Job Description

The Senior Manager of Marketing and Student Recruitment is responsible for the strategic development, execution, and continuous refinement of marketing and student recruitment initiatives across all academic programs at the American University of Ras Al Khaimah. This role plays a pivotal part in driving student enrollment growth, enhancing institutional visibility, and positioning AURAK competitively across domestic and international markets.
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Senior Manager- Marketing and Student Recruitment
American University of Ras Al Khaimah
Job Summary:
The Senior Manager of Marketing and Student Recruitment is responsible for the strategic development, execution, and continuous refinement of marketing and student recruitment initiatives across all academic programs at the American University of Ras Al Khaimah. This role plays a pivotal part in driving student enrollment growth, enhancing institutional visibility, and positioning AURAK competitively across domestic and international markets.
Key Responsibilities:
Strategic Planning & Market Expansion

• Design and implement integrated marketing and student recruitment strategies aligned with institutional enrollment targets.
• Conduct market research and competitor analysis to identify emerging trends and growth opportunities.
• Develop segmentation strategies to target key demographics, including high-performing students, international prospects, and scholarship candidates.

Marketing Campaign Execution

• Lead the creation of multi-channel campaigns (digital, print, experiential) that reflect AURAK's brand values and academic strengths.
• Ensure consistent messaging across all platforms, including website, social media, email, and print collateral.
• Oversee creative direction, content development, and media planning in collaboration with internal and external partners.

Student Recruitment & Engagement

• Build and manage relationships with school principals/ counselors, education agents, feeder institutions, and community partners.
• Represent the institution at school visits, and recruitment events.
• Drive lead generation, nurturing, and conversion through CRM and automation tools.

Stakeholder Collaboration

• Work closely with academic departments, admissions, student services, and international offices to align messaging and streamline recruitment pipelines.
• Provide strategic input into program positioning, promotional content, and onboarding communications.
• Support cross-functional initiatives including scholarship promotion, alumni engagement, and influencer partnerships.

Performance & Reporting

• Track and report on key performance indicators (KPIs) including inquiries, applications, conversion rates, and campaign ROI.
• Recommend data-driven adjustments to improve campaign effectiveness and enrollment outcomes.

Qualifications & Work Experience

• Master's degree in marketing, Business Administration, Communications, or a related field (preferred).
• Bachelor's degree required.
• At least 10 years of experience with higher education institutions, in student recruitment and education marketing, with at least 5 years in a leadership role.
• Proven success in campaign execution, lead conversion, and brand development.
• Strong understanding of regional and international education landscapes, particularly within the MENA and South Asia regions.
• Proficiency in CRM systems, marketing automation platforms, and analytics tools.

Skills and Knowledge

• Student Lifecycle Awareness
• Strategic planning and execution
• Supervising and managing people
• Excellent communication and leadership skills
• Familiarity with accreditation standards
• Web & UX Awareness
• Willingness to travel as needed to represent AURAK at recruitment events

Language proficiency required

• Language proficiency in speaking, reading, and writing English.

• Proficiency in speaking, reading, and writing Arabic is an asset.

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