An Exciting Opportunity for ...
Position Overview:
The Brand Manager is responsible for leading the strategic development and execution of marketing initiatives that build the brand equity and drive student acquisition in Myanmar. Acting as the architect of the marketing strategy, the Brand Manager transforms business goals into actionable brand and campaign plans that resonate with both B2C and B2B audiences.
This role serves as the central orchestrator across our internal marketing agency, ensuring that messaging, creative assets, and channel strategies are aligned, purposeful, and high-performing. From shaping the brand narrative to managing content delivery and optimizing campaign outcomes, the Brand Manager combines creativity, commercial thinking, and cross-functional leadership.
Success in this role requires a strategic planner with strong execution oversight, deep understanding of Myanmar media, audience insight and learner behavior, and the ability to harmonize storytelling with tangible business results. A strong grasp of digital platforms, content performance, and emerging tools, including AI, is essential.
Key Areas of Responsibility:
1. Marketing Strategy & Planning
- Lead the development of the annual, quarterly and monthly brand marketing plans aligned with business objectives and learner acquisition targets.
- Define campaign objectives, strategic positioning, core messaging, and integrated communication plans across digital and physical channels.
- Work closely with internal agency teams (creative, content, online, offline) to ensure marketing strategies are actionable, on-brand, and measurable.
- Maintain a campaign calendar and align content, media, and outreach activities to maximize brand awareness and lead generation throughout the student lifecycle.
2. Brand Strategy, Messaging & Channel Strategy
- Lead the strategic development and execution of brand campaigns aimed at strengthening brand positioning, increasing brand value, and building long-term brand equity.
- Champion the brand’s tone of voice and visual identity across all owned and earned channels, ensuring consistent and authentic storytelling.
- Tailor messaging and positioning for key segments across B2C and B2B, adapting to market insights and learner behavior.
- Select and manage the mix of marketing channels, including paid, owned, earned, and shared, to optimize reach and effectiveness across platforms.
- Develop proactive and reactive communication plans for managing brand reputation during crisis scenarios.
3. Content Quality & Execution Oversight
- Guide the production of high-quality, engaging, and performance-driven content by collaborating with internal creative and media teams.
- Oversee content briefs, storyboards, and copy to ensure alignment with the strategic messaging framework and platform best practices, and ensure the internal team follows the plan and guidelines to maintain consistency and quality.
- Drive innovation in content formats including short-form video, influencer-led content, and user-generated content, particularly across TikTok, Instagram, YouTube, and LinkedIn.
- Stay continuously updated on emerging media channels in the market and, as they gain popularity, proactively prepare suitable content to expand reach and engagement.
- Promote the effective use of AI tools to scale and personalize content production without compromising quality or brand coherence.
4. Internal / External Agency Coordination & Delivery Assurance
- Act as the key orchestrator of campaign delivery across the internal marketing agency, ensuring each function is aligned on objectives, timelines, and outputs.
- Lead 360° marketing execution by facilitating collaboration across brands, online, and offline media channels. This role ensures unified message delivery and consistent campaign execution, while also taking ownership of refining and aligning brand messaging for clarity, accuracy, and maximum impact.
- CME and TMK scripts must be regularly monitored and updated in collaboration with business to ensure the messaging consistently aligns with the brand & business and remains relevant when needed.
- Review and approve major campaign deliverables to ensure brand and business alignment, escalating or redirecting as needed to uphold standards.
5. Performance Monitoring & Optimization
- Own key brand and marketing KPIs such as brand awareness, engagement rates, lead generation, and contribution to student enrollments.
- Use analytics dashboards (e.g., Google Analytics, HubSpot, Meta Insights) to continuously evaluate campaign and channel performance, optimizing based on ROI and learner behavior.
- Work with performance and sales teams to feed content and messaging insights into the broader funnel strategy and to improve cost-efficiency (e.g., CAC reduction).
6. Market & Consumer Insight Integration
- Continuously monitor market trends, learner preferences, competitor positioning, and cultural shifts to ensure brand relevance and campaign impact.
- Apply audience segmentation and persona-based insights to tailor marketing initiatives and measure resonance across priority demographics.
The above statements are a snapshot of the duties and responsibilities of the role and are not intended to be an exhaustive list.