Director of Enrolment and Marketing

Job description

Company Description AIHM was founded by Minor International, one of Asia’s largest conglomerates with presence on six continents. In partnership with leading academic institutes from the West, we offer a diverse range of internationally recognised qualifications, executive education and training in hospitality, business and management. What makes AIHM unique is our holistic and engaging approach to teaching, imparting practical and professional skills with a strong emphasis on career development and employability upon graduation. Our lecturers are not only experts in academia, but also have decades of experience in each of their respective industries. Based in Bangkok, business capital of the region, our students immerse in a multicultural lifestyle, building professional connections as they go. Throughout their studies, they are supported with career guidance, and as part of the Minor family, they enjoy preferred employment status upon graduation, as well as a professional network of almost 80,000 opening doors for them all around the world. Job Description 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. Key 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. Approve the marketing budget and review return on investment by channel and campaign. 4 Channel and partnership development Develop and manage the international agent network, including selection, contracting, training, performance review, commission governance, and compliance. Build relationships with feeder schools and educational counsellors across priority markets in ASEAN, South Asia, CIS countries, and beyond. Develop B2B partnerships with hotel groups for staff development pathways, including the Minor Hotels portfolio and external partners such as Four Seasons. Oversee the Minor Young Talents programme intake and other corporate scholarship channels, ensuring process integrity and stakeholder alignment. Build referral programmes leveraging current students, alumni, parents, and industry advocates. Lead the planning and execution of education fairs, school visits, agent summits, open days, and other recruitment events. 5 Data, performance, and analytics Build and maintain enrolment dashboards covering pipeline health, conversion rates, channel performance, scholarship efficiency, revenue per student, and cost per acquisition. Conduct competitive intelligence on peer institutions in Asia-Pacific, monitoring positioning, pricing, programmes, and recruitment practices. Lead post-intake reviews to identify root causes of variance versus budget and recommend corrective actions. Use data to inform scholarship policy, programme pricing, channel investment, and market prioritisation. 6 Team leadership and development Lead, coach, and develop the marketing and admissions teams across multiple geographies and functions. Provide direct leadership to the Assistant Director of Marketing, supporting the continued development of the marketing function while integrating it within the broader commercial strategy. Set clear individual KPIs aligned to institutional enrolment targets and conversion expectations. Build a culture of accountability, conversion discipline, data fluency, and student-centric service across the consolidated function. Identify capability gaps and lead recruitment, training, and structured development of team members, including assessment of the future need for additional leadership capacity in admissions. 7 Stakeholder and cross-functional engagement Partner with the Academic Affairs Departments on programme positioning, intake calendar alignment, and student readiness for academic delivery. Collaborate with Finance on revenue forecasting, scholarship cost management, and budget governance. Coordinate with Student Engagement on yield activities and continuity of student experience from enrolment to onboarding. Represent AIHM at industry events, education fairs, school visits, and partner conferences. Qualifications Bachelor’s degree required. Master’s preferred in Marketing, Business Administration, Education Management, or related discipline. 8+ years of progressive experience in higher education admissions, enrolment management, or commercial leadership, with at least 3 years in a senior leadership position, ideally with experience as part of an executive or institutional leadership team. Demonstrated track record of leading admissions teams and meeting or exceeding enrolment and revenue targets in a multi-programme, multi-channel environment. Direct, hands-on experience managing international student recruitment and agent networks across diverse geographies. Strategic understanding of marketing, brand, and digital lead generation, with the capacity to direct a marketing function through a senior deputy. Experience in hospitality education, hospitality operations, or premium services and luxury brand environments is strongly preferred. Working knowledge of CRM platforms (HubSpot, Salesforce, Slate, or equivalent) and digital marketing technology stacks. Multilingual capability: English fluency required. Thai is a strong advantage. Additional Asian languages (Mandarin, Burmese) are valued. Experience operating within international academic partnerships, franchise arrangements, or association structures. Familiarity with the Thai higher education regulatory environment (MUA) is desirable. Strategic thinking with operational delivery: capacity to set direction and execute through teams. Commercial acumen: understanding of unit economics, scholarship return on investment, and channel cost-effectiveness. Data fluency: comfort with dashboards, conversion analysis, forecasting, and structured performance review. Brand sensibility: instinct for premium positioning in education and hospitality. Cross-cultural leadership: capacity to lead distributed teams across Thailand, Myanmar, and international markets. Stakeholder management: credibility with academic partners, corporate clients, the parent company, and regulators. Change leadership: capacity to consolidate the marketing and admissions functions and drive performance improvement. Communication: clarity in written, verbal, and presentation contexts with internal and external audiences. Resilience and adaptability: ability to deliver under pressure across cyclical recruitment peaks. Additional Information