Catalina Restrepo Arias
Redfern, Sydney,NSW
Summary
Dynamic Senior Domestic Recruitment Officer at the University of Technology Sydney, adept at driving recruitment strategies and enhancing student engagement. Proven expertise in data analytics and stakeholder management, successfully leading major recruitment events and campaigns that significantly boosted domestic enrolment. Passionate about creating impactful marketing plans and fostering strong relationships across diverse teams.
Overview
13
13
years of professional experience
Work History
Senior Domestic Recruitment Officer
University of Technology Sydney
Sydney, Australia
03.2023 - Current
- Develop and deliver targeted student recruitment campaigns aligned with UTS domestic enrolment strategies and faculty-specific objectives.
- Plan and execute communication and engagement plans to support domestic student pipelines across the Faculty of Arts and Social Sciences and the Transdisciplinary School, ensuring alignment with financial and recruitment goals.
- Build and maintain strong relationships with faculty stakeholders, including senior academic staff, professional services, and university-wide teams.
- Lead the planning and delivery of major recruitment events, such as UTS Open Day (2023, 2024), including program coordination, logistics, budgeting, and post-event reporting.
- Manage the UTS Student Ambassador Mentorship Program, including onboarding, training, and scheduling student representatives for events and campaigns.
- Provide performance reporting and insights to inform future recruitment strategies, leveraging tools such as Salesforce, Excel, and event feedback data.
Marketing Coordinator
LinAs Australia
Sydney, Australia
01.2021 - 03.2023
- Developed and implemented marketing plans and content calendars across international markets, including Lithuania, Latvia, Estonia, Spain, and LATAM.
- Led digital campaigns to drive lead generation, brand awareness, and promote education providers, course offerings, and the Australian student experience.
- Managed social media and content across Instagram, Facebook, YouTube, TikTok, websites, and email marketing platforms.
- Conducted ongoing market research and data analysis to guide strategy; proficient in Google Analytics and social media insights.
- Oversaw internal and external communications, including newsletters and email campaigns.
- Delivered events, networking workshops, and seminars for international students in Australia and overseas.
- Designed promotional materials and led external creative teams when outsourcing was required.
- Collaborated with enrolment teams in LATAM and Europe to support the full student journey from lead generation to enrolment.
- Managed and mentored onshore and offshore adviser teams, with a strategic focus on recruitment, market trends, and business goals.
Marketing & Public Relations Specialist
Community Support Service
Sydney, Australia
04.2020 - 04.2022
- Developed the Marketing and Business Plan
- Wrote Grants and oversaw grants management
- Led the design & re-development of Organisational Website, including Aesthetics and Copy. Liaising with pro-bono work
- Managed Social Media Channels and created valuable content for social media, sponsors, and website.
- Developed all marketing materials, including photoshoots and physical/digital content.
- Developed & executed multi-channel fund-raising activities (online, offline and through direct marketing).
- Liased with Stakeholders groups and managed Student Placements, including Western Sydney University and TAFE.
- Managed volunteers’ group.
Food & Beverage Specialist
PINNACLE PEOPLE
Melbourne/Sydney, Australia
06.2018 - 03.2020
- Event Planning & Execution
- Teamwork & empathy - Performing all-rounded roles accountably of the team.
- Time-management –Synchronized and detailed delivery
Shop Manager
CNF RESTAURANT CAFÉ BAR
Melbourne, Australia
01.2017 - 02.2018
- Leadership– Handling store and customer issues
- Decision Making – Inventory and HR Management
- Creativity & Innovative thinking – Campaigns to maintain customers flow in a highly competitive location, Chapel Streer
Junior Consultant (Work-placement)
ConsultAndes
Bogotá, Colombia
01.2015 - 05.2015
- Problem Solving - Reengineered ten organizational processes following the ISO 9001 Quality Standards to increase operational efficiency by 45% in 6 months
- Communication Skills – Prepared training materials on ISO 9001 standards and conducted coaching sessions.
Sales & Marketing Representative (Apprenticeship)
Michael Page Colombia International
Bogotá, Colombia
06.2014 - 12.2014
- Professionalism - Managed several key accounts, including Samsung, Team foods, Nestlé, PepsiCo, and Black & Decker.
- Resourcefulness – Designed a market research technique for the company to identify market trends and salaries within targeted candidates and client companies.
Assistant Tutor
UNIVERSIDAD DE LOS ANDES
Bogotá, Colombia
06.2014 - 12.2014
- Presentation skills & Public Speaking
- Adaptability & willingness to learn from Others
Junior Consultant (Apprenticeship)
FUNDACIÓN HOGARES BAMBI (NGO)
Bogotá, Colombia
07.2012 - 12.2012
- Critical Thinking- Resource allocation based on org. needs and talents.
- Project development & Management - Launched a revision of a sponsors’ plan, increasing trends by 2500% in15 days.
Education
Diploma of Graphic Design -
TORRENS UNIVERSITY
Sydney, Australia01.2023
Adv. Diploma of Digital Marketing -
AUSTRALIAN COLLEGE OF BUSINESS INTELLIGENCE
Sydney, Australia01.2021
Master of Marketing Management -
LA TROBE UNIVERSITY
Melbourne, Australia01.2018
Bachelor’s Degree in Business Administration -
UNIVERSIDAD DE LOS ANDES
Bogotá, Colombia01.2015
Skills
- Recruitment Strategy
- Recruitment Marketing
- Brand Management
- Project Management
- Stakeholder Management
- Event Planning & Coordination
- Lead Generation
- Multi-channel Campaigns
- Integrated Communications
- Direct Marketing
- Marketing Plans
- Social Media Management
- Creative Direction
- Student Journey Mapping
- Data-Driven Decision Making (Data Analytics, Google Analytics)
- CRM Strategy & Management (HubSpot, Salesforce)
- Digital Advertising & Campaign Optimisation (Google Ads, LinkedIn Ads, Meta Ads)
- Creative Content Development (Adobe Suite, Canva)
Volunteer Experience
- ThriveCru Ltd & LiveConnection, 06/01/20, 02/28/21, Marketing plan Development, website development & design of org. assets.
- The Bag Project, 06/01/20, 12/31/20, International Students Emergency Relief services.
- The Couch Project (The Salvation Army), 02/01/13, 11/30/13, International student services.
- Missionary Group 'Las hijas de Maria', 02/01/04, 06/30/07, Supporting elderly and homeless people.
Timeline
Senior Domestic Recruitment Officer
University of Technology Sydney
03.2023 - Current
Marketing Coordinator
LinAs Australia
01.2021 - 03.2023
Marketing & Public Relations Specialist
Community Support Service
04.2020 - 04.2022
Food & Beverage Specialist
PINNACLE PEOPLE
06.2018 - 03.2020
Shop Manager
CNF RESTAURANT CAFÉ BAR
01.2017 - 02.2018
Junior Consultant (Work-placement)
ConsultAndes
01.2015 - 05.2015
Sales & Marketing Representative (Apprenticeship)
Michael Page Colombia International
06.2014 - 12.2014
Assistant Tutor
UNIVERSIDAD DE LOS ANDES
06.2014 - 12.2014
Junior Consultant (Apprenticeship)
FUNDACIÓN HOGARES BAMBI (NGO)
07.2012 - 12.2012
Diploma of Graphic Design -
TORRENS UNIVERSITY
Adv. Diploma of Digital Marketing -
AUSTRALIAN COLLEGE OF BUSINESS INTELLIGENCE
Master of Marketing Management -
LA TROBE UNIVERSITY
Bachelor’s Degree in Business Administration -
UNIVERSIDAD DE LOS ANDES
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