Manager – Brand & Activation Marketing

Key Responsibilities

1. Brand Strategy & Positioning Develop and implement the school's annual marketing and brand strategy aligned with student recruitment and business objectives. Strengthen the school's positioning as a premium British international school in Malaysia. Ensure consistent brand identity, messaging and visual standards across all channels and marketing materials. Translate the school's academic strengths, student experience, facilities and boarding offering into compelling parent-facing messages. Work closely with academic leadership to ensure accurate and differentiated communication of the school's value proposition.
2. Integrated Marketing & Lead Generation Develop and execute marketing campaigns to generate qualified student enquiries and support enrolment targets. Oversee digital campaigns across Google, Meta and other relevant channels, working with appointed agencies. Manage website content, search visibility, campaign landing pages and conversion optimisation initiatives. Develop targeted marketing activities for domestic and international parent segments. Work with Admissions and Student Recruitment to align campaigns with recruitment priorities, monitor lead quality and conversion, and improve marketing performance.
3. Brand Activation & Events Lead the planning and execution of school Open Days, recruitment events, school showcases, exhibitions and promotional activations. Develop initiatives to increase event registration, actual attendance and post-event enrolment conversion. Work with academic teams to create engaging, differentiated experiences for prospective parents and students. Explore partnerships and collaborations to expand brand visibility and reach.
4. Content, Communications & Public Relations Oversee the production of school brochures, videos, digital content, advertising materials and other marketing collateral. Develop a structured content calendar highlighting academic achievements, student life, parent testimonials and school activities. Manage marketing-related public relations, media opportunities and brand campaigns. Ensure all marketing communications accurately reflect the school's values and premium positioning.
5. Budget, Agency & Team Management Manage the annual marketing budget and optimise expenditure against measurable outcomes. Brief, appoint and manage external agencies, designers, photographers and marketing vendors. Supervise the Marketing Executive and oversee day-to-day delivery of marketing initiatives. Establish clear campaign timelines, performance expectations and reporting standards. Recommend improvements based on marketing performance and recruitment funnel analysis.

Requirements

Minimum 5–7 years of experience in marketing, including experience in the K–12 international school or private education sector. Proven track record of managing marketing campaigns with measurable commercial outcomes. Strong understanding of performance marketing, digital platforms, content strategy and event activations.

Strong proficiency in written and spoken English is essential; Mandarin proficiency is preferred.