Senior Director of U.S. Operations
The University has ambitious plans for growth in student recruitment across multinational markets. We are looking for an exceptional higher education recruitment and admissions professional with the knowledge, skills and vision to help us deliver enrolment growth in North America. Reporting to the Director of Marketing and External Relations (U.K), the Senior Director of U.S Operations focus will be to manage and develop relationships with networks of stakeholders with a focus on prospective students, parents, school counsellors, high schools, and community colleges; manage the admissions and conversion process; and ensure that the University presents itself in a professional and suitable manner. Other key responsibilities will include meeting annually agreed recruitment and enrolment targets, supporting the activities of the office with regular attendance of recruitment events, effective management of budget and continual review of performance. The Senior Director of U.S Operations will also provide management reports and data, support in the assistance to prospective students through the admissions process and assisting with the development and implementation of conversion and recruitment strategies.
To succeed in this role, you must be highly motivated towards achieving targets, have excellent written and verbal communication skills and the ability to prioritise and manage a diverse range of activities. Experience of leading and motivating a small team and of managing student admissions in a higher education environment, particularly that in the UK or US, is essential to this role. You must hold a relevant degree or equivalent working experience.
Richmond, The American International University in London is an independent, private university with dual American and British accreditation and US public charity status, delivering an education in the American liberal arts tradition. With two campuses in a five-acre site in Richmond Hill and Kensington in central London, and study centres in Florence, Rome and Leeds, the University has around 1,500 students from over 60 countries.
Richmond is an equal opportunities employer.
For further information about this vacancy and the University, please visit:
Closing date: 27 September 2018.
Please submit an application online at http://careers.richmond.ac.uk/ ensuring you upload a current CV and covering letter, together with details of three recent work-related referees.
Please note that while submitted applications will be acknowledged, we are unable to provide individual feedback to applicants.
RICHMOND THE AMERICAN INTERNATIONAL UNIVERSITY IN LONDON
The Senior Director of U.S. Operations reports to the Director of Marketing and External Relations (London).
The Senior Director of U.S. Operations is responsible for the line management of the Director of Marketing and Student Communications for North America, the two Admissions Officers for North America and the Admissions Officer for North America: West Coast Representative.
The Senior Director of U.S Operations leads on the development and implementation, optimisation and evaluation of student recruitment plans and campaigns for North America (and Mexico) to ensure that the University reaches target and enhances the reputation of the University in the U.S. The Senior Director of U.S Operations focus is to manage and develop relationships with networks of stakeholders with a focus on prospective students, parents, school counsellors, high schools, community colleges; manage the admissions and conversion process, ensure that the University presents itself in a professional and suitable manner, regularly review performance; be responsible for the management and development of partners and other key organisations. The Senior Director’s key responsibilities include meeting annually agreed recruitment and enrolment targets, supporting the activities of the office with regular attendance of recruitment events, effective management of budget, continual review of performance, providing management reports and data, support in the assistance to prospective students through the admissions process and assisting with the development and implementation of conversion and recruitment strategies.
The Senior Director of U.S. Operations’ main duties are to:
- recruit suitably qualified undergraduate and postgraduate students from North America;
- develop and implement an integrated marketing and student recruitment plan in line with the University’s overarching Strategic Plan and Student Recruitment Strategy;
- through regular evaluation and analysis, adjust the plan to meet enrolment targets and maximise return on investment;regularly report statistical information on the progress of recruitment, marketing and conversion plans and the impact of specific recruitment initiatives in terms of increasing recruitment/conversion and enhancing awareness and the reputation of Richmond University;
- organise, support, and undertake recruitment activities in North America including recruitment fairs, high school and college visits, alumni events, and other events leading to successful student recruitment;
- direct and where appropriate undertake appropriate follow‐up work arising from recruitment events and enquiry/lead generation working with colleagues to ensure the missions are successful in terms of raising awareness, positioning Richmond as a University of choice and meeting recruitment, conversion and enrolment targets;
- establish and have overall responsibility for the management of relationships with high school counsellors, alumni and other networks to support delivery of recruitment targets;
- liaise closely with academic and support staff in schools and service departments to ensure that marketing and admission activities are effective points of contact for prospective students;
- direct and support/participate in conversion activities including email and telephone follow-up, parent/student consultation and using the University’s CRM system to engage with enquirers, applicants and parents to optimise and manage their experience from the enquiry stage through the application process and ensure enrolment;
- line manage US based team and mobile recruitment representatives (if applicable);
- develop skills of US based team, and monitor performance of the team and its members;
- work collaboratively with the Recruitment, Marketing and Admissions Teams based in the UK in order to achieve conversion and achieve targets;
- develop an excellent knowledge of the University’s course portfolio and of entry requirements in priority markets;
- develop the practice and processes of office;
- network with parents, high school counsellors, careers advisers, high schools and colleges and other organisations to establish and develop a robust recruitment supply chain and maximise student recruitment and conversion;
- lead and participate in the active follow up of enquires from various lead sources and in process applicants through telephone campaigns, frequent email contact and interaction through social media and other digital method such as live chat and webinar;
- support marketing activities and work closely with the UK team in co-ordinating campaigns, promotional activities and publications;
- make study offer recommendations on applications and provide support to the Admissions Team if required;
- comply with all US/UK and international data privacy laws, regulations and legislation; pertaining to the recruitment and admission of students;
- perform additional duties as assigned by the Director of Marketing and External Relations (London);
- adhere to and promote the University’s health and safety policies and procedures.
The Senior Director of U.S. Operations is located in the North American office in Boston but, at the discretion of the Director of Marketing and External Relations (London), may be required to travel to the other University campuses for meetings and related work.
By the nature of the duties of this position, there is a general requirement for extensive travel within the United States and occasional overseas travel. There is also a requirement for weekend and evening work, including significant overnight travel as required.
The above responsibilities are subject to change at the discretion of the Director of Marketing and External Relations (London) and shall include other responsibilities that may be assigned from time to time. The Director of Marketing and External Relations (London) may also, at his/her discretion, reassign some of the above responsibilities and will evaluate the Senior Director of U.S. Operations performance.
- proven experience in marketing at strategic, tactical and operational levels, including the use of market research, insight and analysis to identify and evaluate marketing opportunities and to inform plans;
- proven experience in budget planning and management;
- an undergraduate degree or professional qualification in a relevant field;
- proven experience of leading a team;
- experience of working in a recruitment and admissions role at a US institution;
- successful experience in the recruitment of students in North America using an evidence‐ based, segmented and targeted-territory management approach;
- motivation to achieve targets, possessing a can-do attitude and comfortable in a public facing role;
- a knowledge and understanding of the prospective undergraduate and postgraduate students, and the influence of parents, high school counsellors and how to manage and influence these in the context of student recruitment, marketing and studying outside of North America;
- experience managing recruitment exhibitions, high school visits/fairs and events to generate leads to challenging targets using an experiential market approach;
- ability to develop annual evidence‐based operational recruitment plans campaigns to deliver on short, medium and longer term strategic objectives;
- experience of planning, prioritising and organising work on a daily, weekly and monthly basis, individually and as part of a team, whilst ensuring the effective use of resources and delivering to strict deadlines;
- excellent written and oral communication skills including the ability to negotiate and adjust information that needs careful explanation or interpretation to suit the needs of different audiences;
- excellent influencing skills and the ability to communicate with credibility, tact and diplomacy internally and externally;
- proven experience in budget planning and management;
- a high level of attention to detail;
- ability to work with competing priorities and to deadlines;
- an understanding of the North American higher education systems in particular recruitment cycles, admissions processes, US Financial Aid/Scholarship and empathy with Richmond’s mission and goals as a private not for profit University;
- familiarity with using Customer Management System for recruitment and outreach;
- proficient user of MS Office packages (Word, Excel, PowerPoint);
- educated to degree level or equivalent experience in a relevant discipline;
- a valid US driver’s license.
- a postgraduate or professional qualification in a relevant field;
- an understanding of the UK higher education systems in particular recruitment cycles, admissions processes, and UK funding.