Director of Enrolment and Marketing

Responsibilities

• 1 Strategic enrolment leadership
• Define and execute the integrated marketing and enrolment strategy across all programmes and intakes.
• Set annual and semester-level enrolment and revenue targets in collaboration with the COO and Finance, with clear forecasting methodology and gap analysis.
• Build and maintain a multi-year enrolment pipeline plan covering each programme's lifecycle and intake calendar.
• Chair the institutional enrolment committee, providing weekly pipeline visibility to senior leadership.
• Translate institutional growth ambitions into channel-level, programme-level, and market-level operational plans.
• Contribute to institutional strategy as a member of the executive leadership team, including programme portfolio decisions, pricing strategy, scholarship policy, geographic expansion, and partnership development.
• 2 Admissions operations and leadership
• As the role's primary functional accountability, the Director leads the admissions function directly and hands-on.
• Lead the admissions team across all geographies and channels: domestic Thai admissions, Myanmar Office, international admissions, online, transfers, and referrals.
• Own the application-to-enrolment funnel with measurable conversion targets at each stage: enquiry, application, offer, deposit, and final enrolment.
• Set individual recruiter targets, conduct weekly pipeline reviews, and hold the team accountable to forecast accuracy and conversion discipline.
• Oversee scholarship governance: discount allocation, approval workflows, and adherence to scholarship policy, ensuring the scholarship mix supports revenue per student targets.
• Maintain the CRM system, lead routing protocols, response-time standards, and pipeline data integrity.
• Standardise admissions workflows, scripts, and onboarding processes to drive productivity and consistency of student experience.
• Manage the admissions budget and team performance against productivity benchmarks.
• Personally engage with priority candidates, parents, and partners where the relationship requires senior involvement.
• 3 Marketing and brand oversight
• Strategic leadership of the marketing function is exercised through the Assistant Director of Marketing, who continues to lead the marketing team day-to-day.
• Set the marketing strategy and brand positioning in collaboration with the Assistant Director of Marketing, ensuring consistent application of the AIHM identity and Les Roches academic association across all communications and channels.
• Oversee the digital marketing strategy: website, SEO, paid media, content marketing, social media, lead magnets, marketing automation, and email nurture sequences.
• Approve content production direction, including brochures, video, prospectuses, programme factsheets, scholarship materials, and editorial blog content.
• Govern public relations, media engagement, and institutional storytelling, including thought leadership for senior leaders.
• Coordinate co-branded marketing with academic and corporate partners, including Les Roches, Minor Hotels, NCUK, Pearson, and corporate hospitality partners.
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Additional Information

The role holds end-to-end accountability for AIHM's commercial pipeline: from brand presence and lead generation through application, conversion, and enrolment across all programmes. The role consolidates leadership of the marketing and admissions functions to ensure strategic alignment between brand positioning, market activation, and student acquisition, in support of AIHM's enrolment. The Director functions as the de facto head of admissions, with direct hands-on leadership of the admissions function across all channels and geographies. Marketing leadership is exercised through the Assistant Director of Marketing, who continues to lead the marketing team day-to-day. The Director sets strategic direction across both functions and ensures their integration. As a member of the executive leadership team, the role-holder contributes to institutional strategy on programme positioning, scholarship policy, partner engagement, financial planning, regulatory matters, and long-term organisational development. AIHM is a hospitality management institution founded by Minor Hotels and operating in academic association with Les Roches. The institution offers a multi-programme portfolio: Bachelor of Business Administration (BBA) in Global Hospitality Management Certificate in International Hotel Administration (CIHA) English for Business and Academic Studies (EBAS) Pearson BTEC Level 3 and HND in Business and Marketing Postgraduate Diploma (PGD) in International Hospitality Management Executive Education and corporate training Recruitment operates across multiple channels and geographies, including domestic Thailand, Myanmar (via a dedicated Office), international agent networks, partner schools, online channels, the Minor Hotels corporate scholarship pipeline, and direct referrals. The role-holder is expected to lead all of these channels under a unified commercial strategy.

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