Head of Student Recruitment, Outreach & Marketing

Main Duties and Responsibilities

• Develop and own a comprehensive student recruitment strategy aligned with institutional growth goals, enrolment targets, and brand positioning.
• Build an integrated annual recruitment plan that aligns traditional marketing, digital, social, community outreach, events, partnerships, and admissions activity.
• Translate institutional priorities into clear audience strategies (domestic, international onshore/ offshore, adult learners, specific programs, equity-seeking groups).
• Forecast enrolment pipelines and adjust strategies based on market demand, seasonality, and performance data.

• Ensure consistent messaging and timing across all recruitment channels
• Act as the central point of coordination between marketing, admissions, community outreach, faculty, alumni, and external vendors/agencies.

• In close collaboration with the global Growth Marketing & Customer Marketing teams, oversee lead generation and conversion strategy across digital channels.
• Set KPIs for each stage of the recruitment funnel 
• Use data and insights to rapidly adjust campaigns and reallocate budget.

• Lead strategy for high-impact recruitment events, both virtual and in-person.
• Support the Community Outreach Coordinators’ efforts to build partnerships
• Develop scalable event models that integrate follow-up nurturing.

• Partner closely with central and Canada Marketing, Admissions, Academics, Operations and Student services 
• Lead, coach, and develop a high-performing recruitment and outreach team.
• Manage agencies, consultants, and third-party partners where applicable.
• Foster a warm, student-centred culture focused on integrity, care, and conversion excellence 

• Build a data-driven recruitment culture, using dashboards, CRM data, and campaign analytics.
• Monitor performance by channel, segment, and program.
• Present insights and recommendations to senior leadership.
• Use research and competitive intelligence to inform strategy and positioning.

• Collaborate with the marketing team to ensure recruitment campaigns reflect a clear, compelling value proposition for prospective students.
• Maintain consistent tone, visual identity, and storytelling across all touchpoints.
• Incorporate student voices, outcomes, and success metrics into recruitment narratives.

• Test new channels, messages, technologies, and partnership models.
• Stay current on trends in higher education marketing, digital platforms, and student decision-making.
• Drive continuous improvement in cost-per-lead, yield, and enrolment quality.

Person Specifications

• with at least 5 years’ experience in Canadian higher education or Career College recruitment, where employment outcomes and career readiness are top priorities 

• Able to see the full recruitment ecosystem, connect channels, and design end‑to‑end student journeys.
• Thinks beyond individual campaigns to long‑term pipeline, brand, and enrolment health.

• Comfortable working across functions (marketing, admissions, academics, student services).
• Skilled at breaking down silos and aligning diverse teams around shared goals.
• Builds trust quickly with both internal stakeholders and external partners.

• Uses data, insights, and market intelligence to guide decisions.
• Balances creativity with ROI, conversion metrics, and enrolment yield.
• Comfortable interpreting dashboards, trends, and performance reports.

• Accountable for outcomes, not just activity.
• Sets clear priorities, manages trade‑offs, and drives execution.
• Maintains momentum during peak recruitment cycles and under pressure.

• Clearly articulates vision, priorities, and expectations.
• Adapts messaging for different audiences (faculty, prospective students, partners).

• Open to experimentation, testing, and continuous improvement.
• Curious about new platforms, technologies, and approaches to student engagement.
• Comfortable leading through ambiguity and evolving market conditions.

• Demonstrates empathy for diverse student journeys and decision‑making processes.
• Committed to access, inclusion, and ethical recruitment practices.
• Keeps student needs and outcomes at the centre of strategy.

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