ASU London - Head Of Domestic Recruitment & Widening Participation

REPORTS TO: Executive Director Enrolment Management
SALARY: £70,000 to £80,000
LOCATION: London/Hybrid (minimum 3 days per week on campus)
CONTRACT: Permanent, full-time

ABOUT THE ROLE

This is a strategic leadership role responsible for driving domestic student engagement and widening participation at ASU London and accountable for achieving target enrolment volumes and revenue. The postholder will lead initiatives targeting international students already based in the UK (UKI) and home students and underrepresented groups within the UK, delivering a balanced strategy across these priorities.

The role is strategic and outreach-focused, with no responsibility for admissions decisions or immigration compliance, which fall under the Head of Admissions & Immigration Compliance. The postholder will build and deliver recruitment campaigns, outreach programmes, and partnerships that support engagement, and progression into higher education for all target audiences.

KEY RESPONSIBILITIES

UKI Student Engagement

• Develop and implement a distinct recruitment strategy for UKI students, recognising their unique motivations and decision-making journeys
• Plan and deliver UKI student-specific events, webinars, and information sessions to drive awareness and interest
• Ensure that students are supported through personalised guidance, including advice on programme choices, application processes, to drive progression to application, offers and enrolment

Home Students & Widening Participation

• Develop and implement recruitment strategies targeting home students, including Widening Participation (WP) in accordance with Access and Participation Plan (APP) and institutional ethos
• Design and deliver outreach programmes in schools, colleges, and community settings to engage home and WP student segments
• Plan and execute events, open days, and campus visits tailored to home/WP audiences
• Build partnerships with schools, colleges, and local organisations to grow enrolment and enhance access
• Full accountability for the creation and implementation of the APP, including reporting and publication requirements

Outreach, Events & Partnerships

• Integrate the Enrolment Advisor team into outreach events, open days, and campaigns to maximise engagement and conversion for UKI and home/WP audiences
• Oversee the Student Ambassador Programme to support engagement across domestic and international audiences
• Represent ASU London externally to promote recruitment and access initiatives
• Collaborate with marketing to align messaging, campaigns, and communications for each student segment

Data, Insight & Performance

• Establish KPIs and reporting frameworks separately for UKI, home, and WP populations
• Analyse engagement and recruitment data for each population to inform strategic decisions and optimise impact
• Identify gaps, opportunities, and trends across all target segments
• Monitor and evaluate UKI engagement metrics and adapt strategies to maximise impact

Leadership & Team Management

• Lead and develop a high-performing team of Student Recruitment Officers and Enrolment Advisors to support student progression from enquiry to enrolment
• Set clear objectives, KPIs and SLAs and ensure delivery across UKI, Home, and WP priorities
• Foster a culture of collaboration, inclusivity, and continuous improvement
• Manage external partners and stakeholders to enhance engagement across all student segments

Other

• Undertake additional duties and projects as reasonably required, consistent with the responsibilities and skill set of the role.

KEY RELATIONSHIPS

• Senior leadership, to align recruitment, UKI strategy, and Widening Participation with institutional priorities
• Marketing, Admissions, and academic teams, to ensure a seamless student engagement journey
• Schools, colleges, community organisations, and pathway providers across the UK
• Sector bodies and networks relevant to widening participation and UKI engagement
• Build relationships with UK-based international schools, pathway providers, and relevant institutions to support UKI engagement
• Partner with Admissions to ensure a smooth transition from engagement to application submission
• Work closely with academic and professional services teams to align outreach initiatives with institutional objectives

SUCCESS IN THIS ROLE WILL INCLUDE

• Strong engagement, conversion, and enrolment outcomes for both UKI, Home, and WP student populations through a balanced strategic focus
• Successful implementation of a distinct UKI recruitment strategy
• Strong impact of outreach and Widening Participation initiatives
• Balanced strategic focus across UKI, Home and WP priorities
• A motivated, high-performing team
• Achievement of APP metrics

EXPERIENCE & QUALIFICATIONS

Essential

• Degree-level qualification or equivalent
• Significant experience in student recruitment and/or widening participation within higher education
• Proven track record of delivering engagement strategies for multiple student segments
• Experience developing targeted strategies for home/WP and UKI students
• Strong understanding of the UK education landscape, including schools, colleges, and pathways
• Experience using data and insight to inform strategy and decision-making
• Proven experience managing and leading teams
• Willingness to travel within the UK.

Desirable

• Experience managing Access and Participation Plans or similar regulatory frameworks
• Experience building partnerships with schools, colleges, and pathway providers
• Experience working with UKI-focused recruitment channels or institutions

LEADERSHIP CAPABILITIES

• Strategic and target-driven, with strong commercial awareness
• Passionate about widening participation and social impact
• Collaborative and highly effective at stakeholder engagement
• Data-driven and results-oriented
• Strong communicator, able to engage diverse audiences
• Adaptable and comfortable operating in a fast-paced environment

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