CRM and Data Analyst

at  Heriot Watt University

JOB DESCRIPTION

Reporting to the Manager, Prospect Experience, the CRM and Data Analyst will work within a cross-functional team to shape and deliver effective communication strategies and plans to support the strategic objectives of our Marketing, Recruitment, Admissions and Communications (MRAC) teams. As part of a Global University, the incumbent would be expected to work collaboratively across teams in other campuses.
From engaging and exciting prospective students, to maximising the conversion through the intelligent application of our data, the role holder will act as a channel owner for CRM activities across the University along with the presentation of data across the student journey to support decision making.
The role will be based at the University’s campus in Putrajaya, the administrative capital of Malaysia.

• Ongoing maintenance and optimisation of CRM functions, eg. systems integration, system configuration and customisation, adjusting workflows, create data dashboards, etc.
• Champion CRM as a channel owner, driving forward to maximise its use across the student recruitment journey to drive engagement and conversion.
• Planning and implementation of CRM communication plans at university, school and subject level.
• Manage CRM marketing automation, integration and maintenance of ESP applications (Email Service Providers).
• Manage leads collection process and bulk data management.
• Create and maintain business process documentation and consider compliance in all business process analysis and redesign activities of CRM.
• Manage automation and integration of CRM with other platform related to marketing and student recruitment.
• Determine student recruitment trends and patterns from organising and analysing the student recruitment related data.
• Evaluate student recruitment performance metrics to identify areas to increase efficiency of student recruitment strategies and initiatives.
• Develop student recruitment forecasts and predictive models based on historical data and market trends to anticipate future student recruitment performance and support strategies planning.
• Create periodical reports to inform student recruitment metrics and present actionable information and insights to the department and management.
• Provide analysis of data set in visually engaging formats, such as charts, graphs, and interactive dashboards, to influence and contribute to decision making and thinking.
• Collaborate with the student recruitment team and other departments to provide data-driven insights and recommendations for optimising student recruitment strategies, programmes & tuition fees offering and prospective student segmentation.
• Support and provide accurate figures working with other teams within the university in determining Cost of Acquisition and all other related projects to ensure effective discharge of MRAC strategies.
• Monitor and audit data quality to ensure the accuracy, completeness, and integrity of student recruitment data.
• Be involved in recruitment activities to promote the university in education fairs, roadshows, Open Days and any other promotional activity for the university.
• Any other tasks deemed relevant in assisting the admissions & recruitment processes.
  Please note that this job description is not exhaustive, and the role holder may be required to undertake other relevant duties commensurate with the grading of the post and its general responsibilities. Activities may be subject to amendment over time as the role develops and/or priorities and requirements evolve.