Job Summary
The Marketing Manager is responsible for leading and executing marketing strategies to drive student enrolment, strengthen brand positioning, and support business growth. This role oversees campaign planning, digital marketing, and team performance, while working closely with Sales, Student Services, and Academic teams to ensure alignment with programme offerings and enrolment targets.
Key Responsibilities
1. Marketing Strategy & Planning
- Develop and execute overall marketing strategy aligned with business and enrolment goals
- Plan annual and quarterly marketing calendars for programme promotion
- Identify target audiences and positioning for different courses
- Manage marketing budget and optimise ROI
2. Lead Generation & Enrolment Growth (Sales Alignment)
- Drive lead generation through digital and offline channels
- Work closely with Sales team to improve lead quality and conversion rates
- Track and optimise the full funnel (lead → enquiry → enrolment)
- Support achievement of enrolment targets
3. Digital Marketing & Performance
- Oversee digital marketing channels (social media, Google Ads, email marketing, SEO/SEM)
- Analyse campaign performance and optimise based on data insights
- Manage website performance, landing pages, and user experience
- Implement marketing automation and CRM integration where applicable
4. Content & Brand Management
- Develop compelling content aligned with the institution's brand and values
- Ensure consistency in messaging across all platforms
- Oversee creation of marketing materials (brochures, ads, videos, etc.)
- Strengthen brand awareness and positioning in the education market
5. Events & Partnerships
- Plan and oversee marketing events (webinars, workshops, info sessions)
- Build partnerships with organisations, schools, and industry partners
- Represent the organisation at external events when required
6. Team Leadership & Management
- Lead and manage the marketing team (executives, designers, agencies)
- Set KPIs, monitor performance, and provide coaching
- Manage external vendors and agencies
7. Market Research & Insights
- Conduct competitor and market analysis
- Identify trends in education and learner behaviour
- Use data to refine marketing strategies and offerings
8. Cross-Functional Collaboration
- Work closely with Sales on lead management and conversion strategies
- Collaborate with Student Services on student journey and communications
- Partner with Academic team to ensure accurate programme representation
- Align marketing campaigns with course schedules and intake planning
Key Performance Indicators (KPIs)
- Number of leads generated
- Lead-to-enrolment conversion rate
- Cost per lead and cost per acquisition
- Campaign ROI and performance metrics
- Website traffic and engagement
- Achievement of enrolment targets
- Brand awareness and engagement
Requirements
Education & Experience
- Degree in Marketing, Business, or related field
- 5-8 years of marketing experience, preferably in education or services industry
- Prior team management experience preferred
- Familiarity with CRM systems (e.g., Salesforce)
- Understanding of local education regulations (e.g., EduTrust in Singapore)
Skills & Competencies
- Strong strategic thinking and execution skills
- Expertise in digital marketing and analytics
- Leadership and team management abilities
- Strong communication and stakeholder management skills
- Data-driven with strong analytical mindset
- Ability to work in a fast-paced, target-driven environment
Ideal Candidate Profile
- Results-driven with strong commercial awareness
- Creative yet analytical thinker
- Strong leader who can drive team performance
- Passionate about education and lifelong learning
