About the University and the Role
The University of Sunderland is an ambitious, learner-centred institution committed to delivering education of real value to individuals and communities worldwide. Our Hong Kong campus supports students across a diverse range of programmes, helping learners build career-ready skills through practical, industry-aligned education.
As the Student Recruitment Manager, you will play a leadership role in strengthening our local market position and expanding B2C student enrolments through high-impact, performance-led marketing and recruitment strategy. You will lead strategy, direct delivery, and use KPI performance and customer insight to optimise the full student recruitment funnel from enquiry generation through applications and into confirmed enrolments and improve outcomes continuously.
Key Responsibilities
Growth Strategy & Enrolment Funnel Ownership
Own the end-to-end B2C recruitment funnel: enquiries → applications → enrolments (conversion).
Create, deliver, and optimise a B2C growth roadmap aligned to campus and university targets.
Design and execute recruitment initiatives that increase both volume and quality of leads.
Team Leadership & Performance Management
Lead and manage the Marketing and Recruitment teams, including goal-setting, coaching, and performance management.
Ensure clear accountability across team members and that activity is aligned to priorities and KPIs.
Create and maintain playbooks/toolkits for recruitment delivery (campaign templates, event plans, outreach materials).
Campaign & Recruitment Delivery (Integrated Marketing)
Collaborate with internal marketing stakeholders to deliver targeted campaigns across:
digital acquisition (e.g., paid/organic campaigns where applicable)
events, seminars, webinars, and information sessions
school/community outreach, fairs, and scheduled visits
Build and manage recruitment campaign timelines to ensure timely launch and operational readiness.
Ensure consistent brand delivery and high-quality student touchpoints across all activities.
Market Expansion, Partnerships and Competitive Intelligence
Identify and penetrate new markets and growth opportunities for B2C recruitment.
Develop and strengthen recruitment channels and partnerships (community/corporate/community links where relevant, and recruitment pathways that support B2C conversion).
Analyse competitor strategies, market trends, and student preferences; translate insights into actionable improvements.
Reporting, Insights and Executive Influence
Track and report on key KPIs including inquiries, applications, conversion rates, enrolment growth, and campaign performance.
Produce weekly analytical reports and performance updates for the Campus Director and leadership stakeholders.
Present data-driven insights to influence executive-level decision-making and resource allocation.
Planning, Budgeting & Resource Alignment
Develop action plans, budgets, and schedules for recruitment initiatives —ensuring effective use of resources.
Lead recruitment projects with strong governance: timelines, deliverables, and alignment to university priorities.
Branding, Compliance & Student Experience
Ensure all recruitment and marketing activity aligns with institutional branding, values, and compliance requirements.
Uphold a high standard of student experience across recruitment touchpoints to strengthen conversion and reputation.
What Success Looks Like
Within the first 6 months, you will:
Deliver sustained improvement in B2C recruitment performance (increased enquiries, stronger applications, improved conversion).
Establish a clear, measurable growth plan with prioritised initiatives, budgets, timelines, and KPI ownership.
Build a high-performing team culture focused on results, continuous improvement, and excellent student experience.
Strengthen recruitment channels and partnerships that drive consistent lead generation and conversion.
Embed a regular reporting rhythm (weekly dashboards and leadership-ready insights) to support fast decision-making.
Person Specification
Essential Criteria
Proven experience in marketing growth, recruitment, or enrolment management, preferably within education/higher education or a closely related B2C environment.
Demonstrable track record of delivering measurable outcomes using KPIs (conversion rates, lead generation, application volume, enrolment growth).
Strong leadership experience managing and developing teams (setting objectives, coaching, performance management).
Experience in planning and delivering integrated campaigns across multiple channels (digital and offline recruitment activities).
Strong analytical capability and ability to interpret performance data and turn insights into practical actions.
Excellent stakeholder management and communication skills, including the ability to present insights to executive leadership.
Strong understanding of brand alignment, governance, and compliance expectations in recruitment/marketing activity.
Desirable Criteria
Experience in developing international or multicultural recruitment contexts and/or regional markets.
Experience with student recruitment funnel optimisation and/or CRM-led conversion processes.
Familiarity with competitor analysis and market research methodologies.
Experience in building partnerships and expanding recruitment channels.
Competencies
Growth mindset and results orientation
Data-driven decision-making and continuous improvement
Strategic planning and operational delivery
Team leadership and talent development
Stakeholder influence and executive communication
Brand and quality mindset
Project management and delivery discipline
Immediate availability is preferred. Candidates will more experience will be considered for the Head of Student Recruitment role.
Remuneration Package
We offer an attractive remuneration package including:
Competitive salary
13th month salary
Quarterly bonus
Medical insurance
Birthday leave
Personal data provided by job applicants will be kept strictly confidential and will be used solely for employment related purposes. Only short-listed candidates will be contacted.
Learn more about us at https://www.sunderland.edu.hk/