Senior Manager, Marketing (My First Skool & LIttle Skool-House)

NTUC First Campus is seeking a Senior Marketing Manager to lead the development and execution of marketing strategies specifically for our preschool brands, My First Skool and Little Skool-House.

This role is critical in driving brand awareness, improving brand reputation, and generating demand to meet enrolment targets. Reporting directly to the Chief Customer Officer, you will work across the organisation to ensure that our marketing activities are aligned with our overall business goals and core values.

Job Responsibilities

• Integrated Marketing Approach: Drive an integrated marketing strategy that strengthens the NFC preschool brands, ensuring that business targets are met through aligned programs, campaigns, and events.
• Customer Engagement, Brand Development & Strategy : Develop and implement a comprehensive strategy to cultivate and engage with potential and existing customers. This includes creating compelling brand narratives and value propositions that ensure My First Skool and Little Skool-House remain top of mind and have strong recall among parents. The strategy will encompass content creation, journey mapping, and leveraging multiple customer touchpoints across offline, online, and social platforms.
• Digital Marketing Strategy & Execution: Plan, execute, and optimise digital marketing campaigns across various channels, including search engines, social media, email, and content marketing. This involves leveraging data-driven insights to continuously refine targeting, messaging, and channel mix to maximise engagement, demand generation, and conversion. Ensure that all digital initiatives are aligned with overall brand strategies and business objectives.
• Cross-Functional Collaboration & Stakeholder Management: Work closely with various departments (e.g., BUs, enrolment, and operations teams) to ensure a unified NFC approach that maximises sector opportunities and enhances the customer experience. Engage with business units through on-the-ground centre visits to understand each centre's unique selling propositions and secure buy-in for marketing campaigns.
• Campaign Management and Data Analytics: Provide clear customer segmentation strategies through the identification of key customer segments. Lead the hands-on execution of multi-channel campaigns that span across online (digital ads, social media, SEO & SEM) and offline channels. Manage creative and media agencies to ensure effective campaign execution and maximise advertising exposure and demand generation. Utilise strong data analysis skills to understand which marketing efforts are most effective. Provide insights and identify opportunities for optimisation or business development.
• Marketing Budget & Timeline Management: Oversee the development and management of the annual marketing budget, ensuring that all marketing activities are conducted within the approved budget and timelines. Prepare and monitor the marketing budget on a monthly basis, ensuring financial accountability.
• Market Intelligence and Trend monitoring: Monitor competitors and market trends to identify opportunities for differentiation and improvement in our marketing strategies.
• Voice of the Customer (VOC): Conduct regional VOC research, either independently or in collaboration with other teams, to assess product positioning, brand equity, customer satisfaction, and marketing efficiency.
• Agency & Vendor Management: Lead all aspects of agency and vendor relationships, ensuring that external partnerships align with NFC's marketing goals and standards.
• KPIs: Marketing efficiencies targets, Enrolment targets, Leads targets, Brand awareness and reputation targets.
  
  

Job Requirements

• Degree in Business, Marketing, Communications, or a related field. A Master’s degree is preferred.
• 10+ years of marketing experience, with at least 3+ years in a managerial role, specifically in developing integrated marketing campaigns through offline and online channels.
• Strong strategic, data-driven, and customer-focused mindset with a proven ability to collaborate effectively across functions.
• Demonstrated experience in building strategic relationships and leading through collaborative influence.
• Proven track record in operational excellence, creativity, and using analytics to achieve results.
• Experience with digital marketing tools and analytics, including SEO/SEM, Hubspot, and social media paid advertising (Meta, Instagram etc).
• Passionate about the education industry with a curious and out-of-the-box thinking approach.
• Strong content architecture knowledge and experience in managing ad content strategies.
• Experience in agency management and vendor relationships.
• Strong analytical skills with the ability to spot trends and make data-driven recommendations.