Senior Conversion and Recruitment Officer

We are seeking an experienced and highly motivated International Conversion and Recruitment Officer to support the delivery of Birmingham City University’s international recruitment and conversion strategy. This is an important operational role within the Marketing, Recruitment, and Communications Directorate.

• Deliver targeted regional and global conversion campaigns across email, telephone, Whats App, webinars, and digital platforms to improve applicant engagement and enrolment outcomes.
• Support operational conversion activity across all stages of the recruitment funnel (enquiry through to enrolment), ensuring timely, personalised and proactive communication.
• Act as a key point of contact for prospective students and education agents, providing clear and accurate advice on admissions processes, CAS issuance, visa requirements and enrolment procedures, escalating complex cases where appropriate.
• Assist in planning and delivering virtual and programme‑specific conversion activities in collaboration with academic teams, ensuring measurable impact and effective follow‑up.
• Contribute to the development and distribution of tailored, market‑specific messaging and digital content in partnership with Marketing, Recruitment and Communications colleagues.
• Record and manage applicant interactions accurately within CRM systems, supporting data integrity, campaign tracking and performance reporting.
• Work closely with Admissions, UKVI/CAS, Enquiries and International Recruitment colleagues to ensure a seamless, compliant and student‑focused recruitment journey.
• Maintain awareness of key international markets and applicant behaviours, supporting recruitment events and identifying opportunities to enhance engagement and conversion performance.

• Educated to degree level and/or holding a relevant professional qualification.
• Experience of international student recruitment within the higher education sector.
• Good knowledge of marketing, customer relationship management, customer service or a related discipline.
• Experience of developing, delivering and evaluating multi‑channel segmented CRM nurture and conversion campaigns.
• Strong working knowledge of CRM systems and marketing automation platforms (preferably Microsoft Dynamics), data capture tools and analytics.
• Understanding of the international recruitment journey and student application lifecycle.
• Excellent written and verbal communication skills, with the ability to explain complex processes clearly to different audiences.
• Strong analytical skills with the ability to interpret data and use insight to inform activity.
• Knowledge of UK data protection regulations and their application to CRM data management.
• Experience of building and maintaining effective working relationships and professional networks.
• Experience working with overseas recruitment teams and education agents.
• Experience supporting virtual events, webinars or digital engagement activity.

• Experience of using AI tools or automation to enhance applicant engagement and operational efficiency.

Please note that this post may be eligible for sponsorship under the Skilled Worker visa route if your individual circumstances enable this in accordance with the Skilled Worker visa rules. For more information on how the Skilled Worker visa rules may apply to you please visit

We are committed to equality, diversity and inclusion and to an environment that supports lawful free speech and academic freedom. We will continuously review and improve our policies, practices, and procedures to ensure that we are promoting these in all aspects of our operations. We believe that by working together, combining our many different backgrounds and life experiences, we will empower each other to reach our full potential.

For an informal discussion about the role, please contact Yusuff Kaffo, Associate Director International Recruitment, at

If you want to be part of a team shaping the future of international recruitment at BCU, we’d love to hear from you.