Marketing Manager

LOCATION: Ho Chi Minh City, Vietnam
REPORTS TO: Country Manager
BUSINESS UNIT: IDP Vietnam
POSITION PURPOSE
The position is responsible for the recruitment of targeted numbers of students in ACET programs at all centers in Vietnam. To achieve targets, the marketing manager will develop and maintain a network of strategic & productive relationships including but not restricted to IDP and UTS:INSEARCH, aid agencies, selected high schools, universities and Government ministries. To support communications and develop relationships with strategically important organizations, the marketing manager will develop and maintain a database of information on ACET students using this information in presentations, in mainstream media, on the web, in brochures and in newsletters.
* Key Responsibilities
o Manage the marketing teams
o Work closely with sales team for seamless leads conversion process and activities
o Cooperate with IDP and Insearch driving synergies and effectiveness for marketing initiatives
o Multi channel Strategy
o Budget management
o People leadership and development
o Web and E-marketing
o Analytics and Reporting
o Public relations
* Key Performance Area:
1. Online Marketing and Report (50%):
o Craft and execute the optimal Paid Marketing Strategy, involving SEM, Display Marketing, Paid Social (Facebook and local social media), and partnerships with local publisher networks for advertising to drive student enrolments from the region
o Build and manage a rich content/editorial calendar that attracts a qualified audience to our digital properties, including websites, social media, etc.
o Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content
o Optimize our marketing automation and lead nurturing processes through email, content, social channels, and analytics
o Implementation and maintenance of multilingual search engine optimization and discrete campaigns
o Establish closed-loop analytics to understand how our inbound marketing activity turns into customers and continually refine our process to convert customers
o Build, manage, segment and analyse various email lists and campaigns, including the design templates, calls-to-action, and content used in email sends
o Provide phone counselling to hot leads or prospects from the region, and convert a lead to an application and an application to maturity, while nurturing these potential students
o Conduct in-city events for these hot leads and convert them down funnel into an enrolment.
o The preparation of termly/monthly / annual reports and reports as required by management.
o Devising the means to capture data, descriptive text and images relating to (i) ACET students (ii) the achievements of ACET students.
Measures:
o Number of hot and warm leads
o Quality of leads
o SEO/SEM metrics
o Conversation rate from leads to placement test to enrolment
2. Offline and Integrated Marketing (20%):
o Overall manage marketing teams in the development of localized marketing plans, materials, and tools to drive enrolments.
o Ensure all marketing materials are properly customized and localized
o Lead and manage the localized materials printing and distribution
o Organize new product launches and manage media relations
Measures:
o Conversation rate from leads to placement test to enrolment
o Join activities between IDP and ACET
3. Budget Management (15%):
o Appropriate and effective management of the departmental budget
o Effective projects management to delivering best achievement on projects results and projects budget
Measures:
o Marketing cost
o Projects deigned, planed and executed as per objectives and timeline set
4. Leadership and talent development (15%):
o Lead, manage and motivate the local destination country marketing team to drive superior performance and achievement of business objectives
Measures:
o Team is effectively engaged and high standards of performance and realised
RELATIONSHIPS
Internal
• Country Manager
• Training Centres Manager Hanoi and Ho Chi Minh/Academic Director
• IDP and ACET Department Managers [Marketing, Sales & Customer Service, IELTS, Finance, HR & Admin, IT and Academic]
External
• Companies and organisations with English language training requirements
• Secondary Schools, High Schools and Universities
• Public