JOB PURPOSE

The Head of Marketing - Malaysia’s role is to lead and scale the marketing function across our group of international schools. This pivotal role will shape and execute integrated marketing strategies that drive enrolment growth, build brand equity, and enhance engagement across all customer touchpoints.

KEY RESULTS AREAS/ RESPONSIBILITIES

Strategic Planning & Leadership

• Develop annual marketing strategies in partnership with School Marketing Managers to support admissions and growth targets.
• Guide the translation of each school’s unique brand and value proposition into effective marketing campaigns.Guide the development of engaging content across multiple formats for organic and paid ads (video, social, written, design).
• Monitor market trends, audience insights and competitor activity to inform plans and identify opportunities.

Team Leadership & Collaboration

• Lead and mentor a cross-campus team, including the Digital Performance Manager and School Marketing Managers.
• Build a performance-driven culture with clear KPIs, regular coaching and capability development.
• Promote collaboration and knowledge-sharing across the marketing network.
• Identify and develop emerging talent within the admissions function, building a strong pipeline of future leaders aligned to group needs.

Digital & Performance Marketing

• Lead, guide and support School Marketing Managers in the planning, execution and optimisation of digital marketing content including paid media, social content, website updates and EDM campaigns.
• Leverage analytics tools to track, measure, and optimise campaign performance.
• Work closely with School Marketing Managers to enhance lead generation and conversion funnels via website & CRM automation.

Budgeting & Reporting

• Standardise marketing reporting and performance tracking across campuses.
• Report marketing insights and outcomes to the executive team with actionable recommendations.

Key Measures of Success (KPIs)

These metrics will be used to assess the performance and impact of the Head of Marketing, Malaysia.

Lead Generation & Enquiry Growth

• Growth in qualified enquiries (YOY and vs. target)
• Cost per Lead (CPL) by channel (Google, Meta, SEO, agents, referrals)
• Performance of paid media campaigns (CTR, CPC)
• Lead quality score improvements (via CRM insights and segmentation)

Digital Performance & Visibility

• Website traffic growth (sessions, new users, organic search share)
• SEO ranking improvements for priority keywords
• Engagement rates across social media platforms
• Landing page conversion rates (forms, downloads, event sign-ups)

Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, or a related field.
• 15+ years’ experience in marketing leadership, preferably in education or a customer-  facing industry.
• Demonstrated experience managing cross-functional teams across multiple locations.
• Strong digital marketing expertise, particularly in performance-driven campaigns.
• Excellent stakeholder management, communication, and leadership skills.
• Strategic thinker with hands-on execution ability and a results-oriented mindset