Director of Marketing and Admissions
About This Role
Key Responsibilities
1. Marketing Strategy and Brand Leadership
Develop and execute a multi-year regional marketing strategy for Wellington College across Indonesia, Singapore, and Malaysia.
Safeguard and elevate the Wellington brand, ensuring alignment with Wellington College UK and global Wellington standards.
Oversee brand positioning, messaging, visual identity, and tone across all markets and channels.
Lead regional campaign planning across digital, print, PR, partnerships, and premium experiential events (e.g., Founding Families, ambassador receptions, corporate salons).
Work closely with Heads of School and Wellington UK to ensure consistent articulation of Wellington’s educational philosophy and brand story.
2. Admissions Strategy and Enrolment Growth
Design and implement a robust regional admissions strategy to meet enrolment and revenue targets.
Lead admissions funnel design, including lead generation, parent engagement, conversion, and retention.
Oversee admissions policies, processes, CRM systems, and reporting dashboards.
Personally engage with high-net-worth and VIP families to drive conversion in premium segments.
Train and mentor admissions teams in consultative sales, premium positioning, and relationship management with parents.
3. Leadership and Team Management
Directly manage the Senior Marketing Manager and Admissions Manager in Jakarta.
Provide functional leadership to future marketing and admissions teams in Singapore and Malaysia as they are established.
Build, structure, and scale high-performing marketing and admissions teams across three countries.
Set KPIs, budgets, and performance frameworks; conduct regular reviews and capability development.
Foster a customer-centric culture focused on excellence, responsiveness, and premium service delivery.
4. Stakeholder Engagement and Partnerships
Act as a senior external ambassador for Wellington College in Southeast Asia.
Develop strategic partnerships with corporates, embassies, residential developers, banks, and premium lifestyle brands.
Collaborate closely with Wellington College UK, the Wellington College International network, and academic leadership on brand and admissions alignment.
5. Data, Financial and Strategic Planning
Align enrolment projections with financial models and campus development phases in partnership with Finance and Leadership.
Monitor marketing ROI, cost per lead, conversion ratios, and lifetime student value metrics.
Provide quarterly board-level reporting and strategic recommendations on market positioning and growth opportunities.