Position Objective

The Senior Marketing Executive is responsible for 

• Contributing to the development and execution of the school’s marketing strategy to drive the school’s growth goals and agenda
• Implementing multi-channel / omni-channel tactical marketing campaigns, generating quality admissions enquiries from multiple target segments based on data-driven personas
• Positioning the School as a leading American international school in HCMC of choice through media partnerships and outreach

Responsibilities

Strategic Marketing & Research 

• Senior Marketing Executive will be responsible for reviewing and aligning the marketing strategy from the Head of Marketing & Head of Admissions to both digital and offline channels which includes but are not limited to: GoogleAds, Google Analytics, Windsor AI, website Content Management System (CMS – ie WordPress VIP), Microsoft Dynamics eDM (marketing module electronic Direct Mailing), SEO/SEM, events and roadshows.
• Work closely with the Head of Marketing and Head of Admissions to generate quality leads, enquiries and achieve enrolment targets.
• Engage actively in professional development in order to remain current in best offline and digital marketing practices related to school communications, social media, and effective marketing and advertising strategies.
• Participate in the work and success of the marketing team and provide support for school events and projects as requested.

Brand Advocacy to Stakeholders 

• In addition, the position will also be overseeing all aspects of the school’s print and electronic communications through (external) vendors and freelancers, ensuring the brand equity and continuity of the school’s visual identity system, and all marketing-related activities and events to gain quality inquiries. Oversee the work of external print vendors in production of printed materials and web visuals, in collaboration with Head of Marketing & Communications
• Deploy branding for the school’s internal and external usage, including and not limited to: emails, stationary, uniforms, forms and documents, handbooks, print and digital ads, email messages to sponsors, banners, backdrops, and more.

Typical Duties 

• Analyze data and trends from our Google Analytics and Windsor accounts, send weekly flags and highlights to partner digital agencies and Head of Marketing for action. 
• Prepare weekly and monthly report on ROAS, project statuses, current and future campaigns, and year-to-date timeline of marketing strategy and activities.
• Align school’s growth goals and marketing strategy with digital effectiveness in SEM and SEO with agencies. 
• Obtain competitive quotes on printing projects. Liaise and ensure the quality of print with the supplier and Head of Marketing for all materials.
• Responsible for the layout, visual appearance and usability of the school website, multimedia graphics and landing pages of the School’s website.
• Make consistent changes and update the website as needed
• In charge of sorting the invoices and purchase orders out of marketing related suppliers.
• Plan and deploy digital campaign across channel:: website, online campaigns, email marketing, social media, and digital content production. 
• Create and deploy contracts with marketing and/or event vendors and partners.
• Establish and maintain good relationships with all marketing partners, and sponsors, to ensure our activities exploit opportunities and are complementary to each other.
• Organize the annual designs for each school year, keep track of activations and ads schedule, and practice good communication between all team members.
• Coordinate designs in collaboration with the Admissions team, other academic departments, and external agencies/vendors which includes but is not limited to: Admissions Handbook and kit, Academic Calendar, Tuition Fees, High School Profile, Recruitment Handbook School Handbook, Powerpoint slides & infographics, walkway banners, musical programs, Coombs calendar events, and marketing gifts and apparel. 
• Collaborate with vendors for external print and digital ad banners at: LED screen ads, flash ads, building elevator decals, LCD screen ads & standees, magazines, etc.
• Responsible for the layout, content of the annual yearbook. Collect, organize and edit photos for the yearbook.

Tactical Marketing and Communications

• Support the marketing and promotional activity for the school (including events, digital marketing, advertising, PR, sponsorship etc.) 
• Support the organization and promotion of admissions events (Open Days and Assessments).
• Work closely with the school’s Communication Liaison, maintain the content for the School’s website (keep it up-to-date with recent news items on a current basis). 
• Run digital marketing campaigns (incl. social media), in collaboration with the Head of Marketing & Communications and the School’s agencies. 
• Run email campaigns (eDMs) via the email marketing platform.
• Manage the production of all external marketing collateral including prospectus and direct marketing activities
• Maintain and update school photo gallery and shared media drive. 
• Update or create yearly all printed communication materials including Prospectus, Curriculum Guides, General School Handbook, Yearbook.

Supporting Asset Creation for External Communications 

• Manage the design development and maintenance of all print and electronic collateral including, but not limited to, handbooks and curriculum guides and the School Yearbook.
• Maintain the school’s (digital) library of communication resources; images, parent testimonials and refresh accordingly
• Build a deep knowledge of the School’s provision, programs and results; constantly refresh this knowledge to maintain an expert level understanding to inform external designs.
• Create content for digital communications such as posting on school’s website, Facebook, Instagram, etc.
• Coordinate film and video content including and not limited to: webinars, parent workshops, and virtual tour & talks. 

The job holder’s responsibility for promoting and safeguarding the welfare of children and young person’s for whom s/he is responsible, or with whom s/he comes into contact will be to adhere to and ensure compliance with the relevant Cognita Safeguarding; Child Protection Policy and Procedures at all times. If in the course of carrying out the duties of the role, the job holder identifies any instance that a child is suffering or likely to suffer significant harm either at school or at home, s/he must report any concerns to the School’s Child Protection Officer/Designated Safeguarding Lead or to the Head of indeed to the Regional CEP so that a referral can be made accordingly to the relevant third part services

Position Requirements

• This role requires an experienced consumer and performance marketing professional with a developed knowledge of the full marketing mix and multi-channel deployment; experience of designing and developing campaigns, optimizing returns as well as leading and managing agency resources to generate outstanding work that achieves results.
• 5+ years’ corporate level communications expertise who has experience in both message development and execution, gained in an environment where they have worked across multiple channels to multiple audiences.
• This role will be digitally savvy, being able to harness the digital environment to effectively engage with diverse stakeholder groups.
• This role will be an excellent copywriter with the ability to create and adapt tone of voice relevant to the audience whilst working within an overarching corporate style.
• This role will be empathetic with a school community, able to tap into the needs of parents to share communications that are relevant and impactful.
• Strong attention to details and good ability to