Head of Marketing, Student Recruitment, Admissions and Communications

Job Description

The Head of Marketing, Recruitment, Admissions and Communications (MRAC) is a senior member of the Executive Management Committee (EMC) and is responsible for leading the University's integrated student recruitment, admissions, marketing and communications functions in Malaysia. 

The role carries primary accountability for the achievement of student recruitment and revenue targets for Heriot-Watt University Malaysia, ensuring sustainable growth in student enrolment, market share and institutional reputation. The postholder will develop and execute market-led strategies that drive demand, maximise conversion, deliver exceptional applicant experiences and support the University's long-term strategic objectives. 

Leading a multidisciplinary team of more than 20 staff, the Head of MRAC will provide both strategic leadership and operational oversight across the full student recruitment lifecycle, encompassing market development, brand positioning, lead generation, admissions, conversion, enrolment and stakeholder engagement. 

Working closely with the Deputy Chief Operating Officer, Executive Management Committee, Heads of School and global MRAC colleagues, the postholder will identify new growth opportunities, strengthen the University's position in key markets and ensure the effective deployment of resources to deliver ambitious recruitment and revenue objectives. 

The role requires a commercially minded and results-oriented leader with the ability to combine strategic thinking, data-driven decision-making and operational excellence in a highly competitive higher education environment.

Key Duties and Responsibilities

1. Strategic Leadership and Growth

• Lead the development and execution of the University's student recruitment, enrolment and revenue growth strategy for Malaysia. 

• Deliver annual student recruitment and revenue targets through effective planning, execution and performance management. 

• Contribute as a member of the EMC to the development and implementation of campus-wide strategic priorities. 

• Identify emerging market opportunities, competitive threats and sector trends to inform strategic decision-making and business planning. 

1. Recruitment and Admissions

• Provide executive leadership for all student recruitment and admissions activities, ensuring sustainable growth in enrolment across level of studies.

• Drive continuous improvement in conversion performance across the student journey from enquiry through enrolment. 

• Develop and strengthen recruitment channels, including schools, colleges, agents, industry partners, sponsors, government stakeholders and digital platforms.

• Ensure admissions services operate efficiently and effectively, delivering an outstanding applicant experience and supporting enrolment objectives. 

1. Marketing and Brand Management

• Lead the development and delivery of integrated marketing strategies and campaigns that enhance brand awareness, reputation and market positioning. 

• Ensure that marketing investments are data-driven, measurable and aligned to recruitment and revenue objectives. 

• Drive the adoption of digital marketing, CRM capabilities and marketing analytics to improve recruitment effectiveness and return on investment. 

1. Communications and External Relations

• Lead all internal and external communications and public relations activities to strengthen the University's profile and reputation among key stakeholder groups. 

• Build and maintain effective relationships with government agencies, regulators, industry leaders, professional bodies, media organisations and strategic partners. 

• Oversee the planning and delivery of major institutional events, corporate engagements and VIP visits. 

1. Leadership and Performance Management

• Lead, motivate and develop a multidisciplinary team of more than 20 staff across recruitment, admissions, marketing and communications functions. 

• Foster a high-performance culture characterised by accountability, collaboration, innovation and continuous improvement. 

• Establish clear performance measures, monitor outcomes and implement corrective actions where required to ensure targets are achieved. 

• Manage departmental resources and budgets effectively to maximise impact, efficiency and return on investment.

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All HWUM staff endeavours will embody our shared values of: Inspire, Collaborate, Belong, and Celebrate. 

Please note that this job description is not exhaustive, and the role holder may be required to undertake other relevant duties commensurate with the grading of the post and its general responsibilities. Activities may be subject to amendment over time as the role develops and/or priorities and requirements evolve.