Head of Conversion

Working Schedule: 40 hours per week with evening and weekend work from time to time

Salary: Competitive Salary

Bonus: Sales Incentive Plan

Start Date: December 2022

Job Purpose

In conjunction with the Director of Global Sales Operations, Global Sales Director for Pathways, and the Regional and Associate Directors, the Head of Conversion will lead the enquiry to enrolment conversion strategy (Pathways and Direct to University) for Oxford International, ensuring consistency of approach and implementation, tracking performance and recruiting then training staff as well as ensuring clear communication between the different stakeholders.

The successful candidate will work closely with internal stakeholders to create and optimise workflows to complement the work of the Global Recruitment Unit. All of this will be with the aim to deliver ambitious international expansion and revenue growth.

The Head of Conversion will drive application conversion from the initial enquiry stage through the to CAS/I20. They must have an excellent understanding of implementing and managing Conversion activity, and possess extensive knowledge of marketing channels, lead generation methods, email marketing and student/agent engagement. 


Main duties and responsibilities

  • Responsible for the recruitment and leadership of the conversion team, ensuring timely and effective engagement with applicants in line with our strategic conversion campaigns.
  • Responsible for the development and delivery of the conversion strategy, which will be market and customer driven and aims to deliver continuous improvements in both conversion rates and customer experience.
  • Responsible for ensuring the conversion team are effectively led and that they meet set targets, service level agreements, achieve customer service excellence and other agreed KPI’s.
  • Responsible for identifying and implementing continuous improvement within the team to improve the conversion operation and service.
  • Responsible for the development of effective training regarding systems and processes, to ensure team members and colleagues across the organisation have a full understanding of the conversion function and its processes.
  • Be the senior escalation point for issues or urgent queries from staff, students, university partners and other stakeholders with regards to conversion, ensuring all quality standards are adhered to.
  • Lead and manage all conversion activities including third party conversion agencies in the regions and provide direction and feedback in relation to their conversion activities.
  • Ensure delivery of internal Service Level Agreements and those agreed with stakeholders.
  • Communicate and disseminate intelligence gathered through a range of processes e.g. team briefings, training sessions, Intranet, webinars etc.
  • Provide regular reporting of Conversion activity performance to the wider team and senior management.
  • Develop systems
  • Organise and attend regional meetings and events as required.

General responsibilities:


  • Actively partake in the running of the department providing ideas and best practice synonymous with a high performance team.
  • Ensure detailed and accurate records are maintained, e.g. recording contact and financial information.
  • Adhere to all policies and procedures with regards to budget expenditure, displaying budget control for individual projects reporting any variances on a monthly basis.
  • Adhere to OIEG’s Equal Opportunities policy in all activities, and to actively promote equality of opportunity wherever possible.
  • Ensure that all activity and communication, where possible, is accessible by those with disabilities.
  • Keep abreast of all legislation and regulations and to ensure OIEG’s adherence and to report all new systems to the Data Protection Controller.
  • Carry out such other duties as are within the scope and spirit of the job purpose, the title of the post and its grading.


This job description is provided as a guide to the role. It is not intended to be an exhaustive description of duties and responsibilities. It may be subject to periodic revision to meet business requirements.

Person specification

Statutory requirements

  • Eligibility to live and work in the UK
  • Willingness to undergo a DBS check or overseas equivalent


  • Undergraduate degree, preferably from a UK Higher Educational Institution or substantial relevant experience 
  • Postgraduate degree

Experience and knowledge

  • Experience of leading teams to success
  • Experience of engaging with people from multiple countries and cultures
  • At least three years of experience in converting international student applications into enrolments
  • Thorough understanding of UK and North American Visa requirements
  • Understanding of the student recruitment journey, and opportunities to optimise outcomes at each stage
  • Experience in “call centre” settings
  • Understanding of the UK Higher Educational Landscape

Skills and Abilities

  • Excellent command of English language
  • Excellent analytical and budget management skills
  • Excellent written and verbal communication skills
  • Exceptional organisational skills
  • Ability to work without close supervision and to set own priorities
  • Highly numerate and IT literate

Personal Qualities

  • Motivated to exceed targets
  • Leads by example, demonstrating professionalism, integrity, commitment and drive
  • Adopts a collaborative approach to working
  • A self-starter
  • Responds positively to new challenges, seeking solutions


How to apply

In the first instance please send a CV and covering letter to lkinneavy@oxfordinternational.com

Closing date: 26th August 2022

Oxford International is committed to safeguarding and promoting the welfare of children, and applicants must be willing to undergo child protection screening appropriate to the post, including checks with past employers and the Disclosure and Barring Service.

Oxford International is an equal opportunity employer. Every applicant and employee has the same opportunities regardless of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender, gender identity or expression, or veteran status.

Apply for this job