Job Summary
As the E-commerce, Content and Digital Marketing Senior Executive, you will manage digital growth
for Wow Learning (Wow Education International), a Singapore enrichment education provider for
children aged 4 to 12 specialising in robotics, coding and AI (through the Artec Innovator Academy
and Artec Robo platforms) and visual arts (Wow Art Learning and National Arts Council art education
programmes), with programmes aligned to Singapore's MOE frameworks. You will grow the
company across both of its channels: business-to-business enrolment of schools and preschools into
enrichment programmes, and business-to-consumer sales through the Wow Learning online store
(wowlearning.store), which sells robotics, coding, AI and art learning kits directly to parents. Owning
e-commerce, content and performance marketing end to end, you will drive online store revenue,
programme enquiries and enrolment across both audiences, with measurable targets for traffic,
leads, conversion and return on ad spend.
Key Responsibilities
Digital Strategy and Audience Segmentation
- Develop and execute the digital marketing plan across paid, organic, social and email channels, aligned to the school-term, holiday-programme and enrolment calendar.
- Plan and target distinct audiences: schools and preschools (principals, heads of department and enrichment coordinators) for programme enrolment, and parents of children aged 4 to 12 for online store purchases and class enrolment, tailoring messaging, offers and creative to each.
- Set, track and report on KPIs across both channels, including online store revenue, return on ad spend (ROAS), cost per lead (CPL) for programme enquiries, conversion rate, average order value and enrolment sign-ups.
E-commerce (Wow Learning Online Store)
- Manage and grow the Wow Learning Shopify store (wowlearning.store), including product listings, the Robotics, Coding and AI Learning and Art Learning collections, pricing, bundles, promotions and stock availability in coordination with the operations team.
- Optimise the store for conversion: product pages, collection pages, checkout flow, merchandising and seasonal campaign landing pages.
- Plan and run store promotions and seasonal campaigns aligned to school holidays and enrolment periods, and monitor sales, average order value, conversion rate and cart abandonment.
- Support online sales of the robotics, coding and AI learning kits, the 3D virtual coding programme and the art learning kits, including the Kraftworks home art packs.
Paid Campaign Management
- Plan, set up and manage paid campaigns on Meta Ads Manager (Facebook and Instagram) and Google Ads (Search, Performance Max and YouTube), targeting both the school and parent audiences.
- Manage budgets, bidding and audience targeting, run A/B tests on creative, copy and landing pages, and optimise campaigns to meet ROAS and CPL targets.
- Build and manage remarketing audiences to re-engage store visitors and programme enquirers.
Search Engine Optimisation (SEO)
- Conduct keyword research and on-page SEO for the wow.com.sg website and the Wow Learning store using tools such as Google Search Console, improving organic ranking and traffic for enrichment, robotics, coding and children's art search terms.
- Monitor site health, indexing and page performance across both sites, and implement content and technical improvements.
Content Production
- Plan and produce content for both audiences: programme and STEM and art education content for schools and preschools, and product, activity and parenting content for families, across social posts, blog and educational articles, email newsletters, product descriptions and short-form video.
- Manage the company's social media presence and community engagement on Facebook and Instagram, and maintain a content calendar aligned to the academic and holiday-programme cycle.
- Use AI-assisted tools (for example ChatGPT and Canva) to accelerate content ideation, drafting and creative production, while maintaining brand voice and accuracy.
Email and CRM
- Build and manage email and CRM campaigns to schools (programme nurture and re-engagement) and to store customers and enrolled families (welcome, promotions, repeat purchase and class reminders), and maintain segmented contact lists.
- Track open, click and conversion rates, and optimise campaigns for engagement, enrolment and sales.
Analytics and Reporting
- Set up and maintain web and campaign analytics using Google Analytics 4 (GA4) and the Shopify and platform dashboards, tracking traffic sources, store conversions, lead generation and channel performance.
- Produce regular performance reports for management with insights and recommendations and use data to guide budget allocation and campaign optimisation.
Requirements
- Diploma or Degree in Marketing, Business, Communications or a related field, or equivalent practical experience.
- Interest in and foundational knowledge of digital marketing and e-commerce relevant certifications (for example WSQ Digital Marketing, Social Media Marketing, or Digital Marketing and E-Commerce) an advantage.
- Familiarity with, or willingness to learn, digital marketing and e-commerce tools such as Shopify, Meta Ads Manager, Google Ads, Google Analytics 4, Google Search Console, email and CRM tools, and AI-assisted content tools.
- Strong written communication and content creation skills in English an interest in children's education, robotics or the arts an advantage.
- Analytical, data-driven and organised, able to manage multiple campaigns and deadlines across both business and consumer channels.
- Proactive, creative and results-oriented, comfortable working hands-on in a small-business environment.
