Job Description

:The CRM and Data Analyst will report to the Prospect Experience Manager and have a dotted line to the Regional CRM and Performance Reporting Manager.This role will work within a cross-functional team to shape and deliver effective communication strategies and plans to support the strategic objectives of our Marketing, Recruitment, Admissions and Communications (MRAC) teams. As part of a Global University, the incumbent would be expected to work collaboratively across teams in other campuses.From engaging and exciting prospective students, to maximising the conversion through the intelligent application of our data, the role holder will act as a channel owner for CRM activities across the University along with the presentation of data across the student journey to support decision making.The role will be based at the University\'s campus in Putrajaya, the administrative capital of Malaysia.Key Duties and Responsibilities * Ongoing maintenance and optimisation of CRM functions, eg. systems integration, system configuration and customisation, adjusting workflows, create data dashboards, etc.

• Champion CRM as a channel owner, driving forward to maximise its use across the student recruitment journey to drive engagement and conversion.
• Planning and implementation of CRM communication plans at university, school and subject level.
• Manage CRM marketing automation, integration and maintenance of ESP applications (Email Service Providers).
• Manage leads collection process and bulk data management.
• Create and maintain business process documentation and consider compliance in all business process analysis and redesign activities of CRM.
• Manage automation and integration of CRM with other platform related to marketing and student recruitment.
• Determine student recruitment trends and patterns from organising and analysing the student recruitment related data.
• Evaluate student recruitment performance metrics to identify areas to increase efficiency of student recruitment strategies and initiatives.
• Develop student recruitment forecasts and predictive models based on historical data and market trends to anticipate future student recruitment performance and support strategies planning.
• Create periodical reports to inform student recruitment metrics and present actionable information and insights to the department and management.
• Provide analysis of data set in visually engaging formats, such as charts, graphs, and interactive dashboards, to influence and contribute to decision making and thinking.
• Collaborate with the student recruitment team and other departments to provide data-driven insights and recommendations for optimising student recruitment strategies, programmes & tuition fees offering and prospective student segmentation.
• Support and provide accurate figures working with other teams within the university in determining Cost of Acquisition and all other related projects to ensure effective discharge of MRAC strategies.
• Monitor and audit data quality to ensure the accuracy, completeness, and integrity of student recruitment data.
• Be involved in recruitment activities to promote the university in education fairs, roadshows, Open Days and any other promotional activity for the university.
• Any other tasks deemed relevant in assisting the admissions & recruitment processes.

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.Person SpecificationEducation & QualificationsEssential:

• Diploma/ Degree (or equivalent qualification)

Desirable:

• Degree in Information Systems, Data Science, Statistic, Digital Marketing, Market research, Business or related field.

ExperienceEssential:

• Competent in the use of relevant IT packages, and CRM specific packages such as Salesforce, MS Dynamics, etc
• Experience and understanding of data analysis and evaluation to meet business needs.

Desirable:

• Experience of working in Higher Education sector.

Competencies, Skills & KnowledgeEssential

• Ability to research, analyse and present complex information effectively with good attention to detail.
• High level organisational skills with the ability to prioritise major developments and to function effectively in a pressured environment.
• Adequate written and verbal communication skills.
• Ability to work effectively both independently and as part of a team.
• High proficiency to use Microsoft Excel as a tool for data analysis
• Proficient in data visualization tool such as Microsoft Power BI

Desirable

• Project Management in CRM campaigns and delivery, e.g. customer experience, data quality, audience creation, reporting, etc.
• Interpret, prepare, analyse and deliver reports to senior management and colleagues.
• Providing detailed explanations of systems, procedure or technical information both verbally and in writing.

Special Factors (if applicable)

• Enjoys being part of a start-up campus, developing the role as the campus grows, and willing to take a \'hands on\' approach from the outset.

Essential Criteria - these are attributes without which a candidate would not be able to undertake the full remit of the role. Applicants who do not clearly demonstrate in their application that they possess the essential requirements will normally be eliminated at the short listing stage.Desirable Criteria - these are attributes which would be useful for the candidate to hold. When shortlisting, these criteria will be considered when more than one applicant meets the essential criteria.Application ProcessApplications should be submitted to Careers system.Applications must be submitted by 4 August 2024. If you are not contacted by the selection committee by 15 August 2024 then please assume that on this occasion your application has been unsuccessful.The University is committed to equality of opportunity.

Heriot-Watt University