Director of Marketing and Communications | Education

Full Job Description

The Director of Marketing and Communications plays a pivotal role in shaping the schools’ public image and enhancing its visibility and brand preference among its target audience in a competitive educational landscape. This position encompasses a wide range of responsibilities aimed at promoting the school’s mission, values, and programs to various stakeholders, including prospective students, parents, alumni, and the broader community to generate leads and enhance brand preference to meet new enrolment targets.

Main Responsibilities

• Strategic Planning: Design and implement comprehensive marketing strategies across all paid, owned and earned marketing channels to attract diverse student populations from various cultural backgrounds.
• Team Leadership: Develop and lead the marketing and communications team, fostering a collaborative and result-focused environment that encourages creativity and innovation. Provide mentorship and professional development opportunities to team members.
• Cross-Department Collaboration: Work closely with academic departments, admissions, and other functional areas to collaborate on initiatives and ensure cohesive messaging across all platforms.
• Digital Marketing Management: Oversee the development, execution and performance management of digital marketing strategies, including SEM, Social Ads, Programmatic, OOH, Publications; landing pages. Utilize analytics tools to measure effectiveness and optimize campaigns based on data-driven insights.
• Marketing Automation: Collaborate with the Group & partner resources to launch marketing automation with lead nurturing journeys to increase conversion to new enrolment.
• Community Engagement: Plan and execute events that engage prospective families and partners, such as open houses, information sessions, fairs, and roadshows.
• Content Creation: Lead communications team to craft compelling content for various communication channels, e.g. SEO, social, brochures, and collaterals. Ensure that all content and materials reflect the school’s brand identity and messaging objectives.
• Market Research: Conduct market research to identify trends in education marketing and assess competitor positioning. Use findings to inform strategic decisions regarding program offerings and marketing tactics.
• Budget Management: Develop and manage the annual marketing budget, ensuring efficient allocation of resources for maximum impact. Monitor expenditures to stay within budgetary constraints.
• Team development and leadership: You will lead, develop, and expand a strong marketing and communications team to meet objectives including qualified leads, event bookings, and new enrolment. Your team will include Digital Marketers, MarComms & Content Creators, Marketing Ops and Events Manager.
  
  
  

Position Requirement:

• A bachelor’s degree in marketing, communications, public relations, or a related field is required; a master’s degree is preferred.
• A minimum of 7-10 years of progressive experience in marketing and communications roles, ideally within an educational or nonprofit environment. Experience in international or multicultural settings is highly desirable.
• A passion for education and a commitment to promoting diversity within the school community.
• Strong interpersonal skills to build relationships with various stakeholders.
• Ability to thrive in a fast-paced environment while managing multiple projects simultaneously.
• This role is essential to ensure that the XCL Singapore Schools effectively communicates its unique offerings and drives new enrolment results
• Strong leadership capabilities with a proven ability to inspire teams.
• Excellent written and verbal communication skills.
• Proficiency in digital marketing tools and analytics.
• Creative problem-solving skills with a strategic mindset.
• Growth mindset and stakeholder engagement skills
• Result-driven and budget & performance management record
  
  
  

Application

Interested applicants are welcome to apply by 30 October 2024.

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