Director Marketing

Reports to :Chief Executive Officer (CEO)

Location : Republic Campus, London (with travel to other MLA locations as required)

Role Purpose

The Director of Marketing provides strategic and operational leadership of marketing and communications at MLA College, strengthening the institution’s reputation, market position and sustainable student recruitment. The Director of Marketing is responsible for developing a distinctive MLA brand, generating high-quality prospective student enquiries and delivering measurable marketing activity across UK and international markets.

Working in a lean and growing organization, the role combines institutional-level strategic leadership with practical oversight of campaigns, digital channels, content and marketing performance. The role works closely with Business Development, Admissions, Academic and Operational teams, while respecting their separate responsibilities for recruitment partnerships, admissions decisions and the student experience.

Key Responsibilities

Strategy, brand and reputation

• Develop and deliver a marketing and communications strategy aligned with MLA’s institutional objectives, approved growth plans and student recruitment priorities.
• Build a consistent, credible brand and clear positioning for MLA College, its degree-awarding status, programmes and modes of study.
• Lead institutional messaging, public relations, reputation management and internal and external communications, including major announcements and launches.
• Ensure marketing materials accurately reflect programme approval and validation arrangements, the student experience and MLA’s regulatory obligations.

Student recruitment and marketing delivery

• Plan and deliver integrated campaigns that generate qualified enquiries for undergraduate and postgraduate programme, including online and in-person provision.
• Lead marketing activity supporting the launch and growth of Republic Campus, future campuses and new programme, with clear campaign milestones and enrolment objectives.
• Oversee the website, search, paid advertising, email, social media, prospectuses, events and other recruitment marketing channels.
• Work with Business Development on regional campaigns, partner and agent marketing materials, and market-specific positioning; work with Admissions to improve enquiry handover and applicant communications.
• Use audience insight and market research to shape campaign messages, propositions and channel investment.

Performance, governance and leadership

• Own marketing budgets, campaign forecasts, supplier and agency relationships, and demonstrate effectiveness and value for money.
• Establish reporting across the prospective student journey, including enquiry quality, conversion, cost per enquiry, cost per enrolment and attributable tuition fee income.
• Work with Admissions, Business Development and Registry to maintain reliable definitions and data flows across marketing, CRM, applications and enrolments.
• Ensure marketing communications meet relevant UK advertising, consumer protection, privacy and data protection requirements, alongside MLA’s own policies.
• Lead, coach and develop a small, high-performing marketing team, balancing accountability for outcomes with direct involvement in delivery.
• Provide clear performance reports, analysis, risks and recommendations to the CEO and relevant institutional committees.

Key KPIs

• Qualified enquiries and enquiry-to-application conversion by programme and market
• Application-to-enrolment conversion, assessed jointly with Admissions
• Cost per qualified enquiry, cost per enrolled student and marketing return on investment
• Student recruitment campaign contribution against institutional targets
• Website performance, digital engagement and campaign effectiveness
• Brand reach, reputation and awareness in priority markets
• Marketing budget performance and timely campaign delivery

Experience & Qualifications

• Degree or equivalent professional experience in marketing, communications or a related discipline; a relevant professional qualification is desirable.
• Substantial marketing experience, including at least three years in a senior leadership role.
• Strong track record in brand development, integrated digital marketing and measurable acquisition or recruitment activity.
• Experience of higher education, international education or another regulated, service-led sector is highly desirable.
• Evidence of commercial judgement, budget management, data-led decision-making and effective management of agencies and teams.
• Ability to work confidently with executive colleagues while remaining hands-on in a developing organization.

• Strategic and commercial judgement
• Brand stewardship
• Student-centered communications
• Digital marketing and analytics
• Collaborative leadership
• Clear communication and influencing
• Delivery focus and adaptability

Success Measures

• MLA has a distinctive, trusted brand and stronger visibility in its priority markets.
• Marketing delivers a predictable and measurable pipeline of appropriately qualified prospective students.
• Campaigns support successful programme and campus launches within agreed budgets.
• Marketing, Business Development and Admissions operate as a joined-up recruitment journey with clear accountability.
• Marketing information is accurate, compliant and consistent across channels.
• The Marketing team is engaged, capable and effective in a lean operating environment.

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