"Vice President of Marketing & Student Recruitment"

JOB DESCRIPTION

Location: HCMC, Vietnam Department: University
Report to: The President, Millennia University

POSITION OVERVIEW

The Vice President of Marketing & Student Recruitment is a senior executive leader and key member of the University Management Team, responsible for shaping and executing the University’s brand, market positioning, and student growth strategy to ensure global relevance, academic quality, and sustainable enrolment development.

This role oversees marketing, domestic and international student recruitment, admissions, scholarships, outreach, and conversion strategy for both undergraduate and postgraduate programs. The VP ensures alignment between market demand, academic positioning, and student profile, supporting the University’s mission to develop future-ready graduates and achieve long-term institutional sustainability.

Reporting directly to the President, the VP works closely with the other Vice Presidents, Deans, and Directors to build a cohesive student pipeline aligned with academic excellence, innovation, and global engagement.

KEY RESPONSIBILITIES

1. Strategic Enrolment & Institutional Positioning
   • Lead the development and execution of a long-term marketing strategy aligned with institutional growth targets, academic portfolio development, and program capacity planning.
   • Establish enrolment targets by program, market, and intake cycle, ensuring recruitment supports academic quality, diversity, and institutional positioning rather than volume alone.
   • Develop demand forecasting and enrolment intelligence systems to support academic planning, resource allocation, and long-term sustainability.
   • Monitor market dynamics, demographic trends, and competitive positioning to inform institutional strategy.
2. Marketing & Brand Positioning
   • Lead the development of a globally relevant and academically credible university brand that reflects innovation, quality, and future-focused education.
   • Oversee integrated marketing strategy across digital, content, outreach, partnerships, and public engagement channels.
   • Ensure brand messaging reflects academic strengths, student outcomes, research, and global positioning.
   • Build market intelligence capabilities including student insights, competitor benchmarking, brand perception, and market opportunity analysis.
3. Recruitment Strategy & Market Development
   • Lead predominantly domestic as well as international student recruitment strategy aligned with academic priorities, program demand, and internationalization goals.
   • Develop and manage recruitment channels including direct recruitment, school partnerships, regional outreach, digital lead generation, and international market engagement.
   • Design market entry and expansion strategies for priority regions.
   • Ensure recruitment supports the development of strong, academically capable, and diverse student cohorts.
   • Work closely with Deans and academic leadership to align recruitment with program positioning and portfolio growth.
4. Recruitment Operations & Conversion Excellence
   • Oversee the full recruitment funnel from awareness to enrolment, ensuring effective conversion, applicant experience, and yield optimization.
   • Design and implement recruitment operations, CRM systems, and applicant engagement processes to improve efficiency and predictability.
   • Strengthen counselling, applicant communication, and conversion strategies to enhance stent decision-making and institutional fit.
   • Continuously improve recruitment effectiveness through data, experimentation, and performance tracking.
5. Admissions, Scholarships & Student Quality
   • Lead admissions strategy to balance academic standards, access, and diversity.
   • Design and manage scholarship frameworks aligned with student quality targets, strategic priorities, and market competitiveness.
   • Ensure admissions and scholarship decisions support strong academic cohorts and long-term student success.
   • Strengthen parent and applicant engagement aligned with the University’s academic value proposition.
6. Outreach and Events
   • Lead strategic outreach and engagement initiatives including open days, school visits, offer-holder programs, and institutional events.
   • Ensure recruitment and outreach activities reinforce academic excellence, innovation culture, and global positioning.
   • Support a smooth transition from recruitment to enrolment and early student engagement in collaboration with Student Experience teams.
7. Data, Analytics & Enrolment Intelligence
   • Establish recruitment and marketing performance frameworks supported by robust data and analytics.
   • Monitor funnel health, conversion rates, student quality, channel effectiveness, and cost efficiency.
   • Provide enrolment insights to inform academic planning, program development, and market strategy.
   • Use data to drive continuous improvement and long-term enrolment sustainability.
   • Provide strategic advice on tuition pricing strategy, program value positioning, and market affordability considerations.
8. Strategic Leadership & Governance
   • Serve as a core contributor to the University Management Team for decision-making, ensuring alignment between market strategy, academic priorities, and institutional growth.
   • Provide strategic advice to the President and Board on student demand, market trends, global higher education dynamics, and competitive positioning.
   • Lead and develop large cross-functional teams across marketing, recruitment, admissions, and student engagement.
   • Foster a culture of performance, collaboration, and continuous improvement.

REQUIREMENTS

Qualification and Experience

• Bachelor’s degree required; Master's degree preferred.
• Extensive senior leadership experience (12–18+ years) in higher education marketing, student recruitment, enrolment strategy, or institutional growth.
• Proven track record delivering strategic enrolment growth aligned with academic quality and institutional positioning.
• Demonstrated experience in staff development and managing large teams.
• Experience aligning recruitment with program strategy, academic standards, and long-term sustainability.
• Strong experience in international student recruitment and global market engagement preferred.
• Experience in developing or scaling a university, campus, or emerging-market institution is highly desirable.
• Strong cultural intelligence, adaptability, and commitment to inclusive leadership.
• Experience in the higher education sector in Vietnam preferred.

Key skills and Competencies

• Visionary leadership in institutional positioning and student growth.
• Strategic thinking with the ability to execute in complex environments.
• Strong understanding of student demand, market dynamics, and global higher education.
• Exceptional stakeholder management across academic and executive leadership.
• Ability to inspire, develop, and lead high-performing teams.
• Data-driven decision making and performance orientation.
• Entrepreneurial mindset and commitment to continuous improvement.

Key Performance Indicators (KPIs)

• Achieve enrolment growth aligned with academic quality and institutional positioning.
• Strengthen the University’s brand as a globally relevant, high-quality institution.
• Build diversified and sustainable domestic and international student pipeline.
• Improve conversion, student profile quality, and scholarship effectiveness.
• Ensure strong alignment between recruitment, academic planning, and institutional strategy.
• Enhance recruitment efficiency, predictability, and data-driven decision making.
• Support long-term institutional sustainability and accreditation ambitions.

Child Protection Statement

Millennia Education is committed to safeguarding and promoting the welfare of all the students in our care and expects all applicants, staff, third party providers, volunteers, and visitors to share this commitment. We follow safe recruitment practices and appointments that are subject to an interview, satisfactory references, identity check, and criminal record check.

At Millennia Education, we are committed to providing a word class, safe, happy environment in which children and young people can thrive and learn. We are committed to safeguarding and promoting the welfare of all our pupils where we embrace all race, abilities, religions, genders, and cultures.