Conducting an Executive Search for a Chief Marketing Officer to Lead Brand Transformation and Drive Student Recruitment in a Regional Higher Education Institution
The Brief
A regional higher education institution sought to appoint a Chief Marketing Officer to lead a strategic transformation of its brand and marketing functions. Reporting directly to the Vice-Chancellor and forming part of the executive leadership team, the role was tasked with enhancing the institution’s profile and driving student recruitment—both domestically and internationally. The successful candidate would be expected to foster a culture of innovation, performance, and quality across marketing, media, and communications.
The Process
To identify the ideal candidate, over 160 senior marketing professionals were mapped across the higher education sector, research institutes, and other complex organisations. The search team engaged with industry networks to gather recommendations and insights, generating strong interest and referrals.
A dual strategy was employed: targeted executive search and a print/online advertising campaign. Candidates from both channels were assessed for experience and cultural alignment. A longlist of eight candidates (three men and five women) was presented to the selection panel, with five invited for on-campus interviews.
The Outcome
The successful candidate brought a unique blend of experience in journalism, higher education, and destination branding. Their understanding of the student journey, strategic brand positioning, and collaborative leadership style aligned strongly with the institution’s goals.
Previously serving in senior roles within university communications and regional tourism, the candidate had led high-profile partnerships and campaigns that elevated organisational reputation and stakeholder engagement. Their appointment marked a significant step in the institution’s transformation journey, reinforcing its identity as a progressive and connected university
