M Square Media - Director - B2C Operations

Role overview:

The Director, B2C Operations builds MSM Unify's direct-to-student channel into a core growth line for the business. You will own the full student journey, from lead generation and qualification through counselling, application, offer, tuition deposit, and enrolment, across GMO and MSM Unify Mentors. The channel is being built from the ground up. You will stand up a counselling, lead qualification, and B2C marketing organization of more than 150 people across Gurugram and a second hub in South India, organized by language and source market. You are accountable for B2C enrolments, funnel conversion, and acquisition cost against the annual operating plan.

Key responsibilities:

1. Deliver B2C enrolment targets:

• Deliver B2C enrolment targets across GMO and MSM Unify Mentors by intake and source market, ramping to full capacity ahead of the peak September intake.

2. Stand up the B2C organization:

• Stand up the B2C organization from zero, hiring and leading counsellors, senior counsellors, lead qualification staff, team leads, and dedicated vertical marketing across two sites organized by language and source market.

3. Run the full funnel:

• Run the full funnel, from lead to counselled, application, offer, tuition deposit, and enrolment, with stage targets, weekly reviews, and a named owner for every gap.

4. Lift offer-to-deposit conversion:

• Lift offer-to-deposit conversion in a channel with no agent chasing the deposit, through structured follow-up, student engagement after offer, and counsellor accountability for conversion.

5. Build a high-volume lead qualification function:

• Build a high-volume lead qualification and tele-calling function that screens enquiries quickly and routes qualified students to the right counsellor by language and destination.

6. Own fully loaded acquisition cost:

• Own fully loaded acquisition cost with Marketing, managing paid media, content, and SEO spend by quarter and growing the organic and referral share of leads.

7. Set productivity standards:

• Set productivity standards for counsellors and lead qualification staff, and plan capacity against seasonal lead volumes.

8. Enforce CRM discipline:

• Enforce CRM discipline across the B2C pipeline, and work with Technology to move manual workflows onto a reusable B2C platform.

9. Work with Finance and Admissions:

• Work with Finance and Admissions on compliant fee collection, refund handling, application quality, and accurate representation of programs and partner institutions.

10. Report monthly to leadership:

• Report monthly to leadership on enrolments, conversion, acquisition cost, student satisfaction, and operational risk, with clear recommendations.

Required qualifications and experience:

• Bachelor's degree in business, management, or a related field.
• 12 or more years in international education or a high-volume consumer education business, with at least 5 years leading student counselling, recruitment, or admissions operations.
• A record of building or scaling a direct-to-consumer counselling or inside sales operation to 100 or more people, ideally from an early stage.
• Proven ownership of enrolment targets and funnel conversion, including the post-offer stages through tuition deposit and enrolment.
• Strong command of acquisition economics: lead cost, cost per enrolment, paid versus organic mix, and seasonality.
• Experience leading multi-site, multilingual teams serving several source markets.
• Working knowledge of admissions, enrolment, and visa processes for major study destinations such as Canada, the UK, the US, Australia, and Europe.
• Hands-on use of CRM systems (Zoho, HubSpot, Salesforce, or similar) to manage pipelines and build performance reporting.

Preferred qualifications:

• MBA or a postgraduate qualification in management or education.
• Student recruitment experience across South Asia, Africa, and South East Asia.
• Experience running a high-volume lead qualification or telecalling function.
• Experience running fee-based student advisory or mentoring services.
• Experience defining requirements for, or launching, a student-facing digital platform.
• Familiarity with counsellor quality frameworks, such as the ICEF Agency Status or British Council Agent Quality.

Success measures:

First 6 months:

• The B2C team is hired to the plan's ramp, with both sites operational and roles, targets, and service standards in place.
• Lead qualification runs at plan volume, with qualified leads reaching a counsellor within an agreed response time.
• Funnel reporting is live by vertical, source market, and channel, reviewed weekly, with acquisition cost tracked by quarter.
• Fee collection and refund processes are agreed with Finance and running cleanly.

First 12 months:

• B2C enrolments meet or exceed plan across the January, May, and September intakes.
• Offer-to-deposit and deposit-to-enrolment conversion are at or above plan in each channel.
• Fully loaded acquisition cost is within plan, with the organic and referral share of leads rising quarter on quarter.
• Counsellor productivity meets the plan standard, and priority workflows have moved from manual tracking to the B2C platform.