Country Marketing Manager

POSITION PURPOSE: The Country Marketing Operations Manager is accountable for defining and delivering Vietnam's end-to-end marketing operations strategy to achieve Student Placement (SP) and IELTS growth targets. The role oversees all core marketing functions in Vietnam, including digital marketing, content, event operations, contact center, and SP business development (BD).
The role ensures the effective execution of full-funnel, cross-channel campaigns that generate qualified leads, strengthen brand presence, and support revenue goals. It provides leadership across all marketing functions, while driving innovation, optimizing performance, and fostering collaboration with regional and global teams.
KEY RESPONSIBILITIES:
1. Strategy & Planning:
• Define Vietnam's operations marketing strategy, aligned with IDP's global and regional vision.
• Build and oversee the execution of annual/quarterly operations marketing calendars and investment plans to achieve growth targets.
• Lead strategic, integrated Digital Marketing initiatives across paid, owned, and earned channels (Meta, Google, TikTok, SEO, Website, Email, PR) to drive SP lead generation and IELTS bookings.
• Champion a data-driven, digital-first culture within Vietnam, influencing broader marketing and sales approaches.
• Drive and provide directions to Event Marketing Operations team to manage effective country marketing events and client events to drive leads for both SP and IELTS.
• Provide direction and support to the Content team to enhance the strategy in alignment with region and adapt to Vietnam local market requirements.
• Lead Contact center team to drive performance and conversions for both SP and IELTS business
• Lead the SP Business Development team to drive non-web leads and strengthen relationships with local schools and institutions.
• Identify new growth opportunities through emerging channels, partnerships, and technologies
• Manage media and build strong relationships with media parties
2. Performance Governance & Business Impact
• Deliver all related marketing KPIs in line with country and region specific goals including all areas (digital, event performance, content performance, contact center performance, BD's performance)
• Own Vietnam's operations performance results, setting KPIs and ensuring accountability across the team.
• Guide optimization priorities for digital campaigns (paid, owned, earned), ensuring efficient ROI.
• Translate performance insights into strategic recommendations for senior leadership.
• Benchmark Vietnam's performance against regional/global markets to ensure competitiveness.
3. Innovation, Transformation & Market Leadership
• Drive Vietnam to be an innovation hub in digital marketing, piloting new approaches that can be scaled regionally.
• Lead initiatives that transform customer engagement across platforms (website, SEO, paid media, social, CRM, automation).
• Elevate Vietnam's digital ecosystem in line with global best practices and future trends.
4. Financial Management & Compliance
• Own Vietnam's operations marketing budget, ensuring efficient resource allocation and financial governance.
• Provide strategic forecasts, accrual reviews, and business cases to senior management.
• Strengthen compliance with finance, procurement, and audit requirements, while driving operational efficiency in vendor management.
5. Stakeholder Engagement & Influence
• Act as a trusted marketing advisor to the Area Director, Vietnam Country Leadership Team, and regional stakeholders.
• Collaborate with global and regional marketing teams to align priorities and share best practices.
• Build strong relationships with media partners, agencies, schools and technology providers to strengthen IDP's presence in Vietnam.
6. Leadership & Team Development
• Lead and inspire the Vietnam marketing team, including the Digital Marketing Manager, Event Operations Manager, Content Manager, Contact Center Manager, and SP BD Manager
• Build functional expertise within the team in performance marketing, CRM, SEO, automation, content, and event operations.
• Set clear goals, coach for performance, and ensure succession planning.
• Create an environment that fosters creativity, innovation, and collaboration.
7. Undertake any other lawful duties as reasonably directed by management