JOB PURPOSE
Lead the development and execution of international marketing strategies for Taylor’s University to strengthen its international brand reputation, market presence and consideration, while supporting sustainable international student recruitment across priority markets.
The role is responsible for translating international market insights, recruitment priorities and institutional positioning into integrated marketing strategies and campaigns, with a focus on building demand, strengthening brand preference and improving the effectiveness of international student recruitment marketing.

KEY RESULT AREAS / RESPONSIBILITIES
1. International Brand & Market Strategy
• Lead international marketing strategies to strengthen Taylor’s University’s brand awareness, reputation, positioning and consideration across priority international markets.
• Develop market-specific strategies based on consumer insights, market trends, competitive landscape, recruitment performance and business priorities.
• Develop relevant market narratives and key messages that communicate Taylor’s University’s academic strengths, student experience, global opportunities and institutional differentiators.
• Support the Head of Marketing in the development of the annual Integrated Marketing Plan, including international market priorities, investment strategies and key recruitment opportunities.

2. International Portfolio & Recruitment Marketing
• Act as the marketing lead and key liaison for all international markets working closely with International Student Recruitment and relevant faculty/school stakeholders.
• Develop segment-specific marketing and communications strategies aligned with international student recruitment and enrolment objectives.
• Translate market insights and recruitment priorities into integrated campaigns across awareness, consideration and lead generation touchpoints.
• Develop marketing strategies for priority markets, including country-specific messaging, audience targeting, media approaches and campaign calendars.

3. Integrated Campaign & Communications Management
• Lead the planning and execution of international brand and recruitment campaigns across priority markets.
• Stategize and execute country-specific approach and messaging to drive higher relevance, impactful perception leading to high conversion.
• Develop campaign briefs, communication strategies, key messages and channel plans tailored to different international audiences and market contexts.
• Ensure consistency of Taylor’s University brand positioning across international campaigns while allowing for relevant market adaptation.
• Evaluate campaign performance against agreed brand and recruitment KPIs and translate findings into recommendations for optimisation.

4. Media, Digital & Lead Generation
• Work closely with Agencies and Performance Marketing teams to develop effective international media and digital strategies across priority markets.
• Support the planning and optimisation of paid media, including awareness, consideration and lead-generation initiatives where relevant to market strategy.
• Identify opportunities to improve media effectiveness, audience targeting, lead quality and cost efficiency through data and performance insights.

5. Budget & Operational Management
• Work with the Head of Marketing to plan, monitor and manage assigned international marketing budgets.
• Ensure marketing expenditure is appropriately tracked and activities are delivered within approved budgets.
• Coordinate project estimates, quotations, purchase orders, invoices and other marketing documentation in accordance with internal processes.
• Maintain clear visibility of campaign status, market activity, budget utilisation and key deliverables.
• Identify opportunities to improve marketing efficiency and effectiveness across international markets.

6. Team & Other Responsibilities
• Contribute to the development of international marketing processes, tools and best practices to improve team efficiency and consistency.
• Support knowledge sharing within the marketing team on international market trends, campaign performance and effective marketing practices.
• Coordinate international marketing collateral requirements for recruitment events, exhibitions, partner activities and market engagement.
• Support the Head of Marketing on strategic projects and other marketing initiatives as required.
• Undertake any other responsibilities as assigned from time to time.

JOB SPECIFICATIONS
MINIMUM ACADEMIC / PROFESSIONAL QUALIFICATION
Preferably Bachelor’s Degree in Marketing or Business Management

RELATED EXPERIENCE
• Minimum 4 years Brand Marketing experience (for Assistant Manager) and preferably experience with regional/international marketing or MNC companies

COMPETENCIES (KNOWLEDGE, SKILLS & ABILITIES)
• Strong working knowledge of Microsoft office (especially Microsoft Excel & PowerPoint), good numerical acumen as well as verbal skills
• Knowledge to work with Salesforce is added advantage

COMPETENCIES (BEHAVIOURAL)
• A strong self-starter who is collaborative in nature
• Good sense of critical thinking and solution oriented
• Strong execution experience with an eye for details: hands on operational skillset
• A good team player with strong initiative and follow-through
• Ability to work within cross functional teams: Good interpersonal, communication and listening skills
• Independent, resourceful and pro-active approach to problem solving
• Upholds high integrity and quality of work
• An exemplary leader in respecting, caring and team spirited