About the role
This role will support the delivery of University’s student recruitment and conversion objectives by strengthening performance across the end-to-end recruitment and conversion funnel.
This role will lead on the creation/mapping and coordination of customer journeys and touchpoints to drive improved conversion performance (lead to applicant and applicant to enrolment).
The postholder will coordinate and optimise activity across multiple channels and initiatives, support recruitment planning, and will contribute to testing and continuous improvement of recruitment and conversion tactics. This is a key role to bring together different internal teams to ensure activity is aligned, segmented and evidence-led, aligned to institutional goals
Main Responsibilities
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Lead the creation and optimisation of customer journeys (working collaboratively with colleagues across Marketing, Brand and Voice, Recruitment, and Admissions and Applicant Services) to drive Lead to application and increase conversion of applications to enrolment.
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Coordinate across all touchpoints and activities to ensure a cohesive approach to all recruitment and conversion activity across the customer journey.
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Lead reporting and monitor, analyse and report on Lead conversion, applicant engagement and conversion performance using CRM, PowerBi and other internal university systems as relevant, and produce actionable recommendations in campaign, journeys and for future planning.
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Analyse prospect data to identify trends, preferences, and behaviour patterns and utilise insights to inform marketing campaigns, improve customer experiences, and increase ROI.
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Set up campaigns so measurable and ensure accurate and up to date information is collected and stored working in accordance with the CRM Marketing Manager.
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Support with the implementation of the customer journeys by working with the CRM Marketing Manager and CRM Marketing Officers to design, build and manage automated and personalised multi-channel communications
Key Outcomes / Success Measures
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Improved progression rates across the recruitment funnel, from enquiry through to enrolment
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Increased engagement and conversion across priority audiences, markets and courses
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Improved CPA and time to conversion.
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More effective targeting and prioritisation of activity, informed by CRM data and funnel insight
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Demonstrable improvements in the performance of key recruitment initiatives and campaigns across multiple channels
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Faster deployment and optimisation of high-impact recruitment and conversion activity during critical recruitment periods
Contact For Informal Discussion
Lyn Devine, CRM Marketing Manager, [email protected]
