Head of Market Research & Analysis

An excellent opportunity has arisen for a Head of Market Analysis and Research, which is a strategically important post designed to inform, drive and shape the university’s global programme portfolio development and recruitment strategy. The Head of Market Analysis and Research at Heriot-Watt University is a strategically important post designed to inform, drive and shape the university’s global programme portfolio development and recruitment strategy.

Reporting directly to the Global Marketing Director and working with a wide range of senior stakeholders across the University, you will provide a range of management information and business intelligence frameworks and tools to equip faculty and marketing and recruitment staff across our global campus footprint with the insight and foresight they need to deliver portfolio sustainability and growth. You will be responsible for developing and delivering our annual insight plan linked to strategic performance indicators and will take the lead in areas including competitor analysis, environmental scanning, campaign analysis and persona development.

Passionate about data and its power to drive effective decision making and strategy, you will have exceptional analysis, market research and persuading and influencing skills and will work across a matrix of teams collaboratively and with a shared sense of common goals and purpose to drive forward effective strategy for the institution. The successful candidate will have exceptional knowledge of university sector challenges and opportunities as well as advanced analysis skills utilised in a higher education context. Experienced in the use of both qualitative and quantitative market research methodologies as well as statistical analysis skills, you will be comfortable working independently and with wider virtual teams to deliver individual tasks and wider projects.

You will be strategic in your approach; being able to influence senior decision makers through the ability to unlock the stories behind the data and establish how it should inform strategic decision making. Resilient yet structured in your work, you can work under pressure and to tight deadlines whilst ensuring priorities are aligned to strategic imperatives. Working closely with other senior colleagues, you will also provide input to our pricing strategies and broader insight as needed for specific marketing and recruitment related activities.

Key Duties & Responsibilities

• Develop and implementation of a framework for programme/course portfolio review, development and annual health check.
• Framework for annual pricing, entry requirements and equivalencies review to be delivered in partnership with student recruitment teams.
• Competitor and campaign analysis, horizon scanning and persona development.
• Developing and delivering research and analysis to support institutional understanding of both prospective and current students’ changing demographics, motivations, and needs to inform academic delivery and the wider student experience, including the student journey.
• Framework and tools to deliver brand tracking – delivered with relevant teams across marketing and communications.
• Framework and tools to deliver competitor analysis, tracking and monitoring.
• Co-develop (with Planning team) effective range of Management information dashboards to monitor reputation and recruitment progress.
• Support Global Marketing and Recruitment team in delivery of Global Marketing metrics dashboards and associated reporting tools.
• Effective line management of marketing insight team including dotted line responsibility for market insight staff that are/may be located at our Dubai and Malaysia campuses.
• Lead presentations and facilitate discussions with University Executive and Court regarding future market positioning and portfolio development.

Essential & Desirable Criteria

• You will have worked as part of a broad team to deliver wide reaching analysis and be able to provide evidence of its impact at a strategic level.
• Experience in development of relevant MI and BI tools and dashboards will be key, as will knowledge of the latest reporting tools and their use.
• You must be a confident and effective leader, able to influence at the highest level of an organisation.
• You should hold a degree and ideally a professional qualification in Market Research and/or analysis.
• In depth knowledge and experience of product portfolio analysis and development.
• Experience of monitoring organisational performance in Higher Education – both reputation and recruitment.
• Able to build strong relationships and shared plans with a wide range of stakeholders.
• Be a self-starter with the ability to successfully manage multiple priorities in a complex, global environment.
• An excellent understanding of the global higher education market.
• Experience of commissioning market research and insight – both qualitative and quantitative.
• Experience and evidence of influencing strategy and direction of travel through work with senior leaders.
• Strong understanding of and ability to analyse large volumes of statistical data using relevant tools e.g. SPSS.
• Superlative written and verbal skills as well as strong presentation skills.
• An approach to the role which is resourceful, creative and results oriented with high energy and a positive attitude.
• You will ideally be working/have worked in higher education and/or have in-depth knowledge and understanding of the environment and current challenges.
• Experience in a Scottish and/or global higher education environment would be an additional advantage.
• Line management experience would be preferred but not essential.
• An ability to guide and influence the work of others will be important.
• Experience of working in a global organisation and of data sources from outside of the UK would also be an advantage.

How to Apply

Applications can be submitted up to midnight (UK time) on Thursday 2nd April 2026. Please submit your CV & covering letter via the Heriot-Watt on-line recruitment. We welcome and will consider flexible working patterns e.g., part-time working and job share options.

Heriot-Watt University is committed to securing equality of opportunity in employment and to the creation of an environment in which individuals are selected, trained, promoted, appraised, and otherwise treated on the sole basis of their relevant merits and abilities. Equality and diversity are all about maximising potential and creating a culture of inclusion for all.

The Marketing, Recruitment, Admissions and Communications Group is at the heart of attracting, engaging and delivering exceptional student and stakeholder experiences. From award-winning marketing campaigns, global student recruitment activities, and communications that put Heriot-Watt on the global stage, our Group delivers professional services that support the University’s strategic ambitions.

We’re on a journey to improve our market awareness, customer insights, and put data at the heart of decision-making for the Group. At Heriot-Watt we are passionate about our values and look to them to connect our people globally and to help us collaborate and celebrate our success through working together.

Our research programmes can deliver real world impact which is achieved through the diversity of our international community and the recognition of creative talent that connects our global team. Our flourishing community will give you the freedom to challenge and to bring your enterprising mind and to help our partners with solutions that can be applied now and in the future. Join us and Heriot Watt will provide you with a platform to thrive and work in a way that also helps you live your life in balance with well-being and inclusiveness at the heart of our global community.