Job Description

:From market strategy to hands on delivery of campaigns and high profile events, the Regional Director, Marketing, Recruitment, Admissions and Communications is expected to lead the following teams:

• Marketing and Campaigns
• PR & communications
• Student recruitment
• Admissions

to enhance our brand and reputation and bring about a marked difference to recruitment to our campus and the wider global university.A member of the executive management team (EMC) at the campus, he/she is responsible for the development and successful delivery of the campus strategy for marketing and communications, to deliver the ambitious student recruitment targets for the region, working in close partnership with the SLT and Associate Heads of Schools. They will also have a strong functional link to the Directors of Marketing and Communications and Student Recruitment based in the UK.The role requires an individual capable of both strategic market analysis, planning and hands on delivery. They will develop the strategy to deliver brand-led marketing campaigns that raise the profile of the campus offer, drive enquiries and generate applications that convert into students. This will include digital campaigns and recruitment through building strong links with schools, colleges and Government Ministries. Channels to market include our established network of international agents, a strong network of industrial partners and recruitment events.This role will also lead the student recruitment success in and from the region - primarily to our Malaysia campus but also to our other Global campuses in the UK and Dubai, enhance the reputation and brand of Heriot-Watt University in the wider region through the effective management of the media/social media and the delivery of high impact corporate events and VIP visits.A key part of the role involves the building of very effective working relationships with academic and professional support colleagues in Malaysia and the wider Heriot-Watt University global team so as to harness them as ambassadors of the university brand, positive education and strong supporters of student recruitment activities, leveraging on our alumni community.Key Duties and Responsibilities * To lead the University\'s marketing, communications and student recruitment strategy in Malaysia and for the broader SEA region, reporting directly to the Chief Operating Officer to position the university and deliver the ambitious student recruitment targets

• This role works as a team with the global Marketing, Recruitment, Admissions and Communications (MRAC) teams. The role holder will work closely with the Global Chief Operating Officer, Global Directors of Marketing, Director of Communications based in the UK, Dubai and our Regional Offices in India and China.
• To provide clear, effective and timely market research taking into consideration the environment, market trends, academic portfolio and management information, with analysis and recommendations to shape the business plan and inform decision making to the Executive Management Committee and a range of stakeholders including Heads and Associate Heads of School.
• To lead and manage the operational teams who will be the ambassadors for positive education, to deliver highly effective and brand-led marketing communication campaigns which raise awareness of our brand and drive enquiries and applications to the Malaysia campus and our international campuses, from the SEA region.
• To lead the operational teams to deliver highly effective operations, effectively utilising the budget, working in close collaboration with our global teams across the world.
• To develop, deliver and evaluate demonstrably effective communication campaigns and plans targeted at key audiences and stakeholders that fully utilise digital channels and techniques and the media to tell the compelling story of our University and its academic achievements.
• To take the lead in campus and wider external and internal communications to a range of internal and external stakeholders, enhancing our brand and reputation and ensuring that our staff and students are informed about our successes and are actively contributing to our marketing, communication and recruitment activities.
• To lead engagement with VIP visitors, including industry to the campus and their organisations and ensure the delivery of high impact corporate events which enhance our reputation and brand. This will be achieved in collaboration with the senior management team and academic colleagues.
• To develop and maintain excellent working relationships with media contacts and communication professionals in key external organisations, such as the MOHE, MQA, British High Commission etc., which deliver tangible advantage and benefits to the university.
• Effective annual planning and budgeting with clear track record on working within budgets to deliver innovative plans. Develop and present detailed budgets that increase the impact of University recruitment activities while driving recruitment cost per student down.
• Exercising influence upon policy development and application, interpreting policy implications that impact upon the MRAC operations and future student recruitment.
• Keep abreast of developments in the education industry, anticipate and plan for impact and explore potential opportunities including new markets.
• Role holder is a member of the Executive Management Committee of the Campus, responsible to develop the vision and strategy of the campus, aligned with the global university\'s strategy, driving direction and delivering long term outcomes for the campus.

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:

• Must have a degree - preferably in marketing, communications, business, administration or relevant professional qualifications.

ExperienceEssential:

• Experience in a similar role, leading dynamic teams in a student recruitment environment or other industry will be considered.
• Significant experience of developing marketing, sales and communications strategy within a global organisation.
• Significant experience of market research to inform strategy, leading to successful target achievement.
• Experience in managing press and PR
• Effective communicator across a wide variety of stakeholders

Competencies, Skills & KnowledgeEssential:

• Strategic outlook and able to contribute to the delivery of the University Strategy, drawing upon and sharing knowledge gained through engagement and close relationships with colleagues to inform and influence decisions.
• Demonstrable and well-developed inter-personal skills.
• Excellent written and verbal communication skills, at a professional level suitable for dealing with complex enquiries.
• Excellent organization and interpersonal skills, proven track record in building relationships with clients and supplies.
• Able to manage self and lead others, providing line management direction, support, mentoring and coaching.
• Be flexible, proactive, detail-oriented and motivated.
• Must be able to thrive in high pressure situations and with tight deadlines.
• Able to present a professional image with a broad range of people from applicants and their influencers to senior managers and stakeholders

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 ProcessDue to Malaysian Immigration restrictions, we regret to inform that this position is only open to citizens or permanent residents of Malaysia.Applications should be submitted to Career Website.Applications must be submitted by 19 April 2024. If you are not contacted by the selection committee by 30 April 2024 then please assume that on this occasion your application has been unsuccessful.The University is committed to equality of opportunity.

Heriot-Watt University