Kaplan Higher Education Academy Pte Ltd – Director / Assistant Director, Campaign Management

THE ROLE: Director/ Assistant Director, Campaign Management

The Director/ Assistant Director for Campaign Management will oversee the development and execution of brand, discipline and university/programme-level marketing strategies and is responsible for leading a team dedicated to generating leads and driving enrolment growth for Kaplan Singapore's proprietary programmes, partner university programmes at the undergraduate and postgraduate levels, and financial certification preparatory courses. This role demands a strategic thinker adept at managing teams and stakeholders. The incumbent must blend high-level strategy with hands-on execution to drive tangible results. He/She will also take direct ownership of lead generation for designated portfolios, ensuring measurable outcomes. Effective stakeholder management and a results-oriented approach are essential for success in this position.

Key Roles & Responsibilities:

Strategy Development

• Collaborate with the Senior Director, Marketing & Communications to develop comprehensive marketing strategies aligned with the institution's overall enrolment goals.
• Conduct market research and analysis to identify target audiences, market trends and competitor strategies.
• Define key performance indicators (KPIs) and establish benchmarks to measure the success of marketing campaigns.
• Identify new avenues through co-marketing opportunities with strategic partners for lead generation and to expand brand exposure.

Team Leadership

• Lead and inspire a team of marketers responsible for lead generation, providing guidance, mentorship, and support to ensure the achievement of individual and team goals.
• Foster a culture of innovation, collaboration and continuous improvement within the performance marketing team.
• Conduct regular performance reviews, set clear objectives and provide ongoing feedback to optimize team performance.

Lead Generation and Campaign Management

• Oversee the planning, execution, and optimization of marketing campaigns at the brand, discipline and university/programme level and across various channels, including but not limited to search engine marketing (SEM), social media advertising, display advertising, and email marketing.
• Achieve lead generation and enrolment targets.
• Drive Kaplan's brand building efforts through effective content marketing.
• Manage budget allocation and optimization to maximize ROI and achieve cost-per-acquisition targets.
• Review, track and evaluate effectiveness of each campaign to ensure high yield, the right media mix and to gain consumer insights for CRM and/or re-marketing.
• Achieve successful commencement of inaugural intakes for new programmes.

Digital Excellence

• Provide clear direction and priorities to the digital marketing team, ensuring alignment with overall marketing objectives and performance goals.
• Set and communicate clear KPIs for the digital marketing team, tracking performance metrics related to lead generation, website traffic, conversion rates, and other relevant key performance indicators.
• Oversee the management and optimization of the institution's website, ensuring it remains up-to-date, user-friendly, and optimized for search engines and conversions.
• Review and analyse digital marketing and website performance data regularly, leveraging insights to identify opportunities for improvement and optimization.
• Collaborate with other departments such as IT, to support website development projects, implement technical enhancements, and ensure seamless integration with marketing initiatives.

Partner Relationship Management

• Cultivate strong relationships and ensure alignment on marketing objectives and strategies with partner university institutions.
• Collaborate with partner institutions to develop joint marketing initiatives and leverage synergies to maximize lead generation and enrollment outcomes.

Cross-Functional Collaboration

• Work collaboratively with the domestic recruitment team and other internal stakeholders to drive enrolment growth and ensure seamless integration of marketing efforts throughout the student lifecycle.
• Collaborate with the brand and communications team, content creators, external agencies and student ambassadors to develop compelling marketing assets and content that resonate with target audiences.

Policies, Processes and Regulatory Compliance

• Ensure compliance of marketing materials with CPE regulatory guidelines for assigned university portfolios/disciplines.
• Manage A and P budget and ensure usage of the budget yield the highest ROI.
• Manage performance marketing-related agencies to ensure quality, timely and cost-effective delivery.

Requirements:

• Online and social media marketing experience.
• B2B and B2C marketing experience.
• Creative and good with copy.
• Ability to work across multiple teams and support various businesses.
• Ability to develop and execute marketing strategy.
• Stakeholder management (managing senior level stakeholders).
• Familiarity with marketing trends and technological developments.
• Highly motivated, resourceful and results-oriented team player with strong commercial acumen.
• Experience in a fast-paced, working environment.
• Proficient in Google Analytics, Facebook Business Manager, Salesforce. Knowledge of Datorama will be an added advantage.
• Proficient in both English and Chinese.

Qualifications

• Bachelor's degree in Business, Marketing, Mass Communications or equivalent.
• At least 10 years' experience in integrated marketing and lead generation.

Other Information

• Working Hours: Monday to Friday, 9am 6pm
• Work Arrangements: Hybrid (Blend of in-office and remote work)
• Location: Singapore (Central Area Dhoby Ghaut MRT/Little India MRT/Rochor MRT)