Associate Director - Admissions and Financial Aid

Job Purpose

The Senior Associate Director Customer Engagement & Outreach will lead applicant engagement, outreach, and conversion strategy for ISBs flagship PGP and PGP YL programmes. The role has end-to-end accountability for applications, outreach effectiveness, class size delivery, and funnel health, while ensuring a premium candidate experience aligned with ISBs brand positioning.

This role will serve as the single-point owner for outreach initiatives for PGP and PGP YL, including events, partnerships, and communication strategies, working closely with Marketing, Communications, Process, and Admissions teams to ensure seamless execution and zero application gaps.

Key Responsibilities

Strategic Ownership PGP & PGP YL

- Own application and class size targets for PGP and PGP YL.

- Translate institutional goals into outreach, engagement, and conversion strategies.

- Act as the primary point of contact for all outreach initiatives related to PGP and PGP YL.

Outreach, Events & Partnerships

- Lead and execute outreach strategy for PGP and PGP YL, including domestic and international events, webinars, info sessions, and partner-led engagements.

- Plan, run, and review outreach events end-to-end, tracking ROI and impact on applications.

- Work closely with strong score partners and external stakeholders to expand reach and improve lead quality.

- Serve as the central coordination point between outreach partners, internal teams, and leadership.

Marketing, Communications & PR

- Partner closely with Marketing and Communications teams to design and execute outreach, PR, and visibility strategies.

- Co-create programme-specific PR strategies and ensure timely execution across channels.

- Monitor outreach and communication requests, ensuring responsiveness, quality, and alignment with programme goals.

Funnel, Process & Application Management

- Work closely with the Process and Admissions teams to ensure seamless application journeys.

- Identify and eliminate application gaps, delays, or inconsistencies across the funnel.

- Monitor MQL-to-application conversion and SLA adherence, driving corrective actions where required.

Engagement & Counselling Excellence

- Design scalable engagement and counselling frameworks across calls, emails, and digital channels.

- Oversee development of scripts, FAQs, and programme narratives for PGP and PGP YL.

- Ensure high-quality, consistent candidate experience across all touchpoints.

Team Leadership & Capability Building

- Lead and develop large, multi-layered engagement and outreach teams.

- Drive performance culture through clear goals, reviews, and coaching.

- Build leadership depth and succession pipelines within the team.

Systems, Analytics & Governance

- Own business usage of Salesforce CRM and engagement systems for PGP and PGP YL.

- Leverage analytics to assess outreach effectiveness, funnel performance, and productivity.

- Establish governance, SOPs, and audit mechanisms to ensure quality and compliance.

Job Specification

Education

Postgraduate or management qualification preferred.

Experience

15+ years of experience in outreach, customer engagement, admissions, counselling, or growth roles, with proven ownership of large-scale application and conversion outcomes and experience managing large teams.

Key Skills

- Strategic outreach and partnership management

- Event planning and execution

- Strong stakeholder and partner management

- Salesforce CRM and analytics expertise

- Cross-functional leadership and execution excellence

KRA - Applications and Class Size

Measure - Target Applications & Class Sizes

Weightage - 20%

KRA - FT Global Rankings Diversity Assessments

Measure - Diversity Parameters

Weightage - 20%

KRA - Transformation Initiatives

KPI -

1. Application Query management System

2. Ensure reapplicant nurturing with reapplicant feedback connects

3. Rebrand Campus Ambassadors Programme to increase awareness in campuses

4. Increase participation in the PGP YL events in all 4 cities by 30%

Weightage - 35%

KRA - Feedback on sessions/Satisfaction Score

KPI - Feedback Score on sessions conducted

No of Test Prep Sessions organized and conducted outside of the event calendar as guest speaker

Weightage - 25%