THE ROLE: Manager/Senior Manager, Campaign Management
The Manager/Senior Manager Campaign Management is responsible for generating leads and driving enrolment growth for Kaplan Singapore for a portfolio of assigned proprietary and/or partner university programmes and disciplines. This individual will oversee the development and execution of performance marketing strategies and brand building initiatives aimed at attracting prospective students. This role requires a blend of strategic thinking, team and stakeholder management, and hands-on execution to achieve measurable results.
Roles and Responsibilities:
Strategy Development
- Conduct market research and analysis to identify target audiences, market trends and competitor strategies.
- Define key performance indicators (KPIs) and establish benchmarks to measure the success of marketing campaigns.
- Identify new avenues through co-marketing opportunities with strategic partners for lead generation and to expand brand exposure.
Lead Generation and Campaign Management
- Manage the planning, execution, and optimization of marketing campaigns at the brand, discipline and university/programme level and across various channels, including but not limited to search engine marketing (SEM), social media advertising, display advertising, and email marketing.
- Achieve lead generation and enrolment targets.
- Drive Kaplan’s brand building efforts through effective content marketing.
- Manage budget allocation and optimization to maximize ROI and achieve cost-per-acquisition targets.
- Review, track and evaluate effectiveness of each campaign to ensure high yield, the right media mix and to gain consumer insights for CRM and/or re-marketing.
- Achieve successful commencement of inaugural intakes for new programmes.
Partner Relationship Management
- Cultivate strong relationships and ensure alignment on marketing objectives and strategies with partner university institutions.
- Collaborate with partner institutions to develop joint marketing initiatives and leverage synergies to maximize lead generation and enrollment outcomes.
Cross-Functional Collaboration
- Work collaboratively with the domestic recruitment team and other internal stakeholders to drive enrolment growth and ensure seamless integration of marketing efforts throughout the student lifecycle.
- Collaborate with the brand and communications team, content creators, external agencies and student ambassadors to develop compelling marketing assets and content that resonate with target audiences.
Leadership
- Provide guidance, mentorship, and support to ensure the achievement of individual and team goals.
- Conduct regular performance reviews, set clear objectives and provide ongoing feedback to optimize performance.
Policies, Processes and Regulatory Compliance
- Ensure compliance of marketing materials with CPE regulatory guidelines for assigned university portfolios/disciplines.
- Manage A and P budget and ensure usage of the budget yield the highest ROI.
- Manage performance marketing-related agencies to ensure quality, timely and cost-effective delivery.
Requirements:
- At least 5 years’ experience in integrated marketing and lead generation
- Online and social media marketing experience
- Experience in working within a matrix reporting structure
- Experience in working across geographies
- B2B and B2C marketing experience
- Experience in a fast-paced, working environment
- Creative and good with copy
- Ability to work across multiple teams and support various business
- Ability to develop and execute marketing strategy
- Stakeholder management (managing senior level stakeholders)
- Familiarity with marketing trends and technological developments
- Highly motivated, resourceful and results-oriented team player with strong commercial acumen
- Familiarity with Google Analytics, Facebook Business Manager, Salesforce, MS Office, and Datorama will be essential
- The ability to speak Business Mandarin will be of an advantage
Qualifications
- Candidates must possess at least a Bachelor's Degree in Business, Marketing, Mass Communications or equivalent
- MBA/Master's Degree specialising in Marketing will be an added bonus
Other Information
- Working Hours: Monday to Friday, 9am 6pm
- Work Arrangements: Hybrid (Blend of in-office and remote work)
- Location: Singapore (Central Area Dhoby Ghaut MRT/Little India MRT/Rochor MRT)
