Director of Admissions and Marketing SEA

Director of Admissions and Marketing SEA

Education in Motion | Singapore HQ

Role Overview

The Director of Admissions and Marketing, SEA is a strategic and visionary leadership role responsible for driving excellence in admissions and marketing across our schools. The incumbent will work closely with the group's leadership and school teams in this Region to develop and implement effective strategies and enhance school capabilities, to maintain our competitive edge in the market. The role encompasses leadership in admissions, marketing, data analytics, brand development, and network-management.

As Admissions and Marketing Business Partner, the incumbent may also be appointed as a Brand Champion of a cross-regional brand to lead this brand's development or for any Region-Specific Brand.

This role will also oversee AMC for EiM portfolio of schools outside of China, including Dulwich Singapore, Dulwich Seoul, Sherfield UK, HIF Switzerland; newly opening school in Thailand and future acquisitions.

Duties and Responsibilities

Strategy Setting

• Collaborate with the group's leadership and school teams to develop a comprehensive admissions and marketing strategy tailored to the specific schools/regions.

• Establish clear and measurable goals for admissions and marketing that align with the overall strategic objectives of the group in this region.

• Monitor and evaluate the effectiveness of the strategies implemented, adjusting as necessary to achieve desired outcomes.

Admissions Excellence

• Provide expert guidance and support to schools to ensure the highest standards of admissions practices are set and maintained ensuring the admissions funnel is managed effectively, from initial inquiry to final enrolment, ensuring a smooth and efficient process.

• Develop and implement training programs to build and enhance school-level admission capabilities.

• Work with the Heads of College/School to establish ambitious yet achievable targets for student enrollment and retention.

• Conduct regular reviews to ensure each school has the right team and resources in place to meet admissions goals.

Marketing Leadership (incl Digital Marketing)

• Equip school marketing teams with cutting-edge marketing technology and tools to enhance their capabilities.

• Provide ongoing training and development to ensure teams are up to date with the latest marketing trends and best practices.

• Design and oversee high-performing group marketing campaigns that help drive student recruitment and engagement.

• Evaluate the efficiency of marketing activities at school level, optimizing strategies to achieve maximum impact.

Customer Experience

• Lead schools in conducting thorough diagnoses of the current customer experience (CX), identifying areas for improvement.

• Support the school teams in developing and implementing action plans to enhance the overall customer experience, ensuring a positive and consistent journey for prospective and current students and their families.

• Monitor and assess the effectiveness of CX initiatives, making data-driven adjustments to continuously improve satisfaction levels.

Duties and Responsibilities Continued

Data Analytics

• Champion the adoption of a data-driven, analytics-backed mindset across schools.

• Build and develop analytical capabilities within the schools to support informed decision-making.

• Establish and implement new ways of working that leverage data insights to drive improvements in admissions and marketing activities.

External and Internal Networking

• Build and cultivate an EiM external network with the relevant context, fostering relationships with key stakeholders.

• Encourage and facilitate the sharing of best practices amongst schools to maximize the benefits of the network.

• Organize and participate in network events and activities to strengthen connections and collaboration across the group.

Brand Leadership (Brand Champion)

• When being appointed as a Brand Champion of a cross-regional brand or for any Region-Specific brand, lead this brand's development and coordinate with other regional marketing team to ensuring a strong and cohesive brand presence.

• Focus on defining and articulating the brand value proposition, unique selling points (USPs), and brand assets.

• Ensure the brand remains competitive in the market and is consistently represented across all schools and regions.

• Oversee the implementation of brand guidelines and standards to maintain a unified and professional brand image.

Business Development

• Support business development team for any growth opportunities in this Region or under the remit of a Brand Champion, including market research, customer insights and other broader admission and marketing needs.

Qualifications, Experience and Skills

• Senior Leadership Collaboration: Extensive experience in working with senior leadership teams, contributing to goal and strategy setting to drive organizational success.

• Brand and Business Growth: Proven success in expanding brand presence and business operations within the SEA market.

• Admissions Expertise: Demonstrated experience in admissions, with a proven track record of building and managing a high-performing team.

• Marketing and Customer Experience: Comprehensive knowledge in marketing and customer experience, particularly within premium, high-touch service brands.

• International Education Sector: Experience working within the international education sector is essential; experience with premium service sectors is a plus.

• Data-Driven Mindset: A data-driven approach to decision making, with a proven history of leading teams to develop a culture and capabilities centered around data-driven decisions.

• International Vision: Proven ability to work with cross-cultural teams, demonstrating an international perspective in all endeavors.

• Preferably over 15 years of working experience.

Core Competencies

The ability to innovate and lead change by identifying improvement areas, life-long learning and implementing new tools and technology for team and group benefits. Cultivates a creative team atmosphere allowing people to embrace change and innovative ideas.

Drive Sustainability

The ability to think and act responsibly and promote sustain- able practices to maximise social impact and personal impact, maintain a positive outlook at work, take accountability of own practice, and have a global mindset to achieve sustainable development goals.

Work Inclusively & Foster Partnership

The ability to be adaptable and transparent in interacting with people with different backgrounds, work collaboratively and across boundaries, regardless of personal job responsibility, and be consultative to draw informed decisions and build a wider community with students, parents, and colleagues to ensure their voice is heard and valued.

Delivering Results

The ability to deliver desired results, in accordance with business objectives, plan activities and projects well in advance, take