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Marketing Assistant

Posted 8 January by Keystone Recruitment Featured Ended


The Head of Conversion reports to the Director of Marketing, Recruitment and Admissions.


The Head of Conversion will be responsible for implementing and managing the end-to-end experience of the University’s prospective student journey, driving conversion from the initial enquiry stage, through the applicant stage and up to enrolment. The post holder will have a good understanding of managing customer relationship management systems and systems integration, and possess a good knowledge of various marketing channels, lead generation management, email marketing and engagement. The Head of Conversion is accountable for monitoring all KPIs across the enquirer-applicant journey and leading on the planning and the developing of a conversion plan and strategy for all applicant categories, managing a full range of lead generation campaigns in addition to engagement and conversion activities. The post holder will be required to develop innovative ideas and practical solutions to drive applications and enrolments , delivering conversion and customer satisfaction while embedding relevant measurements across the range of activities.


The Head of Conversion’s main duties are to:

  • support the Director of Marketing, Recruitment and Admissions in developing key strategies and the Strategic Plan and mission;
  • deputise, together with the Head of Recruitment and the Head of Admissions, for the Director of Marketing, Recruitment and Admissions as required;
  • manage the Associate Head of Conversion (North America) and a Marketing Officer;
  • develop a comprehensive conversion strategy for enquiry-applicant communications journey, in conjunction with in-market conversion events and digital marketing efforts in collaboration with the Head of Recruitment, in order to drive conversion for all territories;
  • manage acquisition and management of all lead/enquiry sources from recruitment events, open days, digital tenancies, third party marketing and lead generation campaigns;
  • In collaboration with other section heads, create a conversion strategy that enables the University to acquire, convert and retain engagement while obtaining the best return on investment;
  • develop and implement an overarching customer communication plan (spanning from enquiry up to enrolment), with the appropriate level of audience segmentation to deliver personalised and relevant communications;
  • take responsibility for conversion targets and communication plans to enquirers and applicants along their respective journeys;
  • actively monitor all conversion activity and campaigns making adjustment to reflect the changing needs of target audiences;
  • provide regular updates of the effectiveness of these plans against targets, developing and disseminating conversion reports for internal stakeholders at regular intervals;
  • work together with the Head of Recruitment and the Head of Admissions to set clear, ambitious and achievable targets for conversion activities while evaluating and feeding any insight back to plans, adapting the delivery of adjustments with innovation in a timely manner;
  • take the lead role in the development and operation of admissions specific events including open days, applicant days and virtual events such as webinars and live chat;
  • manage relationships with key internal stakeholders, including the faculties and professional services departments that play a key role in the success of conversion and recruitment activities;
  • work with academic departments, offering support in the creation and implementation of content for promotion of academic provision;
  • work with external advertising creative agencies and other vendors in the acquisition of lead and media;
  • manage direct engagement campaigns, outbound call campaigns, conversion from in-house and outsourced digital campaigns and on-campus events delivering a seamless and positive experience, working with the Head of Admissions, Head of Recruitment and the Associate Head of Conversion;
  • ensure that the University brand is communicated effectively, consistently, and appropriately through individual channels taking ownership of messaging and content in the enquiry-applicant journey;
  • in conjunction with the Head of Recruitment and Head of Admissions ensure that the London and Boston recruitment based teams have a clear understanding of the conversion mission and collaborate actively in the delivery of the conversion plan;
  • ensure that the content, messaging and design of all conversion activities are of the highest quality, positions the University’s and is appropriate to the target audience;
  • undertake benchmarking analysis and research to understand activities undertaken by competitors;
  • comply with all US/UK and international data privacy laws, regulations and legislation pertaining to the recruitment and admission of students;
  • adhere to and promote the University’s health and safety policies and procedures;
  • perform additional duties as assigned by the Director of Marketing, Recruitment and Admissions.

Required skills

  • Academic
  • Admissions
  • Digital Marketing
  • Conversion Strategy
  • CRM databases

Reference: 33900242

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