Marketing and CRM Manager

The Marketing & CRM Manager plays a central role in implementing the University’s marketing strategy, brand positioning, and student engagement. This role involves collaborating closely with colleagues across Marketing, Communications, Recruitment, and Applicant Services to lead the planning.

Applicants are also requested to complete an application form which is available in the following link and select the appropriate post reference:

https://www.middlesex.mu/about-mdx-mauritius/work-with-us

JOB DESCRIPTION

Job Title:                    Marketing & CRM Manager

Campus:                     Mauritius

Reporting to:             Head of Marketing, Student Recruitment and Admissions

Overall Purpose:

The Marketing & CRM Manager plays a central role in implementing the University’s marketing strategy, brand positioning, and student engagement. Reporting to the Head of Marketing, Student Recruitment and Admissions, this role involves collaborating closely with colleagues across Marketing, Communications, Recruitment, and Applicant Services to lead the planning, delivery, and optimisation of integrated marketing campaigns, supported by effective CRM management and data-driven decision-making.

The role is responsible for ensuring that marketing, communications, and CRM activity are aligned with student recruitment objectives across local and international markets. The Marketing & CRM Manager will oversee campaign planning, digital performance, and lead nurturing strategies to strengthen the University’s visibility, enhance the student journey, and support conversion from enquiry through to enrolment.

The role also leads the effective implementation and optimisation of the University’s CRM system, ensuring strong pipeline management, accurate reporting, and improved engagement with prospective students and stakeholders.

Acting as a key link between teams, the postholder will ensure that insights, data, and market intelligence inform campaign development, messaging, and engagement strategies. The role will also safeguard brand consistency, support institutional reputation, and ensure that marketing initiatives effectively communicate the University’s academic strengths, student experience, and global outlook.

Principal Duties:

Marketing Strategy and Campaign Delivery

• Develop and implement integrated marketing plans aligned with recruitment targets, institutional priorities, and programme growth areas.
• Lead the delivery of multi-channel campaigns across digital marketing, CRM, social media, events, partnerships, and media to drive awareness, enquiries, and applications.
• Ensure marketing initiatives effectively support undergraduate, postgraduate, foundation, and other programme recruitment priorities.
• Monitor campaign performance and recommend improvements to maximise reach, engagement, and conversion.

CRM Strategy, Implementation and Performance

• Lead the implementation and ongoing optimisation of the University's CRM system to support student recruitment, marketing effectiveness, and the full prospective student journey from enquiry to enrolment.
• Develop and manage structured CRM workflows covering enquiry capture, lead qualification, nurturing campaigns, offer-holder engagement, and conversion activities.
• Ensure all lead sources - including website forms, digital campaigns, events, school visits, agents, and enquiry channels - are effectively integrated into the CRM to enable accurate tracking and follow-up.
• Establish clear processes with the Marketing and Content teams for lead management, response timelines, and pipeline monitoring to ensure timely and consistent engagement with prospective students.
• Oversee audience segmentation and data structuring within the CRM to enable targeted and personalised communications by market, programme, level of study, and stage in the recruitment cycle.
• Design and manage automated communication journeys that support awareness, engagement, application progression, and offer-holder conversion.
• Work closely with the CRM users to ensure the CRM supports reliable reporting, recruitment forecasting, and performance tracking against institutional targets.
• Develop dashboards and reporting frameworks that provide visibility on campaign performance, enquiry trends, application pipelines, and conversion rates.
• Ensure high standards of data integrity, governance, and compliance within the CRM system, maintaining accurate and up-to-date datasets.
• Identify opportunities to enhance personalisation, improve prospective student engagement, and increase conversion through the effective use of CRM data and behavioural insights.
• Drive adoption and best practice use of the CRM across marketing, recruitment, and admissions teams through guidance, training, and process improvement.
• Ensure CRM activity aligns closely with marketing campaigns, recruitment priorities, and key institutional initiatives.

Brand Management and Institutional Positioning

• Protect and enhance the University's brand reputation by ensuring consistency in messaging, tone, and visual identity across all marketing and communication outputs.
• Act as a custodian of brand guidelines and provide guidance to internal stakeholders on brand standards and marketing best practice.
• Support initiatives that strengthen the visibility of academic excellence, research, innovation, and student outcomes.
• Oversee the development and delivery of marketing content across website, digital platforms, social media, and campaigns.
• Work with internal teams and external partners to produce engaging and high-quality content tailored to target audiences.
• Work closely with internal teams and external creative partners to produce high-quality visuals, videos, digital assets, campaign toolkits, and promotional materials aligned with brand guidelines.
• Ensure faculties, recruitment teams, and partners are provided with the appropriate marketing assets, content, and campaign materials to effectively promote programmes and initiatives.
• Oversee the planning and delivery of campaign creative across multiple channels including digital platforms, social media, website, advertising, email campaigns, and events.
• Maintain consistency, quality, and relevance of marketing content and assets across all communication channels.
• Identify opportunities to repurpose content and maximise the impact of marketing materials across markets and audiences.

Market Insight and Performance Monitoring

• Conduct market research and competitor analysis to identify opportunities, trends, and emerging priorities in student recruitment.
• Use data and insights to inform marketing strategies and campaign planning.
• Define and monitor KPIs and provide regular performance reports to senior management.
• Support the planning and management of marketing campaign budgets to ensure effective use of resources and strong return on investment.
• Monitor marketing expenditure and campaign effectiveness.

Events and Recruitment Campaigns

• Work closely with communication, recruitment and events teams to support marketing campaigns linked to Open Days, school outreach, fairs, webinars, and conversion activities.
• Ensure marketing initiatives effectively support the recruitment pipeline and prospective student engagement.

Stakeholder Engagement and Collaboration

• Build strong relationships with academic schools, applicant services, recruitment teams, and professional services to align marketing initiatives with institutional priorities.
• Provide marketing insights and support to academic programmes to strengthen visibility and recruitment outcomes.
• Work collaboratively with external partners, agencies, and stakeholders where required.

Team Collaboration and Reporting

• Work collaboratively within the Marketing, Student Recruitment, Communications and Applicant Services team to ensure coordinated delivery of initiatives and campaigns.
• Lead a team contributing to digital marketing, social media, design, and content development to support the delivery of recruitment campaigns and marketing initiatives.
• Provide direction and coordination to ensure marketing assets, digital activity, and campaign outputs are delivered to a high standard and aligned with recruitment priorities and brand guidelines.
• Provide regular updates and activity reports to the Head of Marketing, Student Recruitment and Admissions.
• Contribute to the continuous improvement of marketing processes, systems, and practices across the team.

The above list is not exclusive or exhaustive; the postholder will be part of the Recruitment, Marketing, Communications and Applicant Services team. The postholder will be expected to work closely with all team members, provide cover and assistance when necessary, and participate within the team as requested in areas such as communication and general office organisation. Other duties and projects will be added as required by the Head of Marketing, Student Recruitment and Admissions.

Flexibility 

Please note that given the need for flexibility in order to meet the changing requirements, the duties of this post and the role of the post holder may be changed after consultation.

PERSON SPECIFICATION

Job Title:        Marketing & CRM Manager

Selection Criteria:

Qualifications and Experience:

• Bachelor’s degree in Marketing, Communications, Public Relations, or a related discipline.
• A minimum of five years’ experience in progressively responsible roles across marketing, CRM, communications, ideally within a fast-paced and dynamic environment.
• Excellent communication and interpersonal skills, with the ability to build strong relationships with a wide range of stakeholders across diverse cultures and backgrounds.
• Demonstrated ability to think strategically and develop integrated marketing and communication strategies aligned with organisational priorities and objectives.
• Strong writing, editing, and proofreading skills, with the ability to produce clear, engaging, and audience-focused content across multiple communication channels.
• Proven experience delivering successful marketing campaigns, including the planning and execution of integrated 360-degree campaigns.
• Proven ability to effectively utilise and optimise marketing technologies including CRM systems, marketing automation platforms, content management systems, social media management tools, email marketing platforms, and digital analytics tools.

Middlesex University is working towards equality of opportunity.