Marketing Manager

IMPORTANT!
The minimum English level required is B2 (Upper Intermediate).
Please submit your CV in English — applications in other languages will not be reviewed!

About Us: 

Coventry University, founded in 1843, is a forward-looking, modern institution with a proud tradition of providing high-quality education. Students benefit from state-of-the-art equipment and facilities across various academic disciplines, including business, computing, health, design, engineering, and performing arts. Coventry University has been described by Times Higher Education as “one of the most innovative modern universities, bold in its vision of the 21st-century student experience”.

Job Purpose:

The postholder will be responsible for developing, planning, and implementing a comprehensive marketing, communications, and recruitment strategy that:

Attracts and converts prospective students from Kazakhstan, Central Asia, and international markets. Builds and enhances the University’s reputation, brand, and visibility. Integrates data-driven customer relationship management and innovative communications to deliver exceptional prospective student experiences. Aligns marketing and recruitment initiatives with the University’s growth and financial sustainability goals.

Main Duties and Responsibilities: 

1. Recruitment and Conversion Strategy

Closely work with the Student Recruitment and develop, implement, and oversee the University’s student recruitment and conversion strategy across local, regional, and international markets.

Lead the design and delivery of innovative recruitment campaigns – including open days, exhibitions, school/college outreach, and virtual engagement – integrated with digital and direct communication tactics.

Set clear and measurable recruitment targets and KPIs; track, evaluate, and optimise campaigns and events to achieve goals.

Closely work with Admissions, Student Services, and Academic departments to align recruitment and conversion activities with academic and operational priorities.

Expand the University’s engagement strategy nationally, building relationships to drive lead generation.

2. Customer Experience and CRM Management

Develop a comprehensive customer journey strategy, shaping all touchpoints (events, digital, and direct communications) to increase engagement and conversion rates.

Define CRM requirements and act as the key liaison between technical teams and external relations to ensure the system meets business needs.

Drive CRM governance, data integrity, and segmentation strategies to deliver personalised and effective communication.

Develop a prospective student communication plan (from first enquiry to enrolment) with clear KPIs for conversion and engagement.

Regularly review CRM-driven campaigns and recommend improvements to enhance ROI and conversion outcomes.

3. Brand and Media Leadership

Oversee the development and protection of the University’s brand and reputation through media, PR, and digital channels.

Act as a senior spokesperson when required, maintaining strong relationships with local, regional, and international media.

Lead press campaigns, crisis communications, and proactive media engagement to strengthen institutional visibility.

Ensure consistency of messaging across all marketing, communications, and recruitment materials.

4. Financial and Team Management

Manage the Marketing & PR Department budget, ensuring effective allocation of resources and measurable ROI.

Lead, mentor, and develop a multi-functional team covering recruitment marketing, CRM and digital communications, and corporate relations.

Build a performance-driven culture, fostering innovation and professional growth.

5. Market Insight and Reporting

Develop a data-driven insights framework to analyse customer needs, competitor activity, and market trends.

Oversee customer feedback mechanisms and embed continuous improvement practices.

Report regularly to the Senior Leadership Team on recruitment performance, market positioning, and brand reputation, providing strategic recommendations.

6. Other Responsibilities

Undertake any other duties within the scope of the role, as directed by Senior Leadership Team.