Day in the life of...Brandon Kirby, Director, MBA Marketing and Admissions, Rotterdam School of Management. 

We caught up with Brandon to find out how he got into the higher education industry and what his ambitions are for RSM.

Please describe your job. What does the Director of MBA Marketing and Admissions at RSM do?

Listen to people. That is the core of what I do nearly every day. Whether on the road meeting prospective candidates, during admissions interviews , I am always listening and learning from those around me. Listening is a crucial part of my job and helps me to make the best decisions possible.

On a more functional level, I work with a great team of people who are responsible for all parts of the recruitment cycle. I lead the marketing team in developing the approach and content to support our recruitment efforts. We develop the marketing plan, messaging, content, events and everything else related to marketing.

What kind of skills do you need to be effective in your role? What did you do before this role?

From a leadership perspective, the team I work with is very diverse, so I believe having an understanding of the different cultures and personalities of each team member is crucial. We work in a fast-paced and competitive environment, so having a great relationship with the team is crucial. Also, I think being flexible and open-minded really helps deal with the unique situations that arise throughout the year.

Before I began my position at RSM, I was the co-founder of a branding and advertising agency in the United States, which is still going strong today. In my career, I have been more of an entrepreneur opening restaurants, record labels and even a professional sports team. All of those experiences, the successes and the failures, help me in my role today.

Tell us about a typical working day.

Generally, my day starts by looking at the ‘to do’ email I most likely sent myself the night before. It’s not uncommon for things to pop up during the day or towards the end of the day when I’m commuting home, so it’s a simple way to capture those items and remind myself the following morning.  

Depending on the time of year, my working day really varies. It could be helping to conduct admissions interviews or reviews, meeting with colleagues about program changes or new programs, traveling to fairs or RSM-based events. I know I’m not unique by saying, what I love about my job is the variety, but it’s true.

Finally, as we work with people around the world, my day never really ‘ends.’ Of course, that doesn’t mean I am on-the-clock all the time, but I’d be lying if I didn’t say I sneak a glance at my emails before bed to see if there is anything pressing I need to address.

What do you love about your job?

Hearing people’s stories when I’m speaking with prospects. Life is all about experiences and I have the true pleasure of hearing from so many people around the world. I think it also allows me to see that while the world is a truly diverse place, there are many common threads that bind us together.

Also being challenged in so many different ways – it keeps things fresh.

What don’t you like about your job?

Time, or more specifically, the lack thereof. Being that my day is never linear, it’s hard to get to everything I want to accomplish during the day. Mix in a sometimes hectic travel schedule and things get really interesting. During these really busy times, I tend to adopt a ‘sprint’ approach to getting things done, much like a tech company does. It’s a way for me to push forward multiple initiatives at once without losing focus and momentum.

What types of goals do you have? What are the most useful metrics and KPIs for measuring success?

I guess I could give an expected answer, which is that we track application volume, brochure downloads, CV assessments, website traffic, etc. and that we have a numbers to hit every year. All of which is true. Our CRM platform helps tremendously in the area of measurement, as well as many of our digital marketing efforts, which are very trackable.

However, my personal goal with any program we offer is to have an entire class of people I would want to have on my team if I was in the program. That doesn’t mean the same kinds of people, and not necessarily people that I would personally get along with - it’s about adding value to the group. Having a diverse program is important at RSM, but at the same time, we look for people who want to improve themselves, who want to challenge themselves and who are willing to share their life experiences. 

How did you get started in marketing and admissions? Where might you go from here?

This is my first role in the higher education industry. I originally found out about the role from an MBA colleague of mine who is the Director of RSM’s full-time program. We were actually teammates during our time in the MBA program, so it just goes to show the power of the MBA network. She knew the role and thought my experience would be a good fit. I got the job and six weeks later moved with my family to the Netherlands, which was . . . fun.

I’ve only just begun my role at RSM, so I can safely say there are many things I want to accomplish here. I love a challenge and learning new things, which is why I am drawn towards higher education – and especially MBA students. My goal is to raise the brand awareness of RSM, as there are so many great things about this institution and I want the world to know it. Lofty goal I know, but with a great team and some hard work I know we’ll get there.

What advice do you have for people who want to work in marketing and admissions?

Have an open mind. You’ll meet people from around the world, each of whom have lived an entire life before they sit down at your table for their one-to-one. I think it can be difficult to not get jaded in this world. I’ve seen peers and colleagues become judgmental about prospective candidates. For example, maybe you don’t think a person’s reason for doing an MBA is “good” enough. That might be the case, or maybe the candidate didn’t articulate their reason well enough. Our job should be to ask good questions, listen and help candidates find the right program (if any) for them.

Finally, and I think most importantly, we are in a service industry – if even you don’t think so. Our schools and our departments provide a service to our candidates. The moment we start to take our candidates for granted is the moment they select another school. If you think about it, nearly every admissions team has been told by candidates that their school was the final choice because of the service the candidate received. Service goes beyond quick follow up and being responsive, which is important, but it’s more of a mentality. Having a team who understands and really believes in this concept helps make the job that much easier.

If you'd like your profile or a colleague's profile featured in the next Day in the life, please email us at tpeswani@gmac.com