Associate Director, Conversion and Retention (APAC)

Role: Associate Director, Conversion and Retention (APAC)

Location: Kuala Lumpur, London

Job type: Full time, permanent – hybrid

This position offers a hybrid work model, allowing flexibility between working from home and our office. Typically, employees are expected to work 2 days in the office per week.

Why QS?

At QS, we believe that work should empower you. That’s why we foster a flexible working environment that encourages every employee to own their career whilst flourishing personally and professionally.

Our commitment to people development is recognised globally: QS is a Gold-accredited Investors in People organisation, placing us among the top 28% of workplaces worldwide. Our company values underpin everything we do – we collaborate, respect and support each other.

It’s our mission to empower motivated people around the world to fulfil their potential through higher education, ensuring that everyone has access to opportunities that change lives.

Our diversity makes us stronger. By sharing our experiences, we learn from one another and achieve more together, driving progress across the sector.

At QS, you’ll be responsible for implementing real change in the international higher education landscape. You’ll take on meaningful challenges that see a positive impact across the business and the wider sector.

We’re confident you’ll feel right at home here. QS was named as one of Newsweek’s Top 100 Most Loved Workplaces® in the UK (October 2023), recognising the respect, trust and appreciation that drive our culture every day.

As an Associate Director, Conversion and Retention, this is what you’ll be doing:

As Associate Director, Conversion & Retention (APAC), you are responsible for leading QS's student conversion and enrolment operations across the APAC region, ensuring the successful achievement of enrolment outcomes for our university partners while delivering an exceptional student experience throughout the admissions journey.

You provide strategic leadership, operational governance and people leadership across a diverse portfolio of university clients, delivery teams, locations and engagement channels. Through effective management of people, processes, technology and performance, you drive sustainable improvements in conversion outcomes, operational efficiency and service quality.

This role is accountable for translating enrolment targets into actionable operational strategies, ensuring resources are optimised, risks are proactively managed and performance is continuously improved through data-led decision making. You will identify opportunities to enhance student engagement, strengthen service delivery and leverage technology, automation and AI-enabled solutions to drive measurable impact.

As a senior leader within Student Success, you are responsible for developing leadership capability, building high-performing teams and creating a culture of accountability, innovation and continuous improvement. You will work closely with internal stakeholders and university partners to ensure operational priorities align with client objectives, business goals and future growth opportunities.

Success in this role requires balancing immediate operational delivery with long-term strategic planning, workforce development and organisational transformation. You are expected to think strategically, act proactively and lead with a global mindset while delivering exceptional outcomes across the APAC region.

Role responsibilities

As Associate Director, Conversion & Retention (APAC), you are accountable for the achievement of enrolment outcomes across your portfolio of university partners. You are responsible for translating enrolment targets into operational strategies that drive student engagement, conversion and enrolment performance at scale.

Through effective forecasting, performance management and data-led decision making, you ensure teams remain focused on the activities that have the greatest impact on enquiry-to-application, offer-to-enrolment and accepted-to-enrolment outcomes. You identify risks early, establish appropriate recovery strategies and ensure performance remains aligned to business and client objectives.

You are responsible for ensuring the organisation has the capability, capacity and operational foundations required to deliver consistently exceptional results. This includes workforce planning, resource optimisation, quality assurance, service delivery performance and operational governance across multiple teams, locations and delivery channels.

You ensure resources are deployed effectively, operational standards are maintained and continuous improvement remains embedded in day-to-day operations. By leveraging technology, automation, AI-enabled solutions and best-practice operating models, you drive improvements in efficiency, service quality and student experience while maintaining a high-performing, scalable operation.

You play a critical leadership role in developing future capability across the business through the growth of leaders, teams and strategic partnerships. Working closely with Managers and Team Leaders, you build leadership capability, strengthen accountability and create clear pathways for development and succession.

At the same time, you act as a trusted partner to internal stakeholders and university clients, influencing decisions, supporting strategic initiatives and ensuring operational priorities remain aligned with enrolment objectives. Through strong collaboration, continuous innovation and a commitment to excellence, you help shape the future direction of Student Success across APAC while contributing to QS's global conversion and retention strategy.

Enrolment Outcomes

Own and drive achievement of enrolment targets across the portfolio.

Improve conversion rates across enquiry-to-application, offer-to-enrolment and accepted-to-enrolment performance.

Ensure student engagement strategies are effective and aligned to conversion and enrolment outcomes.

Ensure team and individual performance is connected to enrolment outcomes, with clear understanding of how each role contributes to positive impact.

Regularly review performance, identify emerging risks and implement changes or recovery strategies to reset performance when required.

Workforce Planning & Resource Optimisation

Ensure adequate workforce coverage to maintain operational SLAs at all times.

Forecast future workforce demand through close monitoring of historical data and expected demand.

Manage overall operating hours across regions, taking account of public holidays and specific client contractual obligations to ensure SLAs, including answer rates and coverage expectations, are achieved.

Work with the Associate Director, Student Success (EMEA), to understand global peaks and troughs and provide or accept support from the global team when required.

Quality Assurance & Operational Excellence

Own regional QA outcomes, identify and resolve issues, and highlight Gold Standard efforts across the broader workforce.

Review QA trends and support Managers and Team Leaders with appropriate improvement plans.

Drive consistency across all teams and delivery environments.

Identify opportunities to improve the student experience through operational and service improvements.

Evaluate AI-enabled QA solutions and identify opportunities to enhance quality and operational effectiveness.

Internal Stakeholder Engagement

Maintain open communication and respond efficiently and effectively to colleagues in order to resolve Student Success-related challenges.

Escalate issues early and engage with relevant colleagues to mitigate risks and resolve challenges.

Participate in internal meetings, planning and strategy sessions that support the overall client partnership, client satisfaction, renewals and new business opportunities.

Training, Capability & Future Workforce Development

Build tomorrow's conversion exper