Purpose of the role
The Marketing Executive drives measurable student admissions growth across TH Schools by owning the digital acquisition funnel, optimizing paid and organic channels, and ensuring marketing operations are data- driven, agile, and scalable. In addition to digital campaigns, this role also supports offline marketing activities such as events, fairs, print collateral, and community partnerships, ensuring a cohesive brand presence across all touchpoints. This role bridges marketing with admissions, making sure every campaign—online or offline—translates into tangible enrollment outcomes.
Duties and responsibilities:
Digital Acquisition & Funnel Management
● Own the admissions funnel: inquiry → tour → application → enrollment.
● Optimize landing pages and microsites for conversion (A/B testing, UX improvements).
● Manage reports to track leads, segment audiences, and automate nurture journeys.
● Run paid media campaigns across Meta Ads, TikTok Ads, Google Search/Display, YouTube.
● Implement SEO strategy: keyword research, on- page optimization, backlink building.
Offline Marketing & Events
● Liaise with agencies for outdoor advertising (billboards, transit ads).
● Manage print collateral (brochures, flyers, banners, standees) ensuring brand consistency.
● Plan and execute Open days, fairs, school tours and other activities in coordination with Admissions.
● Coordinate sponsorships and partnerships with local education fairs and community events.
Content & Communication Channels
● Collaborate with the Visual Designer for creative assets tailored to each platform.
● Support website content updates and ensure alignment with brand guidelines.
● Oversee website content updates and performance.
● Ensure bilingual (EN/VI) clarity and accessibility across all channels.
● Align social media calendars (Facebook, TikTok, Instagram, YouTube, LinkedIn, etc...) with campaign goals.
Market Research & Insights
● Monitor local and international education market developments to identify opportunities and threats.
● Provide quarterly reports on market positioning and suggest new initiatives to strengthen TH Schools’ competitive edge.
● Gather insights from admissions data, surveys, and focus groups to refine marketing strategies.
● Track effectiveness of both online and offline channels (social media, website, events, fairs, print) and recommend improvements.
● Conduct ongoing research into competitor schools, education trends, and parent/student preferences.
Performance & Compliance
● Ensure safeguarding, consent, and compliance in all marketing activities.
● From time to time, undertake other duties of a similar nature as reasonably required by the line manager.
● Work closely with the Marketing Manager and Business Director (when required) to align content with campaign goals.
● Manage vendor contracts and agency relationships.
● Create systems to track workload, deadlines, and campaign outcomes.
