The Marketing Manager will drive the school's brand visibility and enrollment growth by implementing effective marketing strategies tailored to a start-up environment (for the first 2 years). This role focuses on developing marketing strategies and implementation plans, liaising with local marketing/branding/digital agencies, managing digital platforms, creating compelling content, and leveraging social media and SEO/SEM to engage prospective families and build community connections. The Marketing Manager will work closely with leadership, EiM, and the Communications Manager to align marketing efforts with the school's values and admissions goals, ensuring a strong and consistent presence across all channels.
Responsibilities
Marketing Strategy and Implementation Plan:
- Based on local market insights, develop an annual marketing plan to achieve overall AMC goals.
- Take the lead in developing a digital & channels strategy for the college; proactively identify the unique selling points of the college, select most effective marketing activities, online and offline, in the local market to reach prospects and drive enquiries to admissions team.
- Support student recruitment and community events, taking the lead in designing and implementing marketing materials, online/offline promotion campaigns and other necessary initiatives which help those events to achieve the maximum level of branding and marketing effects.
- Lead the Marketing Team to design and produce marketing collaterals to support the admissions team to convert prospects to enrolment
- Conduct regular market analysis and contribute to the Monthly Report, as well as other report mechanism as guided by the Director of Admissions, Marketing and Communications.
- Setting clear measurable outcomes for each marketing activity, and implement the review as well as reporting mechanism for the outcomes.
Digital Marketing & Channel Management
- Website Management oversee the school's website development, ensuring it reflects DCI identity and values; regularly update and maintain website content including news, events, and curriculum details, monitor website performance and UX to drive engagement and lead conversions
- Social Media Strategy and Content Creation Develop and execute a cohesive social media strategy to engage prospective families and showcase the school's unique culture. Create and manage high-quality, engaging content across platforms, including posts, graphics, and videos, while maintaining brand consistency.
- Analytics, Engagement, and Paid Campaigns Monitor and analyze social media performance to optimize engagement and drive admissions inquiries. Manage paid social media campaigns and actively engage with the online community to build relationships and increase the school's visibility.
- Keep improving overall marketing channel strategy and individual channels based on insights and analytics; provide recommendations to each of the relevant Schools and departments in the marketing area.
Visual Identity and Design Support
- Support with branding and visual projects including brochures, marketing collateral and branded visual displays in schools.
- Upload school and marketing campaign assets including video, photos, collaterals, PR release, editorials, etc onto assets bank as requested by EiM.
- Support design requests from other departments and liaise with internal stakeholders, providing recommendations and suggestions to the relevant teams in the area of marketing and design.
- Within the college, create an internal marketing services request process, delivered through training and templates for internal departments.
Media Engagement
- Oversee media engagement to maximise brand recognition for DCBK and support recruitment for Open Days, roadshows, and other school events for the AMC team.
- Proactively seek opportunities to widen our engagement with media and expand our media channels in order to create more opportunities to generate enquiries.
Skills and Experience Required:
- BA degree or above, preferably in Marketing or relevant major.
- 5-7 years working experience in growth and brand marketing, communications, sales, PR or relevant sectors with people management experience.
- Strong understanding of the education sector and trends within the industry; local Thai international school market experience a plus
- Hands-on experience in social media, digital platforms including Instagram, LinkedIn Facebook and website management. Understanding on digital analysis is highly preferred, such as Google Analytics.
- Good communication skills; excellent in English (speaking and writing) communication capabilities; proficiency in Thai is a plus
- Organised, creative, able to handle multiple projects simultaneously and work to tight deadlines.
- Visually creative and capable of using a number of design tools such as Canva, Photoshop, etc. Previous experience in graphic design or video production is highly desirable.
- Good command of computer skills, including proficiency in Microsoft Word, Excel, PowerPoint and ideally Photoshop and Publishing software
- High level of abilities to build relationships with other team members and manage inter-departmental relationships.
- Agency liaison and management experience highly preferred.
