Title: Director, Marketing, Recruitment & Admissions

Reporting Line Manager: General Manager, Murdoch University Dubai

Division: UPA (University Partnerships Australasia)

The Director, Marketing, Recruitment & Admissions is responsible for the strategic direction, management and growth of marketing, student recruitment and admissions at Murdoch University Dubai. 

The role develops and directs the strategies through which the campus achieves its agreed enrolment targets and grows its market position, and builds the business relationships and opportunities, domestically and internationally, that support the campus’ strategic goals. The Director oversees the campus’ integrated recruitment and marketing planning framework: one plan, one budget, one calendar, one voice and one brand across all key markets.

The role builds and leads a high-performing team and embeds a data-driven culture across marketing, recruitment and admissions, with clear KPIs, disciplined pipeline management, strong CRM practice and a sustained focus on conversion at every stage of the funnel.

The role directs the recruitment channels in partnership with the wider network: the offshore direct pipeline, campaigns and recruitment assets with central marketing, the school’s engagement channel, and integrated offshore recruitment with the global sales and marketing team and the in-country teams. 

As a senior member of the campus team, the Director is expected to support the General Manager in driving and achieving the campus’ strategic vision.

Key Relationships

Marketing, Recruitment & Admissions team

The team the role leads and manages: marketing and communications, student recruitment onshore and offshore, and admissions.

General Manager, Murdoch University Dubai

Line manager. Sets the campus strategic vision; receives recruitment forecasts, strategic recommendations and performance reporting from the role.

MDUB Department Heads

Peer collaboration across Student Services, Finance, Academic and Operations to deliver a seamless student experience from enquiry to enrolment.

Students & parents

Prospective students and their families, engaged throughout the recruitment journey; the role serves as the senior escalation point for their concerns.

Navitas (Global Sales & Marketing team, Global Global Sales Services Centre, In-Country teams)

Group and divisional partners providing campaign, brand and sales toolkit support, direct channel enquiry management, and in-market recruitment and agent channel support.

Murdoch University (MU)

University partner. Alignment on the academic offer, admissions and brand.

Partners

Agents, schools, industry and community partners engaged across key markets to support recruitment and brand presence.

Vendors

Marketing, media, production and event suppliers engaged to deliver campus activity.

Key Responsibilities

 Marketing: 

· Lead the campus’ marketing strategy, working closely with the General Manager, based on market research, product development and an overall marketing plan, including all aspects of digital marketing.

· Oversee the development and delivery of marketing campaigns, in partnership with the Senior Manager, Branding, Marketing & Communications, and Navitas Group Sales & Marketing, that strategically distinguish Murdoch University Dubai from local and international competitors and deliver year on year growth.

· Oversee the development of marketing assets and collateral across all markets and channels, ensuring quality, currency and consistency with University Partner and Group brand guidelines.

· Oversee the campus’ social media and digital presence, ensuring one voice and one brand across every channel and audience.

· Oversee the campus communications strategy and calendar, engaging every key audience: students and parents, agents and school partners, counsellors and colleagues.

· Oversee the campus event calendar, ensuring every event carries the marketing support it needs to convert, from campaigns and branding to follow-up communications.

· Evaluate campaign and event effectiveness, using performance insight to shape future marketing investment.

· Guide public relations and marketing communications, developing concepts and strategies for promotional activity within overall University Partner and Group Marketing guidelines.

· Oversee crisis and issues communication for the campus, maintaining prepared protocols, clear approval lines and timely, consistent messaging across all channels and audiences, in coordination with the General Manager and University Partner.

Recruitment:

· Develop and direct the campus student recruitment strategy, working closely with the General Manager, based on local and international market opportunities, to achieve agreed enrolment targets and deliver expected growth to the campus.

· Lead and manage a high-performing Marketing, Recruitment and Admissions team, ensuring all lead channels are effectively managed, and annual enrolment targets are achieved.

· Foster a motivated, incentivised and accountable team culture, with clear KPIs, regular performance conversations and structured professional development.

· Oversee the Student Recruitment Officers (interns) supporting the department’s activities, or appoint a designated team member to do so, ensuring they are effectively supervised, developed and deployed across recruitment, marketing and admissions activity.

· Define and develop key local and international target market segments to achieve enrolment targets, deliver growth and drive new business development opportunities.

· Oversee the UAE Schools Strategy with the campus School Engagement Manager, securing brand recognition and a competitive position in the local education market.

· Serve as the accountable owner for enrolment, pipeline forecasting and performance reporting for the campus, providing regular intake forecasts to the General Manager and integrating the support of central marketing, the GSSC and the in-country teams.

· Hold accountability for conversion performance across all channels, at every stage of the funnel from lead to applicant, applicant to offer holder and offer holder to enrolled student.

· Set the B2C channel strategy across schools, feeders, direct and emerging partners.

· Oversee lead management, qualification and nurturing, delivered collaboratively with the in-country teams, ensuring every enquiry follows a consistent, measurable journey to enrolment.

· Ensure prospective students and their families receive expert guidance on programmes, tuition fees, scholarships and visa processes throughout the enrolment journey.

· Champion a data-driven culture, with the CRM as the single source of truth for pipeline performance, driving adoption, data quality and disciplined forecasting, and overseeing the analysis of recruitment data to measure progress against campus strategic initiatives.

· Remain accountable for student retention through to census, alongside student experience measures such as Net Promoter Score (NPS).

· Ensure compliance with the regulatory framework in which marketing, recruitment and admissions operate.

· Direct recruitment activity onshore and offshore, assuming responsibility for key markets where required, coordinating marketing and sales efforts to achieve maximum outcomes and full use of resources.

· Manage the marketing and recruitment budget, ensuring investment is planned, prioritised and evaluated against outcomes.

· Represent the campus in divisional governance forums, presenting funnel performance, variances against plan and lessons learnt.

Admissions:

· Ensure the achievement of campus admission and enrolment targets by leading the Admissions team as part of the wider Marketing, Recruitment and Admissions function.

· Lead the Admissions team to continuously improve the quality and efficiency of assessment, offer letter turnaround and issuance of Letters of Offer (LOOs).

· Work with the Senior Admissions Officer to ensure the efficient and effective operation of the admissions team.

· Work collaboratively with the university admissions team to facilitate timely assessment, offer turnaround and follow-up.

· Oversee the campus’ engagement with the National Admissions and Placement Office (NAPO), the application route for local students, ensuring NAPO applications are managed efficiently, converted effectively and handled in full compliance with its requirements.

· Ensure the team monitors advice from all relevant regulatory entities regarding changes to student visa requirements and keeps relevant employees informed. 

Agent & Partner Management:

· Drive agent channel performance for the campus in partnership with the Heads of Recruitment, who hold agent management accountability across the network, tracking each agent’s contribution to enrolments.

· Ensure agents and counsellors are equipped with current knowledge of programmes, admissions processes, scholarships and visa guidelines through structured training delivered by the recruitment team.

· Build partnerships with schools, community organisations, industry and alumni to strengthen recruitment outcomes and brand presence.

· Represent Murdoch University Dubai at agent conferences, industry forums and key recruitment events, onshore and offshore, enhancing institutional visibility and strategic partnerships.

Integrated Planning & Marketing Governance:

· Oversee, and remain accountable for, the campus’ integrated recruitment and marketing planning framework, through which all recruitment and marketing activity across key markets is planned, prioritised, funded, delivered and measured, with delivery led by the Senior Manager, Branding, Marketing & Communications under the Director’s delegated authority.

· Oversee the country planning cycle, ensuring each key market maintains a single country plan per financial year, refreshed after every intake, that determines marketing investment and resource priorities.

· Govern an evidence-based investment model for events and campaigns, ensuring activity is planned, fully costed and evaluated against expected leads and enrolments, and that funding follows performance.

· Ensure a consistent, measurable student journey in every market, from enquiry capture through nurture to enrolment, so conversion can be compared across markets.

· Set recruiter activity expectations through the country plans and leverage shared Navitas investment to maximise the reach of the campus marketing budget.

Stakeholder Management:

· Develop and maintain effective relationships with all internal stakeholders, including the General Manager, Senior Leadership Team, faculty, and the University Dean.

· Develop and maintain effective relationships with Murdoch University staff, Navitas Group, agents, vendors and other external partners, and collaborate with Navitas Group Marketing and other Navitas Marketing and Admissions Directors.

· Serve as the senior escalation point for students, parents, agents and partners, resolving conflicts and complaints promptly, fairly and in line with campus policy, and protecting the student experience and the campus’ reputation.

· Mediate and resolve conflicts within and between teams and stakeholders, fostering constructive working relationships across the campus and the wider network.

· Prepare and present the campus Joint Management Committee (JMC) report after every intake, covering student recruitment outcomes, pipeline health and strategy progress, alongside reporting as required for the General Manager, Group Marketing and Group Finance.

Qualifications

Essential:

· Experience and proven success in leading and managing high-performing Marketing, Recruitment & Admissions teams in the Higher Education sector in Dubai.

· Tertiary qualification, preferably in Business and/or Marketing.

· Successful track record of achieving sales targets.

· Demonstrated experience in the development and management of strategic/operational planning and budgets to achieve successful, cost-effective outcomes.

· Demonstrated ability to identify opportunities to create value and develop and deliver recommendations and strategies including high-quality presentations and documents.

· Proven ability to apply commercial rigour and business acumen to decision-making, primarily through data analytics.

· Strong track record in executing conversion and retention strategies through a CRM and lead management automation tool.

· Demonstrated capacity to work effectively within a matrix structure, with a focus on collaborating with and influencing various stakeholders.

· Demonstrated sales skills and appropriate knowledge of the business environment and applications for the campus’ products and services.

· Strong conflict resolution and negotiation skills, with the ability to manage sensitive matters with discretion and professionalism.

· Ability to work in a team both as a leader and member to inspire team members to explore and engage in all aspects of marketing and student recruitment.

· High-level verbal and written communications skills as well as an analytical mind with good problem-solving and decision-making skills.

Desirable:

· Knowledge and experience in marketing, including promotion, advertising, digital marketing, branding, building media presence and public relations would be well regarded.

· A network of contacts in the local and international education markets.

· Successful work experience in a multicultural environment.

Working Conditions

· Some travel required, onshore and offshore, for recruitment activity, agent engagement and key events.

· Flexible hours, with some evening and weekend work during peak intake periods.

Ability to work in a fast paced, target driven environment.