Senior Digital Marketing Executive

BUSINESS UNIT/TEAM OVERVIEW
The South East Asia region comprises IDP owned business units in Cambodia, Philippines, Singapore, Thailand and Vietnam. In Vietnam, core business operations consist of Student Placement, IELTS testing and English Language Training under the brand ACET.
ACET provides high quality English language programmes designed to prepare students for success in overseas study and their future careers. ACET was established in 2002 with curriculum design supported by UTS: Insearch, the language centre of the University of Technology, Sydney.
ACET operates 5 training centres in Hanoi and HCMC, with approximately 1,500 students studying intensive and semi-intensive English language courses. ACET employs approximately 100 qualified and experienced teachers. ACET has an excellent reputation as the leading provider in Vietnam of English pathway programmes to overseas study.
The role of Senior Digital Marketing sits within ACET management team and reports to Marketing Manager and Country Manager ACET.
Key Responsibility
1. Online Marketing and Report (70%)
- Execute the optimal Paid Marketing Strategy, involving SEM, Display Marketing, Paid Social (Facebook and other social media platforms), and partnerships with local publisher networks for advertising to drive student enrolments from the region
- Build and manage digital funnels that attract a qualified audience to our digital properties, including websites, social media, etc.
- Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content
- Optimize our marketing automation and lead nurturing processes through email, content, social channels, and analytics
- Implementation and maintenance of multilingual search engine optimization and discrete campaigns
- Establish closed-loop analytics to understand how our inbound marketing activity turns into customers and continually refine our process to convert customers
- Manage, segment and analyse various email lists and campaigns, including the design templates, calls-to-action, and content used in email sends
- The preparation of termly/monthly / annual reports and reports as required by management.
- Devising the means to capture data, descriptive text and images relating to (i) ACET students (ii) the achievements of ACET students.
- Number of hot and warm leads
- Quality of leads
- SEO/SEM metrics
- Conversation rate from leads to placement test to enrolment
2. Budget Management (15%)
- Monitor the Digital budget
- Effective projects management to delivering best achievement on projects results and projects budget o Marketing Digital cost
- Projects planned and executed as per objectives and timeline set
3. Leadership and talent development (15%)
- Lead, manage and motivate the digital executives to drive superior performance and achievement of business objectives.
- Team is effectively engaged and high standards of performance and realised