INTO University Partnerships collaborates with leading universities to provide international students with a personalized and highly supportive learning environment in which to acclimatize to life on a US university campus and prepare for long-term academic success. Since 2006, INTO has launched partnerships to internationalize universities in the US, UK and Asia. Universities in the US include: Oregon State University, University of South Florida, Drew University, George Mason University, Saint Louis University, The University of Alabama at Birmingham, Suffolk University, Illinois State University, and Hofstra University.
The Assistant Director of Marketing and Recruitment reports directly to the Executive Director at INTO Mason with an operational reporting line to the INTO North America Director of Recruitment.
This position will lead the strategic planning for and execution of the international recruitment and marketing plan to drive international student enrollment to the INTO Mason programs and Mason degree seeking programs. The Assistant Director of Marketing and Recruitment will develop and execute a comprehensive recruitment and marketing plan targeted at building brand recognition in key markets across the world, thereby driving demand from students seeking educational experiences in the U.S. The key metrics of success for this role will be measured by meeting the international enrollment targets developed through the INTO Mason strategic plan and the INTO Mason partnership.
This position will utilize an extensive network of on- and off-campus resources including alumni, government organizations, institutional partners, key faculty contacts, INTO's global recruitment network, as well as INTO's regional offices to assist in this effort. This position will work closely with the University's Office of International Admissions, the INTO Mason Executive Director, and the INTO North America VP of Recruitment/Director of Recruitment and VP of Marketing to develop the strategy and to drive recruitment of international students.
Key Accountabilities and Duties:
This is a key position in a growing, dynamic organization, so the responsibilities of this position may change and develop over time, but will include the following:
International Student Recruitment:
Develop a comprehensive recruitment plan which includes participation in global recruitment activities such as exhibitions, seminars, alumni events, etc., to build the Mason brand globally and drive a diverse international student population across all programs. This will be virtual and in person;
Establish country by country strategies in coordination with INTO regional offices to reach recruitment goals in particular countries and regions;
Travel globally as and when required to promote Mason and its programs and attend out of normal business hours virtual recruitment events held in international time zones;
Act as primary contact point and resource of in-depth knowledge for INTO's regional office regarding all facets of Mason programs. Manage and oversee communications with INTO's regional offices
Strategic Recruitment Initiatives:
Liaise with Mason and INTO with offering global analytics, and support and advice on effective recruitment and scholarship strategies;
Work with INTO and Mason to manage scholarship budgets and allocations;
Use analytical methods to identify recruitment opportunities and frequently update appropriate staff with regards to progress towards goals and enrollment numbers;
Manage the INTO Mason annual recruitment budget and provide regular reports showing progress against recruitment goals.
Manage and conduct conversion campaigns to include communicating directly with prospective students, parents, agents, and regional offices, offering timely and in-depth advice, as well as continuing to contribute to developing innovative conversion initiatives;
Lead on development and management of conversion tools and platforms such as peer to peer recruitment, webinars, calendar bookings, etc.;
Manage and oversee student workers and interns who are supporting Mason recruitment and marketing activities.
Build and champion relationships across the Mason campus by frequently engaging with faculty, admissions, and international offices in order to collaborate on recruitment strategy and opportunities;
Cultivate and maintain solid, loyal relationships with US focused recruitment channels including education counselors, government organizations and sponsoring organizations, feeder institutions, articulation partners etc.
Direct line management responsibility of a Marketing and Communications Specialist (MCS) and Assistant Recruitment Manager (ARM);
Agree to an INTO Mason recruitment, conversion, and marketing strategy in conjunction with the INTO Mason Executive Director and INTO North America leadership;
Oversee the MCS and ARM tasks and responsibilities and ensure accuracy and timely completion of the role's deliverables;
Guide and support the role to develop further recruitment, conversion, and marketing initiatives in line with the overall strategic plan for INTO Mason and INTO North America;
Arrange regular one to ones to monitor progress and complete annual performance reviews and objective setting;
Work with the Director of International Admission from GMU to support George Mason University in country representatives based in the University Access Center (UAC) currently located in Suzhou, China and Ho Chi Minh City, Vietnam;
This position provides guidance, feedback, and support to George Mason University in country representatives based in University Access Centers (UAC).
Provide ongoing training, support and detailed program knowledge to external marketing and recruitment partners. Support global partners at promotional events in order to accurately represent Mason program offerings.
Provide ongoing training, updates and support to INTO regional office staff and global recruitment networks;
Work closely with Mason's International admissions to ensure that accurate information about programs, requirements and admissions processes are communicated to potential applicants and INTO regional offices;
Other duties as assigned.
Skills and Abilities:
Ability to foster collaboration and trust, work collegially and inspire others to high levels of performance;
Superior interpersonal and communication skills, including excellent ability to communicate with people from a wide variety of cultures and linguistic backgrounds.
Bachelor's degree, preferably in marketing, communications, business international relations, or related area;
3 years' experience recruiting international students to attend academic and/or other programs in a US setting;
Experience developing and implementing a high-level recruitment and marketing plan;
At least 3 years of experience managing teams or individuals;
Demonstrated administrative experience including budget and financial management processes, public relations, strategic planning, policy formation, and supervision;
Eligibility to work in and travel freely to and from the U.S.
Experience working in a university setting;
Experience living, working or studying outside of the U.S.;
Experience with Salesforce or equivalent CRM/database system;
Demonstrated commitment to advancing diversity and equity, with particular emphasis on gender and multicultural issues.
Salary: Salary commensurate with education and experience
Location: Fairfax, VA
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Internal Number: 50502
About George Mason University
George Mason University is Virginia's largest public university located in the suburbs of Washington, D.C. With strong undergraduate and graduate degree programs in engineering, information technology, public policy, economics, visual and performing arts, life sciences and biotechnology, Mason prepares its alumni to succeed in the workforce and meet the needs of the region and the world.