Role Purpose The Head of USA & Canada – Student Recruitment will serve as the strategic and commercial leader responsible for driving student recruitment, market expansion, and revenue growth across the USA and Canada for GEDU's global portfolio.

The role will lead the development and execution of regional recruitment and partnership strategies, working closely with Student Recruitment, Admissions, Marketing, Destination Management, and Senior Leadership teams to achieve ambitious enrolment and revenue targets.

The incumbent will be responsible for building a high-performing recruitment ecosystem across the USA and Canada, including agency partnerships, institutional collaborations, and direct recruitment channels, while ensuring an exceptional student experience throughout the enrolment journey.

The role will also be responsible for identifying new market opportunities, strengthening GEDU's brand presence, leading regional teams, and delivering sustainable business growth across the USA and Canada.

Key Responsibilities

Strategic Leadership & Market Development

- Develop and execute the USA and Canada growth strategy aligned with GEDU's global business objectives.
- Lead market intelligence initiatives across the USA and Canada to identify opportunities, emerging trends, and competitive insights.
- Drive market expansion through strategic partnerships, institutional collaborations, and innovative recruitment initiatives.
- Identify and develop recent student recruitment channels across both markets.
- Establish GEDU as a leading international education provider across the USA and Canada.

Student Recruitment & Business Growth
- Deliver student enrolment and revenue targets across all GEDU brands and products.
- Develop and implement market-specific recruitment strategies for key markets across the USA and Canada.
- Lead the recruitment funnel from lead generation through enrolment conversion.
- Improve conversion rates across applications, offers, deposits, and enrolments.
- Identify and engage high-performing recruitment partners and agencies.
- Drive business development initiatives to expand partner networks and market coverage.

Stakeholder & Partner Management
- Build and maintain strategic relationships with education agents, institutions, schools, colleges, universities,



and key industry stakeholders across the USA and Canada.
- Conduct regular business reviews with major recruitment partners.
- Negotiate commercial agreements and partnership arrangements.
- Represent GEDU at conferences, recruitment fairs, networking events, and industry forums.
- Ensure strong collaboration between regional and global stakeholders.

Marketing & Brand Development
- Collaborate with Marketing teams to execute regional brand and lead-generation campaigns.
- Support the development of localized marketing strategies and content for the USA and Canadian markets.
- Drive participation in recruitment fairs, partner events, roadshows, webinars, and marketing campaigns.
- Enhance GEDU's brand visibility and reputation throughout the USA and Canada.

Team Leadership
- Lead, mentor, and develop regional recruitment and business development teams.
- Set clear KPIs and performance expectations.
- Conduct regular performance reviews and coaching sessions.
- Foster a culture of accountability, continuous improvement, and high performance.
- Identify capability gaps and drive learning and development initiatives.

Operational Excellence
- Ensure accurate CRM management and reporting across the USA and Canada.
- Monitor recruitment performance, conversion metrics, and pipeline health.
- Drive recruitment process improvements and operational efficiencies.
- Maintain compliance with internal policies and external regulatory requirements.
- Provide regular enrolment forecasts, market intelligence, and business insights to senior leadership.

Deliverables
- Student Enrolments

- Deliver a highly ambitious number of student enrolments annually across GEDU brands and products within the USA and Canada.

2. Revenue Growth
- Achieve annual revenue targets through sustainable student recruitment growth and market expansion initiatives.

3. Agency Network Expansion
- Recruit and develop a high-performing network of education recruitment partners across key markets in the USA and Canada.




- Increase the number of active and productive recruitment partners year-on-year.

4. Partner Productivity
- Ensure agreed percentages of partners generate applications, deposits, and enrolments.

5. Pipeline Management
- Maintain a diverse, measurable, and healthy recruitment pipeline with defined conversion targets at each stage.

6. Conversion Performance
- Improve conversion rates from:
- Enquiry to Application
- Application to Offer
- Offer to Deposit
- Deposit to Enrolment

7. Market Development
- Develop and execute market-specific growth plans for priority markets across the USA and Canada, identifying high-potential cities, states/provinces, institutions, student segments, and recruitment channels.

8. Events & Recruitment Activity
- Deliver and support recruitment fairs, partner events, roadshows, webinars, school and university visits, and recruitment campaigns linked to measurable enrolment outcomes.

9. Forecasting & Reporting
- Provide accurate weekly, monthly, and quarterly enrolment and revenue forecasts.
- Submit regular performance reports covering enrolments, conversion rates, partner performance, pipeline health, and market insights.

10. CRM Compliance
- Maintain 100% CRM accuracy and ensure timely updates of leads, applications, deposits, and enrolments.

11. Team Leadership
- Lead and develop regional recruitment teams with defined performance objectives and succession planning.

12. Cost Management
- Manage recruitment activities within approved budgets while ensuring strong return on investment.

13. Strategic Projects
- Lead initiatives that improve student acquisition, increase brand awareness, strengthen market presence, and improve conversion performance.

14. Cross-Functional Collaboration
- Work closely with Marketing, Admissions, Student Recruitment, Visa, Compliance, and Operations teams to optimise student recruitment outcomes across the USA and Canada.

15. Quality & Compliance
- Ensure all recruitment activities and partnerships comply with GEDU policies, admissions requirements, and applicable regulatory standards in the USA and Canada.

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📌 Head of USA & Canada - Student Recruitment
🏢 GEDU Global Education
📍 Canada