4. Duties (Tasks, Key Areas of Responsibility, and Functions)
4.1. School Marketing Strategy, Target Audience & Messaging Development
Develops, implements, and updates the School’s annual marketing and communications plan in coordination with the School Management and the General Manager.
Develops and manages the School’s annual marketing budget, aligning budget allocation with marketing priorities, campaigns, events, and communications activities.
Conducts target audience profiling, defines buyer personas for foundation, undergraduate, graduate, and doctoral programs, and crafts tailored value propositions.
Leads marketing initiatives and lead-generation strategies for short-term, non-degree, Executive Education (ExecEd) programs as well as the School’s commercial projects.
Develops, adapts, and coordinates the production and periodic updating of the School’s marketing and information materials, including brochures, leaflets, banners and other print and digital materials.
Ensures that all School communications, campaigns, and collaterals consistently reflect the School’s distinct identity while staying compliant with the global NU Brand Book.
4.2. Multilingual Web Management, SMM & Brand Alignment
Oversees the School’s official website content across three languages (English, Kazakh, Russian), ensuring 100% accuracy of academic data, deadlines, and positioning.
Oversees the School’s social media content plan, producing high-impact copy, visual assets, and scientific/faculty stories.
Oversees local content production (articles, interviews, program summaries) in coordination with the central SMM & Content team.
4.3. Event Marketing Support & CRM Recruitment Funnel Analytics
Delivers end-to-end marketing, packaging, and promotional support for School recruitment events (Open Days, Info Sessions, Coffee with Professors) and image/reputational activities.
Monitors and analyzes the applicant journey within the institutional CRM platform, tracking leads from initial inquiry through application submission.
Collaborates with School Admissions Managers to ensure timely follow-ups on qualified leads and data integrity.
Evaluates campaign ROI and enrollment conversions, providing regular funnel reports to the Dean and General Manager.
4.4. Communication Liaison & Central DM Coordination
Acts as the primary liaison between the School and the central Marketing Department.
Transforms School marketing requests into structured briefs for central production teams or service providers;
Work closely with academic leaders, program directors, admissions teams, alumni, and external partners to ensure consistent and accurate communication.
Education Requirements: Higher professional education. A Master’s degree or equivalent in Marketing, Business Administration, Communications, or a related field is preferred.
Required Knowledge:
Legislation of the Republic of Kazakhstan in education, NU Charter, and internal regulations;
In-depth knowledge of educational positioning models (STP, 4P/7P) and target audience segmentation;
Methodology for developing and executing School-level marketing strategies and integrated communications plans;
Brand management principles, visual identity standards, and Tone of Voice guidelines;
Principles of web content management (CMS), SEO, and multilingual digital communication;
Expert understanding of CRM architectures, sales/recruitment funnel metrics (CPL, CPA, conversion rates), and lead management;
Promotion tools for short-term, certificate, and Executive Education (ExecEd) programs;
Event marketing frameworks for both student recruitment and institutional reputation building;
Proficiency in digital marketing (digiotal advertising platforms, social media, content-management systems, customer relationship management systems, and analytics tools);
Marketing research.
At least 5–7 years of professional experience in marketing, communications, or brand management, including at least 2–3 years in higher education (preferably), complex B2B services, or executive education. Or a master degree with at least 3 years of professional experience.
Recruitment and selection process
Recruitment and selection at Nazarbayev University include preliminary selection based on experience and qualifications, followed by assessments and formal interviews. Formal interviews are typically based on organizational values and behaviors and conducted in English.