"Senior Manager/Associate Director (Marketing), MSc Programmes Office"

Job Description

The incumbent will play a key role in shaping and executing the marketing strategy for the MSc Programmes Office. This position focuses on driving student enrolment through integrated digital marketing campaigns, market-specific engagement initiatives, and data-informed performance analysis. The ideal candidate will bring a strategic mindset and strong execution capabilities in digital performance marketing, marketing technology (MarTech), and lead lifecycle management.

1. Digital & AI-driven Performance Marketing
   • Plan and manage end-to-end digital campaigns across platforms such as Google, Meta, LinkedIn, WeChat, Xiaohongshu, Douyin, and programmatic networks to generate quality leads.
   • Oversee media agencies, campaign budgets, KPIs, and performance reporting.
   • Ensure consistent and compelling messaging across all channels that effectively communicates each programme’s unique value proposition.
2. Martech & Lead Management
   • Oversee the lead lifecycle using marketing automation tools (e.g., Salesforce Marketing Cloud, Slate).
   • Partner with the admissions team to enhance lead nurturing, scoring, and conversion workflows.
   • Maintain and enhance lead databases with a focus on data accuracy, segmentation, and GDPR compliance.
   • Develop real-time dashboards to monitor campaign and funnel performance.
3. In-Market Messaging & Event Activation
   • Customize and localize messaging for target markets.
   • Plan and implement in-market initiatives such as virtual events, strategic partnerships, content collaborations, and alumni showcases.
   • Work closely with regional partners to ensure alignment and cultural relevance in execution.
4. Strategic Planning & Stakeholder Engagement
   • Develop annual and quarterly marketing plans aligned with the goals of the programme office.
   • Provide performance insights and market intelligence to senior leadership.
   • Collaborate with programme directors, faculty, admissions teams, and external vendors to ensure cohesive and effective marketing execution.
5. Team Leadership
   • Lead and mentor a marketing team to deliver results across key marketing functions.
   • Set clear goals and expectations, provide regular feedback and support professional development and upskilling.

Qualifications

• A bachelor’s degree in Marketing, Business, Communications, or a related discipline.
• At least 7 years of relevant experience in higher education marketing, digital marketing, or B2C lead generation.
• Demonstrated success in planning and executing digital campaigns and events across diverse markets with measurable impact.
• Proficient in using marketing automation platforms and CRM systems to drive campaign performance and lead management.
• Good knowledge and understanding of core CRM principles, with experience in Salesforce highly preferred.
• Strong communication skills with the ability to engage and influence a wide range of internal and external stakeholders.