An Excellent Opportunity for ...
The Country Head of Marketing sets and leads the marketing strategy for Asia Strategic Holdings in Myanmar across its education brands, including Wall Street English, Kids&Us, Logiscool, Yangon American International School, EXERA and Auston College. The role owns the brand portfolio strategy, the country marketing budget and the marketing contribution to enrolment and revenue growth. Working closely with the CEO, the Group Marketing Director and Business Unit leaders, the role leads a multi-brand marketing team and agency partners and is accountable for marketing return on investment.
Marketing strategy and growth planning
- Develop the multi-year country marketing strategy and the annual marketing plan, aligned with Group strategy and Business Unit enrolment and revenue targets
- Translate business goals into marketing objectives, KPIs and budget allocation across brands, channels and customer segments
- Identify growth opportunities (new segments, products, pricing, partnerships and locations) and build the business case with Business Unit leaders
- Present marketing performance, insights and plans to the CEO, the Group Marketing Director and the management team
Brand portfolio and positioning
- Define the positioning and architecture of the brand portfolio so that each brand has a clear and differentiated role
- Own the brand guidelines and protect brand equity across all touchpoints, online and offline
- Lead market research and competitor intelligence to track customer needs, market trends and share of voice, and adjust positioning accordingly
Customer acquisition and commercial performance
- Own the full-funnel acquisition strategy, from awareness to lead to enrolment, with clear targets for leads, cost per lead, conversion and customer acquisition cost
- Set the channel strategy and media mix across digital and performance marketing, events, partnerships, referral and B2B
- Partner with Sales, Telemarketing, Direct Sales Force, Service and Event teams to align lead quality, promotions and conversion
- Agree the annual promotion and pricing calendar with the commercial teams
Budget, data and marketing effectiveness
- Own the country marketing budget and allocate spend based on return on investment across brands and channels
- Build marketing dashboards and attribution to report ROI, acquisition cost and customer lifetime value monthly
- Drive the adoption of marketing technology, CRM and AI tools to improve targeting, content production and campaign efficiency
- Govern agency and vendor relationships, including selection, contracts and performance reviews
Leadership and team development
- Lead, structure and develop the marketing team across brand, digital, content and events
- Set team objectives, manage performance and build succession for key marketing roles
- Build a data-driven, collaborative marketing culture and work closely with HR, Finance and Business Unit leaders
The above statements are a snapshot of the duties and responsibilities of the role and are not intended to be an exhaustive list.
- Represent the brands with external partners, media, schools, universities and industry bodies
- Lead reputation management and crisis communications together with the CEO
- Support Group Marketing on regional initiatives and share best practice across markets