Marketing & Events Officer

REPORTS TO: HEAD OF MARKETING

LOCATION: London (hybrid working) 

ROLE PURPOSE

The Marketing & Events Associate is responsible for designing, delivering, and continuously improving ASU London’s full programme of inbound engagement activity, including open days, campus tours, webinars, conversion events, and digital engagement experiences.

The role ensures that every event and associated campaign is both well-executed and strategically designed to move prospective students through the enrolment journey — from awareness to application, offer, acceptance, onboarding and welcome.

In addition, the role supports outbound recruitment activity delivered by the International Recruitment Team and the Domestic and Widening Participation Recruitment Team, ensuring brand consistency, high-quality collateral, and seamless representation of ASU London across all external-facing activity.

The role also plays a key part in delivering targeted engagement activity for non-prospective audiences including school counsellors, alumni, and industry partners, helping to build long-term institutional reputation and pipeline strength.

KEY RESPONSIBILITIES  

Inbound Events Strategy and Delivery

• Design and deliver a full calendar of inbound engagement events including open days, offer-holder events, campus tours , webinars, and conversion-focused experiences
• Ensure each event is deliberately structured to support progression through the student journey, with clear conversion objectives and measurable outcomes
• Coordinate event hosting by Student Ambassadors, recruitment, registry and academic staff as appropriate to the event
• Continuously review and refine event formats to improve engagement, attendance, and conversion performance

Event Marketing and Campaign Execution

• Lead all marketing activity for events, including CRM email campaigns, landing pages, booking journeys, and promotional communications, collaborating with the Digital Lead on paid media
• Develop compelling messaging and creative assets in collaboration with the Digital Content Creator and Digital Marketing Lead
• Ensure consistent application of brand guidelines across all event communications and materials

Physical and Digital Collateral Production

• Own the production of all event and recruitment collateral, including printed materials, branded merchandise, prospectus support materials, offer packs, welcome materials, and conversion mailers
• Manage budgets associated with physical collateral production, ensuring cost efficiency and quality control
• Oversee supplier relationships and production timelines for all print and physical outputs, in compliance with brand and supplier guidelines

Audience Engagement and Relationship Marketing

• Develop and deliver targeted engagement activity for school counsellors, alumni, and industry partners to strengthen institutional reach and reputation
• Support relationship-building initiatives that contribute to long-term recruitment pipeline development

Outbound Recruitment Support and Brand Governance

• Support International Recruitment and Domestic and Widening Participation recruitment Teams with outbound activity including school visits, UCAS fairs, and external events
• Ensure all outbound materials, presentations, and collateral meet brand standards and are consistent with institutional messaging frameworks
• Act as a brand guardian for all externally facing recruitment activity

CRM, Email Marketing and Event Conversion

• Build and manage CRM-driven event journeys including invitations, reminders, follow-ups, and conversion-focused nurture communications
• Support segmentation and audience targeting in collaboration with the Digital Marketing Lead
• Ensure event data and engagement metrics are captured accurately to support reporting and optimisation

Performance Tracking and Insight

• Monitor and evaluate event performance, including attendance, engagement, conversion impact, and cost effectiveness
• Provide insight and recommendations to improve future event performance and audience engagement

Other

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

KEY RELATIONSHIPS

• Head of Marketing
• Digital Marketing Lead
• Digital Content Creator
• International Recruitment Team
• Domestic and Widening Participation Recruitment Team
• Admissions and Enrolment Teams
• Academic staff (for participation in events such as talks, panels, and presentations)
• Student ambassadors (for event support and engagement activity)
• External suppliers (venues, print, merchandise, event delivery partners)
• School counsellors and external stakeholders (as event participants and attendees only) 

SKILLS, EXPERIENCE & CAPABILITIES

Essential

• Bachelor’s degree or equivalent experience
• Experience in events, marketing, or student recruitment environments
• Strong experience delivering end-to-end events, including planning, marketing, delivery, and evaluation
• Experience using CRM systems to manage event journeys, email communications, and audience segmentation
• Strong understanding of digital and email marketing for event promotion and conversion
• Experience working with brand guidelines and compliance frameworks (CMA, UKVI where relevant)
• Strong organisational skills with the ability to manage multiple events and competing priorities simultaneously
• Experience coordinating external suppliers and managing production timelines and budgets for physical collateral
• Strong communication skills with the ability to engage confidently across diverse stakeholder groups
• Strong audience awareness with an understanding of engagement and conversion principles
• Ability to interpret performance data and use insight to improve future activity
• Commercial awareness with an understanding of cost, value, and return on investment in event delivery
• Strong stakeholder management skills across internal and external partners

Desirable

• Experience in higher education marketing, recruitment, or student engagement environments
• Experience working with international student recruitment campaigns or multi-market audiences
• Experience managing open days or large-scale recruitment events in a complex stakeholder environment
• Understanding of lifecycle marketing principles and student conversion journeys
• Experience supporting digital campaign activity alongside paid and organic channels

WHAT SUCCESS  LOOKS LIKE

• Clear, coherent calendar of events, supporting the applicant journey online and on campus
• Increased attendance and engagement across all inbound events
• Improved conversion rates from event participation to application and offer stages
• Strong brand consistency across all recruitment and event activity
• Effective delivery of high-quality collateral within budget
• Clear contribution to lead generation and enrolment pipeline strength
• Positive feedback from students, applicants, and external stakeholders