Overview and Objectives of the Position:
Navitas is a diversified global education provider that offers an extensive range of educational services for students and professionals including university programs, language training, workforce education and student recruitment.
The Director of Marketing and Recruitment, Germany will lead the development of business strategy and requirements to meet ambitious international student recruitment targets to our recently established higher education institutions and partnerships in Germany. The Director of Marketing and Recruitment, Germany will draw upon extensive experience in product portfolio management to identify product- market fit and establish a multi channel global sales model to drive future growth. The Director of Marketing and Recruitment will develop and deliver comprehensive sales and marketing plan with a demonstrated ability to engage and influence and excite key stakeholders within Navitas and the wider international recruitment sector.
Key Relationships
- Divisional GM Marketing and Recruitment
- Regional Management Team
- Divisional Leadership – CEO, EGM
- College Leadership Team – CDP, DMA
- Divisional Head of Marketing
- Divisional Head of Sales Operations
- Director of Marketing and Recruitment, Lancaster University Leipzig
- University Partner Directors of International
- Student Recruitment Teams
- Outsourced implementation partners
- Product and Channel leads
Key Result Areas
The Director of Marketing and Recruitment, Germany is primarily responsible for developing and executing the strategic vision for ambitious domestic and international student recruitment growth in Germany including but not limited to the following activities:
- Working with key stakeholders to identify, research and develop products that showcase the strengths of our education offering and fit with identified target markets
- Leading on the development of a strong value proposition, reflecting the different products within our portfolio matched to the student values and needs
- Executing the design and implementation of marketing campaigns that promote Germany as a destination for international students, nuanced to meet the needs of each target market
- Generating and driving leads to enrolments via multiple B2B and B2C channels, using a variety of innovative promotional techniques and sales tools within a carefully managed budget
- Collaborating globally across the business to excite and energise teams about the value proposition of Germany and our business units within, creating sub-teams to work together on key initiatives and deliverables
- Recognising the needs of different stakeholder groups and their relationships with the international student community, and support the cultural and engagement change needed to achieve awareness, growth, and success
- Identifying obstacles and risks to the success of growth in student numbers, seeking a resolution and escalating as needed
- Set success criteria critical to the attainment of our ambition that are measurable and achievable, then implement ongoing tracking and reporting against these criteria
- Leading the design and implementation of reports/insights and dashboards that will support the delivery of the plan
- Engaging with key stakeholders in the formulation and execution of plans to support growth
- Communicating regular status updates on progress, obstacles, and execution to all stakeholders, making recommendations to achieve goals and meet deadlines
- Establishing a strong culture of continuous improvement with a clear governance framework to facilitate future growth for the destination
Key Attributes
- Knowledge and expertise of German sales and marketing and the ability to align people in a way that enhances performance and delivers business outcomes
- Leadership capabilities in guidance and motivating – communication, influencing, collaboration, motivation and inspiring others
- Strong product portfolio management expertise
- High level understanding of sales operations and working in a matrix organisation
- Strategic thinking – including a willingness to embrace change, be flexible in considering new ways of doing things and be able to critically review and challenge organisational experience in envisaging the way forward
- Constructive and collaborative but with the ability to step in and take decisions promptly to move the team forward
- Ability to drive change and overcome obstacles and resistance
- Commercial acumen and proven track record for providing innovative solutions
- Ability to lead in an ambiguous environment, clarifying strategies and plans, giving a sense of direction and purpose for self and team
- Utilise existing relationships within the organisation and an open-minded approach to change
Qualifications and Selection Criteria
Essential:
Technical Role Requirements
- Proven international recruitment expertise in Germany
- Ability to create and articulate value propositions in a clear and compelling way across a wide range of international audiences
- Experience with business development and product launches
- Proven track record of leading marketing campaigns to meet recruitment targets and deliver business growth
- Proven ability to monitor and evaluate the impact of marketing and recruitment activities and report appropriately
- Experience of working with global recruitment agents to drive business growth
- Experience of leading and managing teams to success
- Knowledge of European student immigration compliance
- Experience of managing budgets and demonstrating return on investment
- Experience working with a diverse range of stakeholders
- Familiarity with the Higher Education sector in Germany
Non-Technical Role Requirements
- Ability to use data and market analysis to drive business decision making and assess product launch performance
- Ability to deliver key messages through multi-media channels
- Ability to respond quickly to market trends to deliver commercial outcomes
- Develop and deliver training materials for internal colleagues and agents necessary to aid the Sales teams to effectively sell the new partnership programs to existing and prospective customers
- Knowledge of the European higher education sector and value proposition
- Knowledge of German admissions, visa and compliance regulations
- High level interpersonal, communication and negotiation skills
- Proven ability as an authentic team player
- A passion for customer service
- Flexible attitude to work including a willingness to work out of hours in support of recruitment activities both locally and internationally
- Ability to demonstrate innovative thinking and drive new initiatives
- A high degree of cultural sensitivity and awareness
- Familiarity with Microsoft Dynamics or similar CRM systems
Key Result Areas:
- Lead the launch and innovation process to facilitate meeting of allocated BU and Divisional student recruitment targets for Germany.
- Research, coordinate and execute a winning Go-To-Market plan for all BU’s within Germany and propose activities related to partner and product launches, as well as business innovation projects.
- Work with the partner universities and other internal stakeholders to develop and articulate the value proposition with an appreciation of market nuances. This includes leading in developing strategies and campaigns to promote new, niche or specific products.
- Working with the EGMs, General Manager (Marketing & Recruitment) and Global Recruitment Directors, as well as other internal and external stakeholders to ensure internal readiness and deliver the agreed project objectives.
- Identify opportunities for innovative products and services to support the existing business operations.
- Accountable for delivery of sales targets into Germany
