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International Marketing & Conversion Officer
Role Description
Grade & Salary:
Grade 4, £25,023 - £29,847 per annum
Campus Location: Sighthill
Line Manager:
International Marketing Manager
Line Management N/A
Responsibility for:
Role Summary:
The primary focus of the International Operations Directorate is to support
the implementation of the Internationalisation Strategy, and to meet and
exceed institutional targets for international student recruitment through
the development of innovative recruitment and marketing strategies,
underpinned by intelligence.
Within the International Operations Directorate, the International
Marketing, Intelligence and Support Team will undertake work which is key
to the implementation of the Internationalisation Strategy. This includes:
International Marketing – supporting international recruitment activity
through online and digital marketing campaigns and market specific
Conversion – improving the applicant to registration percentage by
providing increasingly personalised communication prior to
registration. This activity is crucial to supporting the work of the
international recruitment team and requires close liaison with the
The International Marketing and Conversion Officer will create and
implement a carefully planned programme of conversion activities for
international applicants, ensuring that applicants receive a coordinated
and timely flow of communication. The post holder will also take a leading
role in the development of website content and marketing materials aimed
at an international audience and work closely with the International
Recruitment team to ensure that international enquiries and leads are
appropriately followed up and managed.
Main Duties and Responsibilities
Prepare and distribute communications and content for prospective international students,
pre and post application.
Create and implement a carefully planned programme of conversion activities for
international applicants, ensuring that applicants receive a coordinated and timely flow of
communication. The aim of this activity is to increase the number of applicants that convert
to registrations.
Work closely with the International Marketing Manager on the management of international
content on the University website.
Manage and update key social media sites and organise online events and activities aimed
at enquirers and potential leads.
Liaise with Student and Academic Services on the development and implementation of the
University’s CRM system.
Work with the International Recruitment team to develop and implement a consistent
procedure for pre and post event follow up, including the management of the University’s
data capture tool on behalf of International Operations.
Liaise closely with key colleagues in External Relations and Communications and external
designers to create content and design for key international publications, campaigns and
marketing materials, including flyers, posters, banners, digital marketing campaigns and
international guides.
Provide content for key online directories and websites as part of subscriptions and bespoke
recruitment campaigns.
Manage the International Student Ambassador scheme to train Student Ambassadors to
assist with marketing and conversion activities.
Monitor and report on conversion activities and conversion rates and ensure that any
concerns are raised in a timely and appropriate manner. Provide reports and information to
Schools and Management.
Undertake other duties to contribute to departmental priorities from time to time e.g.
committee servicing, promotional events, student liaison and other duties in line with the post
as directed by the International Marketing Manager and the Director of International
Be responsible for ensuring that the information and records processed (received, created,
used, stored, destroyed) on behalf of the University are managed in compliance with ALL
applicable legislation, codes and policies e.g. Data Protection, Information Security and
Records Management.
Person Specification
Essential Requirements
Desirable Requirements
Educated to degree level or equivalent in a Postgraduate or professional
relevant discipline, or equivalent relevant qualification in Marketing,
Communications or Public
Demonstrable experience of developing and Knowledge of the higher
and education sector
campaigns across a range of online and
Experience of international
offline channels
Experience of sourcing and creating content
for marketing communications, including Experience of international
experience of writing copy for marketing student recruitment activities
Experience of CRM practices
Experience of supporting conversion activities and CRM systems
OR track record of communicating with a
diverse range of prospective customers at
different stages in their customer journey
Experience of creating and updating web
pages using a content management system or
other web tools
Experience of managing and updating social
media channels
Experience of liaising with suppliers for
marketing projects e.g. designers, printers,
Excellent oral and written communication Well-developed
understanding of the needs of
different client groups
Excellent eye for detail and accuracy
Strong project management skills with the
ability to work on multiple projects
Strong organisational skills with the ability to
organise own workload and prioritise
Proactive, positive and collaborative approach
to working with a wide range of colleagues
and as part of a team
Commitment to high service standards and
customer focus
Excellent IT skills in Microsoft Word and Excel
Willingness to work flexible hours on
occasion, including evening and weekend