CRM and Performance Reporting Officer

CRM and Performance Reporting Officer

Grade: Grade 5

Directorate: Marketing, Recruitment, Admissions and Communications (MRAC)

Function: Prospect Experience / Global Admissions Hub

Location: Dubai

Employment Type: Full-time

Reports to: CRM & Performance Reporting Manager

Role Purpose

The CRM and Performance Reporting Officer will support the effective delivery of CRM, data analytics, performance reporting and automation activities across MRAC, Prospect Experience and the Global Admissions Hub.

Working closely with the CRM & Performance Reporting Manager, the postholder will support the development of Power BI dashboards, CRM workflows, recruitment and admissions reporting, applicant conversion analysis, Cost of Acquisition monitoring and data quality. The role will also support campaign delivery, regulatory reporting and wider digital improvement initiatives.

Key Responsibilities

Data Analytics and Power BI

• Develop, maintain and enhance Power BI dashboards covering recruitment, admissions, conversion and enrolment performance.
• Use DAX, Power Query and data modelling techniques to support accurate and effective reporting.
• Analyse complex datasets to identify trends, risks and opportunities.
• Support the development of reporting models using data from CRM, admissions and other institutional systems.
• Ensure dashboards and reports are accurate, consistent and accessible to relevant stakeholders.

Recruitment and Admissions Reporting

• Produce regular reporting on applications, offers, deposits, enrolments and conversion performance.
• Monitor applicant progression through the recruitment and admissions funnel.
• Support intake forecasting and trajectory modelling across September, January and May.
• Provide ad-hoc analysis to support operational and strategic decision-making.

Cost of Acquisition and Financial Reporting

• Support Cost of Acquisition modelling and reporting.
• Assist with analysis of scholarships, discounts and agent commissions.
• Support monitoring and reconciliation of recruitment-related expenditure and performance.
• Contribute to improved governance and reporting of discounts and scholarships.

Admissions and Campaign Support

• Support accurate tracking of application status, documentation, offer conditions and enrolment progression.
• Assist with CRM-based conversion and applicant communication campaigns.
• Support audience segmentation and targeted communications across the applicant journey.
• Work with Recruitment, Admissions and Marketing colleagues to improve applicant engagement and conversion.

CRM and Automation

• Build, maintain and optimise CRM workflows, automation journeys and communication campaigns.
• Support CRM system testing, enhancements and user administration.
• Monitor CRM processes and identify opportunities to improve efficiency and reduce manual activity.

Support colleagues with CRM-related queries and system processes.

Data Quality, Compliance and Continuous Improvement

• Support data quality checks and identify discrepancies across CRM and related systems.
• Assist with CHEDS and other institutional or regulatory reporting requirements.
• Support audit and compliance activity relating to recruitment and admissions data.
• Identify opportunities for automation, process improvement and enhanced reporting.
• Contribute to wider MRAC digital transformation initiatives.

Person Specification

Education and Qualifications

Essential

• Bachelor’s degree in Data Science, Data Analytics, Business Analytics, Computer Science, Information Systems or a closely related quantitative discipline.

Desirable

• Master’s degree in Data Science, Data Analytics, Business Analytics or a related discipline.
• Relevant Microsoft Power BI or data analytics certification.

Technical Skills

Essential

• Strong practical experience using Microsoft Power BI.
• Demonstrable proficiency in DAX.
• Strong understanding of data modelling and dashboard development.
• Experience using Power Query for data preparation and transformation.
• Strong analytical and numerical skills.
• Advanced Microsoft Excel skills.
• Ability to work with large and complex datasets.
• Strong understanding of data quality, validation and reconciliation.

Desirable

• Working knowledge of SQL or equivalent data-querying tools.
• Experience with CRM or marketing automation systems.
• Knowledge of Power Automate or other Microsoft Power Platform tools.
• Exposure to forecasting, predictive analytics or statistical modelling.
• Experience using Python, R or similar analytical tools.

Experience

Essential

• Experience producing analytical reports, dashboards or management information.
• Experience analysing data and translating findings into meaningful insights.
• Experience managing multiple priorities and working to deadlines.
• Experience working collaboratively with stakeholders.

Desirable

• Experience within higher education, recruitment, admissions or student services.
• Experience working with applicant conversion or recruitment performance data.
• Experience supporting CRM automation and communication campaigns.
• Experience with Cost of Acquisition, scholarships, discounts or commission reporting.
• Experience supporting regulatory or compliance reporting.

Skills and Competencies

The successful candidate will demonstrate

• Strong analytical and problem-solving skills.
• High attention to detail and accuracy.
• Ability to communicate data and insights clearly to technical and non-technical audiences.
• Strong organisational and time-management skills.
• Ability to work independently and collaboratively.
• A proactive approach to continuous improvement and automation.
• Commitment to data integrity, confidentiality and good governance.

Key Working Relationships

The postholder will work closely with

• CRM & Performance Reporting Manager
• Finance and Planning
• Prospect Experience and Global Admissions Hub teams
• Recruitment and Admissions teams
• Marketing and Communications
• Information Services and other relevant professional services teams

‘How to Apply’

Please submit your CV and a cover letter setting out how you meet the criteria for this role.

Shortlisted candidates may be invited to complete an on-demand-video interview as the first stage of the selection process. Successful candidates will then proceed to in-person formal interviews at our Dubai campus. Following the formal interview, the preferred candidate will attend a second interview with senior staff at the Dubai campus before a final offer decision is made.

At Heriot Watt we are passionate about our values and look to them to connect our people globally and to help us collaborate and celebrate our success through working together. Our research programmes can deliver real world impact which is achieved through the diversity of our international community and the recognition of creative talent that connects our global team.

Our flourishing community will give you the freedom to challenge and to bring your enterprising mind and to help our partners with solutions that can be applied now and in the future. Join us and Heriot Watt will provide you with a platform to thrive and work in a way that also helps you live your life in balance with well-being and inclusiveness at the heart of our global community.

Heriot-Watt University is committed to securing equality of opportunity in employment and to the creation of an environment in which individuals are selected, trained, promoted, appraised and otherwise treated on the sole basis of their relevant merits and abilities. Equality and diversity are all about maximising potential and creating a culture of inclusion for all.

The appointment is conditional upon successful completion of all Labor and Immigration formalities, and the start date will need to be delayed if the employment visa is not in place.