Position Title
Position No
Faculty/Centre
Classification
Salary
Prepared By
Date
Deputy Director, International Marketing and Communications
26102
International Centre
NEO
$100,000 p.a.
Director, International Centre
November 2013
Reference No
4551060027
Approved By
Associate Director, Human Resources
Primary Objectives of
Position
Manager/Supervisor
Role of Position
1. Responsible for planning, developing and implementing the
Institute’s international marketing capability, strategy and
communications.
2. Develop and execute the Institute’s international
communication plans for marketing and recruitment across
various channels including – digital, print and media.
3. Develop a cohesive marketing strategy and message across
the Institute’s various stakeholder groups that will enhance
the Institute’s international reputation, profile and network of
relationships.
4. Participate as part of the leadership team in the International
Centre (IC) to provide strategic direction and advice to
senior management on all aspects of international student
recruitment.
5. Provide leadership to marketing, admissions and student
services staff.
Director – International Centre
The role of this position includes:

Responsible for planning, developing and implementing the
Institute’s international marketing capability, strategy and
communications.

Provide leadership to staff within the International student
program area.
Holmesglen: HR 11-Nov-2013 I:\HR Projects\EMO\Position Descriptions\26000's International Centre\26102 Deputy Director, International Marketing and Communications.docx
Role Of Subordinates
(Where Applicable)
Internal Communication
Requirements
External Communication
Requirements
Specific Accountabilities
The role is part of the leadership team of the International
Centre. A number of positions report to this role.

Executive staff

Faculty Deans

Heads of Departments (HODs)

Heads of Administrative Departments (HOADs)

International Centre staff




Education agents
Government departments – both Commonwealth and State
Partner institutions
External service providers
1.
Responsible for planning, developing and implementing the
Institutes international marketing capability, strategy and
communications.
Lead the admissions and services teams to ensure
successful promotional campaigns.
Develop and deliver integrated and innovative
communications programs to capitalise on all
communication and promotional opportunities.
Develop content, manage and optimize web pages. This
may include writing copy, overseeing graphic design
development and web publishing.
Manage email and direct marketing campaigns to maximise
International student enrolments.
Analyse the implementation and achievements of programs
managed within the position utilising market research to
measure and report on the effectiveness of activities.
Communicate strategies and results to senior management.
Responsible for the range of services to international
students including accommodation, general welfare,
overseas student health cover, orientation programs and
recreation activities.
Responsible for effective admissions processes which
provide high level customer service for prospective and
current international students.
Ensure compliance with legislative requirements.
Maintain and develop strong working relationships with
overseas agents, marketing agencies and partner
institutions to enhance the Institutes International reputation,
profile and networks.
Ensure all staff are adequately skilled and motivated to
deliver high level customer service.
2.
3.
4.
5.
6.
7.
8.
9.
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Educational
Qualifications
Minimum
Relevant tertiary qualification in Marketing, Business or related
discipline.
Preferred
Postgraduate qualifications in management, leadership or
business development.
Knowledge

Demonstrated knowledge and understanding of all sectors of
the Australian education system including excellent
understanding of the current issues and trends within
international education and the challenges currently facing
this sector.
Knowledge of education systems in other countries.
Knowledge of government regulation and policy relating to
international students.
Knowledge of courses and services provided to international
students at Holmesglen.



Experience

Demonstrated experience in developing and implementing
comprehensive integrated marketing plans.
Substantial experience working with international student
recruitment across a range of countries or similar strategic
operational context.
Demonstrated experience liaising effectively with a diverse
range of high level and multicultural stakeholders.
Extensive experience in developing in developing and
optimising marketing campaigns (online and offline),
communications, strategy formulation and implementation.
Demonstrated ability to manage performance, work targets,
critical deadlines and work outputs.
Ability to research and write professional reports, web
information and copy for online publications and advertising.





Skills

Strategic, analytic and creative thinking with expert
communication, collaboration and leadership skills.
Ability to analyse the achievements of programs managed
within the position utilising market research to measure and
report on the effectiveness of activities.
Excellent presentation, communication, interpersonal and
negotiation skills.
Sophisticated cross cultural understanding and awareness
and demonstrated ability to work and represent an
organisation in diverse countries and to deliver project
outcomes to the satisfaction of clients in different countries
and cultures.
Ability to lead, motivate and manage staff, including highly
developed planning and work organisation skills.




Key Selection Criteria
1.
2.
Extensive experience in marketing including experience in
the development and implementation of business plans to
support international student recruitment.
Substantial experience working with international student
3
3.
4.
5.
6.
Note



marketing and recruitment across a range of countries.
Regular overseas travel will be required.
Ability to provide effective leadership to the recruitment and
student support services staff that improves the
student experience.
Excellent presentation, communication, interpersonal and
negotiation skills.
Sophisticated cross cultural understanding and awareness
and demonstrated ability to work and represent an
organisation in diverse countries, and to deliver project
outcomes to the satisfaction of clients in different countries
and cultures.
Ability to lead, motivate and manage staff, including highly
developed planning and work organisation skills, and
demonstrated ability to manage performance, work targets,
critical deadlines and work outputs.
The Incumbent may be required to perform his/her duties at
any campus or location controlled by the Board or elsewhere
as directed.
Flexibility to work after hours is required.
Regular overseas travel will be required.
4