Design and execute parent lifecycle journeys (onboard, in-programme engagement, progression).
Set up marketing workflows, toolkits and templates that improve the speed, consistency and cost-effectiveness of campaign rollout.
Work with DX team to optimize email, WhatsApp, and in-app communication.
Segment parents by behavior, tenure, programme and centre to deliver relevant, timely messaging.
Identify process gas and recommend improvements to retention workflows and SOPs.
Ensure compliance with PDPC and internal data governance standards.
Retention Campaigns and Programmes
Plan and manage retention-led campaigns such as sibling and referral initiatives, loyalty and milestone programmes, win-back campaigns for withdrawn families.
Collaborate with the Business Unit on centre-specific retention needs (e.g. red centres, utilization gaps) and ensure that we reduce manual intervention as much as possible.
Ensure all campaigns and communications clearly articulate brand USPs and benefits to parents.
Guide the creation of digital assets, event materials, EDMs, videos, social posts, and marketing collateral to maintain consistent, parent-centric brand representation.
Team Leadership & Stakeholder Management
Lead and mentor the marketing team by setting clear goals, fostering a high-performance culture, and encouraging accountability.
Build strong partnerships with internal teams like Business ops, Business units, Curriculum team and external agencies/vendors to execute campaigns efficiently and creatively
Champion a data-driven culture within the team, ensuring decisions are grounded in analytics and measurable results
Requirements
Degree in Marketing, Communications, Business, or a related field.
A Master's in Business Administration is an advantage
More than 7 years of marketing experience with 2-3 years of people management skills
Strong experience in retention, lifecycle marketing, CRM, or growth-focused roles.
Experience in preschool, education, or parent-focused industries is a plus.
