CRM & Performance Reporting Manager - Dubai Campus at Heriot-Watt University

Dubai, Dubai, United Arab Emirates -

Full Time

Start Date

Immediate

Expiry Date

24 Apr, 26

Salary

0.0

Posted On

24 Jan, 26

Experience

5 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

CRM Platforms, Performance Reporting, Data Analytics, Power BI, Data Governance, Compliance, Lead Scoring, Propensity Modelling, Marketing Automation, Lifecycle Communications, Data Quality, Revenue Modelling, Forecasting, Collaboration, Training, Continuous Improvement

Industry

Architecture and Planning

Description

CRM & Performance Reporting Manager (Dubai) Grade: 7 Directorate: Marketing, Recruitment, Admissions & Communications (MRAC) Reports to: Associate Regional Director, Prospect Experience & Global Admissions Hub Overall Job Purpose: The CRM and Performance Reporting Manager is a mission-critical MRAC role responsible for owning the University’s CRM platform, performance reporting, and admissions intelligence capability across the region. The role exists to ensure MRAC leaders, Recruitment, Admissions, Finance, and Senior Leadership have accurate, timely, decision-grade data to drive student recruitment, admissions performance, revenue optimisation, cost-of-acquisition (CoA) control, and strategic planning. This role acts as the single point of accountability for CRM enablement, executive reporting, analytics, and data governance across the prospect-to-enrolment lifecycle, ensuring consistency, integrity, compliance, and scalability across campuses Why This Role Matters This role underpins MRAC’s ability to recruit effectively, manage risk, control cost, and make evidence-based decisions. Without it, the institution loses visibility, consistency, and strategic control across the student recruitment and admissions lifecycle. Core Accountability Areas 1. CRM Platform Ownership & Enablement Own the regional CRM platform (including Recruit and integrated systems) as the authoritative system for prospect, applicant, and admissions data. Ensure CRM usability, adoption, and optimisation across Recruitment and Admissions teams. Design, maintain, and continuously improve CRM workflows, automations, and processes to support recruitment, admissions, and conversion objectives. Lead CRM configuration, administration, access control, and release management in line with institutional priorities. Provide best-practice guidance, documentation, and training to ensure consistent and effective CRM usage across campuses. 2. Performance Reporting & Executive Intelligence Own and deliver all MRAC performance reporting, including: Intake performance (UG, PGT, PGR, Foundation/ADEP) Conversion metrics across funnel stages Revenue, scholarship, discount, and commission metrics Recruiter-level and team-level performance dashboards Design, build, and maintain Power BI dashboards and reporting tools that provide real-time, decision-ready insights to: MRAC Heads Finance Senior Leadership Team (SLT) UE / GOE governance groups Lead SLT intake updates, census reporting, and end-of-intake executive summaries and infographics. Ensure reporting outputs are consistent, auditable, and trusted as the single source of truth. 3. Data Analytics, Planning & Cost of Acquisition Lead analytics across the recruitment and admissions lifecycle, including: Cost of Acquisition (CoA) modelling and forecasting Scholarship and discount impact analysis Revenue yield and intake planning scenarios Market share and competitive performance analysis Partner closely with Finance, Recruitment, and Planning to align forecasts, reconciliations, and assumptions. Support strategic planning cycles (e.g. November and March planning) with robust data models and insight. Translate complex datasets into clear, actionable insight for senior stakeholders. 4. Lead Scoring & Propensity Modelling Lead the development and continuous optimisation of lead scoring and propensity models to prioritise prospects based on likelihood to apply, convert, and enrol, using behavioural, demographic engagement, and historical conversion data. Work with Recruitment, Admissions, and Marketing to ensure lead scores are operationalised within the CRM to: Focus recruiter effort on high-propensity prospects Optimise timing and intensity of outreach Improve conversion efficiency and cost-of-acquisition Design, test, and refine scoring logic using data-driven and evidence-based approaches, incorporating sensitivity analysis and performance monitoring to ensure models remain accurate and fair across markets and intakes. Translate propensity insights into actionable dashboards and recommendations for recruitment strategy, channel investment, and lifecycle communications. 5. Data Governance, Compliance & Integrity Act as MRAC’s lead for data governance, ensuring data quality, integrity, and consistency across systems. Own and oversee data hygiene initiatives, validation rules, and exception monitoring. Ensure compliance with GDPR, DPIA, and institutional data protection requirements, working with legal and governance teams as required. Maintain clear documentation of data definitions, reporting logic, and governance standards. 6. Marketing Automation & Lifecycle Support (in partnership) Support and enable lifecycle communications and marketing automation in collaboration with Marketing and Prospect Engagement colleagues. Provide CRM and data expertise to support: Drip campaigns and mailer automation Open Day, programme, and tactical communications Timing and optimisation of prospect engagement Ensure automation activity is measurable, governed, and aligned to conversion outcomes. 7. Regional Standardisation & Capability Building Lead the standardisation of CRM, reporting, and analytics practices across Dubai and Malaysia, aligned with global frameworks. Work collaboratively with UK and EU counterparts to ensure consistency while respecting regional needs. Deliver training, guidance, and capability-building initiatives to strengthen MRAC data maturity across campuses. Act as a trusted partner to Admissions Managers, Recruitment Managers, Academic stakeholders, and central services. 8. Operational Leadership & BAU Resilience Ensure continuity and resilience of critical MRAC BAU functions, including: Admissions inbox and enquiry management oversight (process and data perspective) Inbound admissions telephony and LiveAdmins webchat / WhatsApp reporting FSAC metrics related to CoA, revenue, and intake performance Proactively identify operational risks related to data, systems, or reporting and implement mitigation plans. Support peak-intake periods with increased reporting cadence and insight. 9. Future Readiness & Innovation Shape the future roadmap for CRM, reporting, and analytics in line with MRAC and institutional strategy. Identify opportunities for: Advanced automation Predictive analytics AI-enabled insight (where appropriate and governed) Ensure the CRM and reporting ecosystem is scalable, sustainable, and not dependent on single-person knowledge. Key Relationships Global MRAC Director Regional Director of MRAC Associate Regional Director, Prospect Experience and Global Admissions Hub MRAC Heads MRAC colleagues Recruitment and Admissions Managers (all campuses) Finance and Planning IT, Product, Digital Transformation, and Systems teams Senior Leadership and governance forums (SLT, UE, GOE) Knowledge, Skills & Experience Essential Significant experience owning and operating CRM platforms within a complex organisation. Strong expertise in performance reporting, dashboards, and analytics (Power BI or equivalent). Proven ability to translate complex data into executive-level insight. Experience working with recruitment, admissions, or commercial funnels. Strong understanding of data governance, data quality, and compliance principles. Ability to influence and lead without direct line management authority. Desirable Experience within Higher Education or similarly regulated, multi-stakeholder environments. Experience with cost-of-acquisition, revenue modelling, or financial analytics. Exposure to marketing automation and lifecycle communications. Experience working across multiple regions or campuses. Personal Attributes Highly analytical, structured, and detail-driven. Calm and credible under pressure, particularly during peak intake periods. Confident working with senior leaders and executives. Collaborative, enabling others while retaining clear ownership. Forward-looking, with a continuous-improvement mindset. Education & Professional Background A degree in Data Analytics, Information Systems, Data Science, Computer Science, Business Analytics, Statistics, Economics, Marketing, or a related discipline, or equivalent demonstrable professional experience. Postgraduate qualification or professional certification in data analytics, business intelligence, CRM, or digital transformation is advantageous. Continuous professional development in data, analytics, CRM platforms, or automation technologies is strongly encouraged. Data Analytics & Business Intelligence (Essential) Advanced experience designing and delivering Power BI dashboards, including: Data modelling Performance, forecasting, and scenario analysis Row-level security and controlled executive access to dashboards Performance optimisation and refresh governance Strong capability in data analysis across recruitment, admissions, and revenue funnels, including: Conversion analysis by stage, market, channel partners i.e. agents, and recruiter Cost of Acquisition (CoA) modelling and sensitivity analysis and forecast as a result of changes to one ore more variables like: to changes in one or more variables such as: Conversion rates Scholarship levels Agent vs direct mix Offer-to-deposit Spend or channel mix Scholarship and discounting policy changes Scholarship, discount/abatement, and yield impact analysis Ability to transform raw, multi-source datasets into clear, decision-ready insight for senior leadership. Experience producing executive-ready outputs (SLT packs, census reporting, infographics, and governance submissions). CRM & Systems Expertise (Essential) Proven hands-on ownership of enterprise CRM platforms (e.g. Ellucian Recruit, Salesforce, MS Dynamics, or equivalent). Strong understanding of: CRM data architecture and relational data models Workflow design, automations, and lifecycle triggers Integration with admissions systems, marketing platforms, telephony, and webchat tools Experience managing CRM governance, including: User access and role management Data standards and validation rules System change control and documentation Ability to bridge technical teams and non-technical stakeholders, translating business needs into scalable CRM and reporting solutions. Applied Analytics & Decision Support Demonstrated ability to apply analytics to: Intake planning and forecasting Resource planning and recruiter performance management Market share and competitive analysis Comfortable working with ambiguity, incomplete datasets, and fast-moving intake cycles while maintaining analytical rigour. Strong judgement in balancing speed vs accuracy in high-stakes decision environments.

Responsibilities

The CRM & Performance Reporting Manager is responsible for owning the University’s CRM platform and delivering performance reporting and admissions intelligence. This role ensures that decision-grade data is available to drive student recruitment and admissions performance.