Director of Marketing and Admissions
About This Role
Key Responsibilities
1. Marketing Strategy and Brand Leadership
•
Create and implement a long-term regional marketing strategy for Wellington College across Indonesia, Singapore, and Malaysia.
•
Protect and enhance the Wellington brand, ensuring it aligns with Wellington College UK and global Wellington standards.
•
Manage brand positioning, messaging, visual identity, and tone across all markets and channels.
•
Lead the planning of regional campaigns across digital, print, public relations, partnerships, and premium experiential events (e.g., Founding Families, ambassador receptions, corporate salons).
•
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
•
Craft and execute a comprehensive regional admissions strategy aimed at achieving enrollment and revenue goals.
•
Oversee the design of the admissions funnel, including lead generation, parent engagement, conversion, and retention.
•
Manage admissions policies, procedures, CRM systems, and reporting dashboards.
•
Engage directly with high-net-worth and VIP families to enhance conversion in premium segments.
•
Train and guide admissions teams in consultative sales, premium positioning, and relationship management with parents.
3. Leadership and Team Management
•
Supervise the Senior Marketing Manager and Admissions Manager based in Jakarta.
•
Provide functional direction to future marketing and admissions teams in Singapore and Malaysia as they are formed.
•
Develop, structure, and scale high-performing marketing and admissions teams across three nations.
•
Establish KPIs, budgets, and performance frameworks; conduct regular evaluations and capability enhancement.
•
Cultivate a customer-focused culture centered on excellence, responsiveness, and premium service delivery.
4. Stakeholder Engagement and Partnerships
•
Serve as a senior external representative for Wellington College in Southeast Asia.
•
Forge strategic partnerships with corporations, embassies, residential developers, banks, and premium lifestyle brands.
•
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
•
Align enrollment forecasts with financial models and campus development phases in collaboration with Finance and Leadership.
•
Track marketing ROI, cost per lead, conversion rates, and lifetime student value metrics.
•
Provide quarterly reporting to the board and strategic recommendations on market positioning and growth opportunities.