Marketing Executive

COMPANY DESCRIPTION

Kaplan is one of the world’s largest and most diverse education providers with over one million students globally. Headquartered in US, Kaplan is part of Graham Holdings (formerly The Washington Post Company) and is its largest subsidiary.

Kaplan in Singapore has students from over 35 countries and regions. As a Lifelong Integrated Learning Partner, we offer over 450 academic programmes for higher learning and professional certification courses for skills development, providing opportunities for individuals to always stay relevant. To date, these opportunities have benefitted over 85,000 graduates.

We have a diverse team of individuals dedicated to our mission to help individuals achieve their educational and career goals, and build futures, one success story at a time. Our core values - Opportunity, Knowledge, Support, Integrity and Results - help guide the way we work.

At Kaplan, we provide a stimulating and professional working atmosphere with plenty of room for initiatives and growth. If you are seeking for challenges and enrichment, we welcome you to write to us

DESIGNATION : Marketing Executive

RESPONSIBILITIES
- Assist with developing audience
- and mobile-first marketing strategy to drive Kaplan Singapore’s brand and business growth plans in China. Work in tandem with team members, sales and management teams to position Kaplan as the preferred private education institution for Chinese students through effective brand building, content marketing and usage of social media platforms to increase engagement and awareness.
- Assist with optimising the use of social media channels to drive community engagement and raise awareness of Kaplan Singapore’s programmes for students from China, with a focus on paid amplification for reach and impact. These efforts cover online and offline advertising, PR and influencer marketing, events and brandrelated initiatives.
- Take a hybrid approach to content development that includes (1) collaboration with internal stakeholders such as ESA team, the China country team and the Singapore team on content creation as well as (2) hands-on creation and publishing of bite-sized content, without agency support.
- Ensure compliance of marketing and communication materials with Kaplan guidelines and processes.
- Stay up to speed on the marketing landscape in China including digital and social marketing trends, and proactively recommend new marketing ideas and platforms to achieve marketing objectives.
- Provide translation support for the crafting of marketing communications targeted at Chinese students in Simplified Chinese. This involves the translation of materials from English to Simplified Chinese and vice versa.
- Work collaboratively with and provide support to the Sales team on the execution of marketing, recruitment and agent events in China.
- Monitor competitor activities; Recommend and implement Kaplan’s response.
- Manage internal stakeholders including team members, sales team and external agencies and partners to ensure deliverables are achieved in a timely manner and in accordance with priorities.
- Any other tasks as assigned by Assistant Manager.

QUALIFICATIONS
- Bachelor’s degree in Business, Marketing, Mass Communications or equivalent

OTHER INFORMATION
- At least 1 year of experience in integrated marketing in China
- Online marketing and social media marketing experience on Chinese platforms (Douyin, Xiao Hong Shu, Weibo)
- Proven track record in developing compelling content and good with copy
- B2B and B2C marketing experience
- Stakeholder management
- Familiarity with marketing trends and technological developments in China
- Highly motivated, resourceful and results-oriented team player with strong commercial acumen
- Microsoft Office
- Advanced video and image editing skills
- Familiarity with WeChat platform capabilities, dashboards and tools
- Familiarity with XiaoHongShu platform capabilities, dashboards and tools
- Familiarity with Zhihu platform capabilities, dashboards and tools
- Familiarity with Weibo platform capabilities, dashboards and tools
- Familiarity with Baidu platform capabilities, dashboards and tools
- Familiarity with Duoyin platform capabilities, dashboards and tools