ASU London - Head of International Recruitment

The Head of International Recruitment leads ASU London's international recruitment function, with responsibility for driving international student enrolment growth and revenue performance. The Head of International Recruitment is responsible for managing the delivery of ASU London's international recruitment strategy via both internal teams and key external partners. They will work to achieve ambitious targets that will include both enrolment and revenue volumes and will ensure high-quality international applicants are sourced regardless of channel, acting as a key gatekeeper when necessary.

As the lead for international recruitment, the Head of International Recruitment will lead the ASU London International Recruitment Team working collaboratively with our strategic international recruitment partners, providing support, guidance and management where necessary. Building and maintaining strong relationships with key external stakeholders will be a significant element of the role.

The postholder will be expected to implement a data-driven approach to monitor performance, risk and opportunities across the full student recruitment lifecycle—from lead generation through to enrolment. Alongside their work with key external partners, they will focus on building a high-performing, conversion-focused recruitment operation while ensuring a high-quality prospective student experience.

The role operates at a senior level within a complex, multi-partner environment, requiring strong commercial, strategic and stakeholder management capability. The postholder is expected to undertake frequent international travel to represent ASU London to prospective students, staff, stakeholders and channel partners.

This role sits within a broader partnership framework in which Cintana is responsible for nurturing and referring all leads for ASU London sourced by Arizona State University (ASU); accordingly, the postholder will be expected to work within and support this model. The role will also contribute to broader enrolment planning and work closely with colleagues across marketing, admissions, and academics to deliver sustainable growth.

• Strategy & Planning
  • Develop and ensure the delivery of the international recruitment plan in line with institutional objectives.
  • Work with key partners, identify priority markets, channels and student segments to support growth.
  • Contribute insight and market intelligence to wider enrolment planning.
  • Ensure recruitment activity supports UKVI compliance and BCA performance, including active management of recruitment channels, markets and partners to mitigate visa refusal and compliance risk.
• Recruitment Performance & Conversion
  • Accountable for managing international pipeline performance, enrolment and revenue delivery across all channels.
  • Manage performance across the recruitment funnel, with a focus on improving conversion rates.
  • Ensure effective lead generation, nurture, conversion and anti-melt strategies across all channels.
  • Monitor pipeline performance and take action to address risks and opportunities.
  • Ensure recruitment strategies deliver agreed quality indicators, including academic profile, retention potential and compliance thresholds, in addition to volume and revenue targets.
• Operations & Service Delivery
  • Oversee recruitment operations across internal teams and outsourced services, including contact centre and enrolment adviser activity, ensuring clear accountability, service standards and performance management.
  • Ensure consistent, high-quality engagement with prospective students.
  • Embed effective processes, systems and performance tracking.
  • Support the development and optimisation of CRM systems and recruitment technologies.
  • Lead the development and delivery of a joint strategy with ASU and Cintana to maximise conversion of the ASU applicant pool into ASU London enrolments.
  • Define and oversee the framework for lead channelling, tracking and enrolment advising across internal teams and strategic partners, ensuring clarity of ownership, accountability and performance.
  • Ensure effective integration of systems, processes, and data flows across the recruitment ecosystem, enabling seamless and compliant management of the end-to-end student journey.
• Partnerships & External Engagement
  • Manage and develop relationships with international partners, including Cintana, ASU, Kaplan, agents and pathway providers.
  • Fulfil the role of contract manager for ASU London regarding all commercial arrangements with external parties, ensuring regular performance reviews, compliance with the contract and evaluating risks and opportunities on an ongoing basis.
  • Establish clear performance frameworks, including KPIs, SLAs and commercial expectations, for all strategic recruitment partners.
  • Hold partners accountable for delivery against agreed targets, using data-driven performance management and regular review cycles.
  • Represent ASU London at recruitment events in key markets.
  • Support the development of new partnerships and pathway opportunities to enhance recruitment performance, identifying and developing high-performing relationships with high-quality agents.
• Data, Insight & Performance
  • Establish and monitor KPIs and performance metrics.
  • Use data and insight to inform decision-making and improve outcomes.
  • Contribute to forecasting and reporting on recruitment performance.
  • Support effective budget management and resource allocation.
  • Evaluate channel performance and return on investment across all recruitment sources, informing resource allocation and partnership decisions.
• Leadership & Team Management
  • Lead and develop a high-performing international recruitment team, including third-party Enrolment Advisers in key international student markets, and work with a strategic partner framework.
  • Set clear objectives and performance expectations, including KPIs and SLAs.
  • Foster a culture of accountability, collaboration and continuous improvement.
  • Lead training and development across the team.
  • Lead delivery through a matrix model, influencing internal teams and external partners to achieve shared recruitment and revenue objectives.
  • Build effective ways of working across ASU, Cintana, and other strategic partners, ensuring alignment of priorities, roles and performance expectations.

• Marketing, Admissions and Academic teams.
• Partners, including Cintana, ASU, Kaplan, other agents and pathway providers.
• Schools, colleges and other international stakeholders.

• Degree or equivalent professional qualification.
• Significant experience in international student recruitment within higher education.
• Proven track record of delivering against recruitment and/or revenue targets in a target-driven environment.
• Experience in developing and delivering recruitment plans across multiple international markets.
• Strong understanding of the student recruitment lifecycle, including lead generation, nurturing and conversion.
• Experience of using data and insight to inform strategy, decision-making and performance improvement.
• Exceptional stakeholder management skills, with the ability to influence and collaborate across functions, third parties, and within complex matrix organisations.
• Prior experience managing commercial contracts with third parties.
• Demonstrable experience of leading and developing high-performing teams.
• Experience of working with CRM systems and recruitment technologies.
• Strong organisational skills with the ability to manage multiple priorities in a fast-paced environment.

• Experience in a high-growth or evolving environment.
• Track record of managing international partnerships and agent networks.
• Evidence of contact centre or sales operations management.
• Background of implementing CRM systems or leading process improvement initiatives.
• Specialisation in managing remote or internationally based teams.
• History of developing and delivering training or capability-building programmes.

• Achievement of international enrolment and revenue targets, with clear impact on institutional growth.
• Improved conversion rates and pipeline performance.
• Effective and scalable recruitment operations.
• High levels of prospective student engagement and satisfaction.
• A motivated, high-performing and accountable team.

• Commercially aware with a strong focus on performance and outcomes.
• Data-informed and results-oriented in decision-making.
• Collaborative and effective in working across teams and functions.
• Strong communicator, able to engage and influence a range of stakeholders.
• Adaptable and resilient in a fast-paced, evolving environment.