University’s brand.
- Recommend improvements to brand position through product or positioning actions and collation of brand awareness metrics, including an annual brand awareness survey.
- Manage consistent branding identity to facilitate building awareness and maintaining a credible market image as an employer

3) Marketing Services and Communication
- Lead the Future Students (Student Recruitment) teams to develop and implement marketing communication strategies and tools aligned with branding.
- Lead the Future Students (Student Recruitment) to develop outreach marketing communication strategies to engage with future students and other external stakeholders.
- Coordinate with Business Development and Liaison Unit to implement marketing and branding initiatives through various outreach communication activities, including public relations, media management, print publications, advertising, event management, visual communication, webbased communications, e-marketing, owned and earned social media and other digital and media platforms.
- Lead strategic plans of marketing outreach events