Title: Head of Marketing & Communications
Reports to: Executive Advisor
Summary of Position
The Head of Marketing & Communications is responsible for managing and ensuring the annual marketing plan and communication strategies are implemented across all Anne Hill educational facilities, campuses, and centres. The core focus will be on the preschool and primary school campuses as well as collateral design support for Anne Hill Enrichment Centre and Anne Hill Bilingual School. They are responsible for delegating and leading the Marketing & Communications team to achieve the KPIs and follow the budget the Management Board sets.
Duties & Responsibilities
Strategise and plan for marketing initiatives, communications, and other customer touchpoints across all campuses, including:
- Create, update and implement the Marketing & Communications Policies & Guidelines
- Plan for the School Calendar and Schedule of Fees
- Promote and create awareness for school programmes or events
- Design and review all forms of copywriting and mass communication templates
- Build and maintain relationships with key stakeholders
- Responsible for the creative direction of all marketing collaterals – provide briefs, review and approve all marketing collaterals including photos, videos, texts, visual designs for various communication platforms and campaigns
- Identify opportunities/areas for improvement and adapt marketing & communication strategies
- Propose and manage marketing budget and expenses
- Provide a year-end report and analysis of the marketing plan
- Maintain a high standard of personal hygiene, dress, uniform, and body language
- Be polite and professional in any situation where the image or reputation of the school is represented
- Attend management meetings and training
- Ensure that all activities are carried out honestly, ethically, and within the parameters of local law
- Be fully conversant with all health, safety, fire safety, and emergency procedures
Education and/or Experience
- Minimum of a Bachelor in Business/Marketing
- Three or more years of related experience in the educational field
Skills, Capabilities & Traits
- Working proficiency in both English and Vietnamese (written and spoken)
- Interpersonal skills
- Strong sense of responsibility and self-initiatives
- Problem-solving skills
- Ability to organise and delegate tasks effectively
- Knowledge of Integrated Marketing Communication Plan and possess the technical skills to execute various areas
- Able to utilise key media platforms – Facebook, Instagram, website, etc
- Understanding of design elements and editing software (e.g. Photoshop, Illustrator) to develop creative directions
Key Performance Indicators - Increase in Enrolments: Measure the number of new student enrolments across all campuses and evaluate the effectiveness of marketing initiatives in attracting new students
- Brand Awareness: Monitor and assess the level of brand awareness for Anne Hill educational facilities, campuses, and centres through surveys, social media engagement, website traffic, and other relevant metrics
- Conversion Rate: Track the percentage of leads generated through marketing efforts that convert into actual enrolments or programme sign-ups
- Website Traffic and Engagement: Monitor website analytics to measure the increase in website traffic, time spent on the website, and engagement metrics such as page views, bounce rate, and click-through rates
- Social Media Reach and Engagement: Evaluate the growth and engagement of social media platforms (Facebook, Instagram, etc.) by measuring the number of followers, likes, comments, shares, and reach of posts
- Marketing Collateral Effectiveness: Assess the impact and effectiveness of marketing collateral (photos, videos, texts, visual designs) by monitoring metrics such as click-through rates, distribution rate, and parents’ feedback
- Cost per Acquisition: Measure the cost-effectiveness of marketing campaigns by calculating the cost per new enrolment or programme sign-up
- Stakeholder Satisfaction: Conduct surveys or gather feedback from key stakeholders (parents, students, faculty, community members) to evaluate their satisfaction levels with the marketing and communication efforts
- Budget Management: Monitor and track the marketing budget, ensuring that expenses are within the allocated budget and identifying areas for cost optimisation
Deliverables
- Updated Marketing & Communications Policies & Guidelines
- School Calendar, Schedule of Fees, and other marketing collateral for each academic year
- Collateral and event management for promotional campaigns and initiatives to create awareness for school programmes or events
- Copywriting and mass communication templates for various platforms
- Strong relationships with key stakeholders established and maintained
- Creative directions and approvals for all marketing collateral
- Adapted marketing and communication strategies based on identified opportunities for improvement
- Proposed marketing budget and expense management
- Year-end report and analysis of the marketing plan
- Active participation in management meetings and training sessions
- Compliance with health, safety, fire safety, and emergency procedures
