Director of Marketing and Admissions

Key Responsibilities

1. Marketing Strategy and Brand Leadership

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Create and implement a long-term regional marketing strategy for Wellington College across Indonesia, Singapore, and Malaysia.

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Protect and enhance the Wellington brand, ensuring it aligns with Wellington College UK and global Wellington standards.

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Manage brand positioning, messaging, visual identity, and tone across all markets and channels.

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Lead the planning of regional campaigns across digital, print, public relations, partnerships, and premium experiential events (e.g., Founding Families, ambassador receptions, corporate salons).

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Collaborate closely with Heads of School and Wellington UK to guarantee consistent communication of Wellington’s educational philosophy and brand narrative.

2. Admissions Strategy and Enrollment Growth

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Craft and execute a comprehensive regional admissions strategy aimed at achieving enrollment and revenue goals.

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Oversee the design of the admissions funnel, including lead generation, parent engagement, conversion, and retention.

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Manage admissions policies, procedures, CRM systems, and reporting dashboards.

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Engage directly with high-net-worth and VIP families to enhance conversion in premium segments.

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Train and guide admissions teams in consultative sales, premium positioning, and relationship management with parents.

3. Leadership and Team Management

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Supervise the Senior Marketing Manager and Admissions Manager based in Jakarta.

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Provide functional direction to future marketing and admissions teams in Singapore and Malaysia as they are formed.

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Develop, structure, and scale high-performing marketing and admissions teams across three nations.

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Establish KPIs, budgets, and performance frameworks; conduct regular evaluations and capability enhancement.

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Cultivate a customer-focused culture centered on excellence, responsiveness, and premium service delivery.

4. Stakeholder Engagement and Partnerships

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Serve as a senior external representative for Wellington College in Southeast Asia.

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Forge strategic partnerships with corporations, embassies, residential developers, banks, and premium lifestyle brands.

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Work closely with Wellington College UK, the Wellington College International network, and academic leadership to align brand and admissions efforts.

5. Data, Financial and Strategic Planning

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Align enrollment forecasts with financial models and campus development phases in collaboration with Finance and Leadership.

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Track marketing ROI, cost per lead, conversion rates, and lifetime student value metrics.

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Provide quarterly reporting to the board and strategic recommendations on market positioning and growth opportunities.