POSITION DESCRIPTION
POSITION TITLE:
International Marketing Manager
RESPONSIBLE TO:
Director, WelTec International
STAFF REPORTS:
Nil
BACKGROUND
Wellington Institute of Technology (WelTec) is a leading Institute of Technology in New
Zealand. WelTec delivers programmes from graduate diplomas and degrees to diplomas
and certificates. WelTec offers national and internationally recognised programmes in
disciplines ranging from Business, Information Technology, Hospitality, Sports and
Recreation to Creative Technologies, Engineering, Addictions Studies, Counselling and
Construction.
PURPOSE OF THE POSITION
The International Marketing Manager is responsible for the development and implementation
of country specific marketing, recruitment and partnership activities to achieve international
student recruitment targets for WelTec. The primary focus of this position will be China and
Chinese-speaking markets but will also include other markets where required and as
dictated by the changing nature of market demand.
SCOPE OF THE POSITION
The International Marketing Manager will report directly to the Director, WelTec International
and is a member of WelTec International marketing team. WelTec International has
responsibility for promoting the institution abroad, the achievement of marketing and
recruitment targets and the provision of support to international students.
The International Marketing Manager will liaise widely and extensively with overseas
partners, recruitment agents, WelTec academic and administrative staff, local and central
government bodies, overseas government agencies and institutions across all education
sectors both in New Zealand and abroad.
This position will require a significant amount of overseas travel.
KEY ACCOUNTABILITIES
Research, evaluation and analysis of international education markets and competition to
inform marketing strategy and programme development.
Promotion of WelTec within selected target markets.
Achievement of key measurable targets within country areas of responsibility.
Provision of advice to the institution about country specific international marketing and
recruitment opportunities, product development, and admissions requirements.
Development and maintenance of key offshore relationships in the delivery of marketing
services, in particular those with recruitment agents and international education
partners.
Adherence to the requirements of the Code of Practice for the Pastoral Care of
International Students (The Code) as it relates to marketing and recruitment activities
abroad and in New Zealand and the level and provision of care to international students.
DUTIES
Prepare and implement country specific marketing plans that meet the requirements of
the WelTec International Business Plan.
Prepare an annual schedule of marketing and recruitment activity including dates,
related activities and costs to maximise penetration within the target markets.
Provide advice to the Director, WelTec International on the recommended allocation of
the marketing budget in designated markets including the assessment of return on
investment of promotional activities.
Work closely with the WelTec International team, Faculties, Schools and non-academic
units to update on relevant market data, recommend new products and services, and
co-ordinate the development of policies and procedures to increase the number of
international students.
Represent the institution with the highest professional standards at all times while in
New Zealand and abroad.
Provide accurate and relevant course and student support advice to prospective
students through interviews, seminars, presentations and other promotional events.
Manage relationships with referral agents including WelTec product training and
compliance with The Code and make recommendations where appropriate for
incentives, the appointment of new agents or the termination of agency agreements
Look for opportunities to build linkages with education institutions and other bodies that
may benefit WelTec, especially in relation to the development of partnerships that
enhance WelTec’s reputation and lead to the recruitment of full fee-paying students.
Identify projects and opportunities with other New Zealand ITPs, in particular the Metro
ITPs (Unitec, MIT, Wintec, CPIT, Otago), to enhance WelTec’s brand, maximise
resources and to jointly achieve recruitment targets.
Liaise with the Central Marketing team to develop targeted marketing collateral to
support marketing and recruitment activity in nominated markets.
Perform other duties as requested by the Director, Weltec International.
PERSON SPECIFICATION
The ideal applicant will possess the following:
ESSENTIAL
Relationship Management: A proven track record in developing and maintaining strong
working relationships in an international setting.
Customer Focus: Demonstrated understanding of the needs of customers in a service
industry and evidence of previous efforts to meet and exceed customer expectations in an
international setting.
Commitment to Te Tiriti O Waitangi: The ability to recognise and support Maori needs in
a culturally appropriate manner.
Communication: Excellent written and oral communication skills in both English and
Mandarin Chinese.
Analysis and Judgement: Demonstrated ability to analyse information, develop strategies
and provide robust recommendations. Proven success in planning, implementing, and
evaluating marketing activities.
Self Management: The ability to prioritise competing demands, meet deadlines and manage
a high workload.
Management: Excellent planning, administrative and organisational skills and the ability to
successfully manage financial, material and human resources.
Teamwork: The proven ability to work collaboratively within a team and to build and
maintain co-operative and productive working relationships both internally and externally.
Innovation: The demonstrated ability to evaluate and assess work patterns and situations in
order to improve efficiency and effectiveness.
Training/qualifications: The completion of a Bachelor’s degree and significant experience
in marketing services and/or international marketing.
Technical skills: Sound workplace computing and IT skills.
DESIRABLE
1. Experience in marketing and recruitment in the international education sector.
2. Demonstrated experience developing and delivering services for multicultural client
groups.