Director of Enrolment and Marketing

About the Company

AIHM was founded by Minor International in partnership with leading academic institutes and offers internationally recognised qualifications, executive education and training in hospitality, business and management. Based in Bangkok, AIHM emphasises practical and professional skills, career development and employability, and benefits from association with Minor Hotels and Les Roches.

About the Role

The role holds end-to-end accountability for AIHM’s commercial pipeline: from brand presence and lead generation through application, conversion, and enrolment across all programmes. The Director consolidates leadership of marketing and admissions to ensure strategic alignment between brand positioning, market activation, and student acquisition, and serves as a member of the executive leadership team contributing to institutional strategy, scholarship policy, partner engagement, financial planning and regulatory matters.

Responsibilities

• Define and execute an integrated marketing and enrolment strategy across all programmes and intakes, set annual and semester enrolment and revenue targets with COO and Finance, and maintain a multi-year enrolment pipeline plan.
• Chair the institutional enrolment committee and provide regular pipeline visibility and forecasting, translating institutional growth ambitions into channel-, programme- and market-level operational plans.
• Lead the admissions function hands-on across all geographies and channels (domestic Thailand, Myanmar office, international agents, online, transfers, referrals), owning the application-to-enrolment funnel with measurable conversion targets at each stage.
• Set individual recruiter targets, conduct weekly pipeline reviews, ensure forecast accuracy and conversion discipline, and personally engage with priority candidates, parents and partners as needed.
• Oversee scholarship governance including discount allocation and approval workflows to align scholarship mix with revenue-per-student targets.
• Maintain and govern the CRM system, lead routing protocols, response-time standards and pipeline data integrity; standardise admissions workflows, scripts and onboarding processes to improve productivity and student experience.
• Manage admissions budget and team performance against productivity benchmarks.
• Provide strategic oversight of the marketing function through the Assistant Director of Marketing: set brand positioning, oversee digital marketing (website, SEO, paid media, content, social, marketing automation, email nurture), approve content production, and govern PR, media engagement and co-branded partner marketing.

Additional Information

AIHM offers a multi-programme portfolio including BBA in Global Hospitality Management, Certificate in International Hotel Administration (CIHA), English for Business and Academic Studies (EBAS), Pearson BTEC Level 3 and HND, Postgraduate Diploma in International Hospitality Management, and Executive Education and corporate training. Recruitment operates across multiple channels and geographies, including domestic Thailand, a Myanmar office, international agent networks, partner schools, online channels, the Minor Hotels corporate scholarship pipeline, and direct referrals; the Director is expected to lead all channels under a unified commercial strategy.