BCU is a diverse and inclusive learning community of over 30,000 students from more than 100 countries. We are committed to providing a transformational educational experience, supporting world-class research, and fostering a collaborative and supportive working environment. Our student demographic reflects the rich cultural and ethnic diversity of Birmingham itself, with a significant proportion of students from racially minoritised backgrounds. This diversity is a strength, and it calls for a workforce that is equipped to challenge deficit narratives and thinking — those assumptions that position students from underrepresented groups as lacking rather than recognising their assets and potential.
Role Summary
We are seeking a forward-thinking, experienced and exceptional International Conversion Manager to lead and develop Birmingham City University’s international conversion strategy. This is a pivotal and strategic role within the Marketing, Recruitment and Communications (MRC) Directorate.
Reporting to the Associate Director International Recruitment, you will lead the international conversion team in delivering targeted, data-led and customer-focused conversion activity. You will drive continuous improvement in outbound communications, refine annual conversion campaigns, and oversee the measurement of performance metrics to maximise enrolment outcomes.
Working collaboratively with colleagues across MRC and the wider University, you will ensure campaigns are innovative, compliant and aligned with institutional priorities. You will play a critical role in engaging and nurturing prospective international students at every stage of their journey, from enquiry through to enrolment.
The role includes international travel and occasional weekend working.
Key Responsibilities
* Develop and implement a global conversion strategy and annual plan aligned to market priorities, programmes and intakes.
* Lead, manage and coach the international conversion team, fostering a high-performing and customer-focused culture.
* Oversee the development and delivery of multi-channel conversion campaigns (email, phone, WhatsApp, webinars, virtual events and direct communications) to increase enrolment rates.
* Deliver tailored, region-specific campaigns for priority markets in collaboration with overseas teams.
* Manage CRM and marketing automation systems to segment, nurture and convert applicants effectively.
* Ensure academic teams are actively engaged in international conversion activity, working closely with MRC Business Partners.
* Drive the use of innovative, data-led approaches to improve conversion performance across the recruitment funnel.
* Produce regular performance reports and insights to inform strategic decision-making.
* Ensure all activity complies with UK GDPR and data protection regulations.
* Conduct market research, attend recruitment events, and provide expert advice on international conversion opportunities.
* Educated to degree level and/or holding a relevant professional qualification.
* Substantial experience in international recruitment within the higher education sector.
* Extensive experience managing CRM marketing functions (client or agency side), preferably within Higher Education.
* Demonstrable experience of developing, delivering, evaluating and optimising multi-channel, segmented CRM nurture and conversion campaigns.
* Strong knowledge of CRM and marketing automation systems (preferably Microsoft Dynamics), data capture platforms and analytics tools.
* In-depth understanding of the international recruitment journey and student application lifecycle.
* Excellent written and verbal communication skills, with the ability to tailor complex information to different audiences.
* Strong analytical skills with experience in data visualisation and performance reporting.
* Sound knowledge of UK data protection regulations and their application to CRM data management.
* Experience of building and sustaining effective internal and external stakeholder relationships.
* Experience of working with overseas recruitment teams and education agents.
* Experience managing digital content development to support conversion activity (e.g. videos, testimonials, blogs, social media).
* Experience of leading change or transformation initiatives within recruitment or marketing functions.
For an informal discussion about the role, please contact Yusuff Kaffo, Associate Director International Recruitment, at yusuff.kaffo@bcu.ac.uk.
Further Information
If you want to be part of a team shaping the future of international recruitment at BCU, we’d love to hear from you.
Why not take a look at the interactive map that shows the facilities across campus.
The appointed candidate will normally be employed through our subsidiary company BCU Support Services Limited, a wholly owned subsidiary of Birmingham City University. Appointees with prior LGPS membership who wish to enter the LGPS scheme will be able to do so and will be employed by Birmingham City University directly.
Please note that this post may be eligible for sponsorship under the Skilled Worker visa route if your individual circumstances enable this in accordance with the Skilled Worker visa rules. For more information on how the Skilled Worker visa rules may apply to you please visit: https://www.gov.uk/skilled-worker-visa
Equality, Diversity & Inclusion
We are committed to equality, diversity and inclusion and to an environment that supports lawful free speech and academic freedom. We will continuously review and improve our policies, practices, and procedures to ensure that we are promoting these in all aspects of our operations. We believe that by working together, combining our many different backgrounds and life experiences, we will empower each other to reach our full potential.
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