Manager/Senior Manager, Campaign Management

COMPANY DESCRIPTION

Kaplan in Singapore is part of Kaplan Inc., one of the world's most diverse education providers and the largest subsidiary of Graham Holdings Company (NYSE:GHC).

Kaplan in Singapore has students from over 35 countries and regions. As a Lifelong Integrated Learning Partner, we offer over 450 academic and professional certification programme options* for higher learning and skills development, providing opportunities for individuals to always stay relevant. To date, these opportunities have benefitted more than 100,000 graduates^.

We have a diverse team of individuals dedicated to our mission to help individuals achieve their educational and career goals, and build futures, one success story at a time. Our core values Opportunity, Knowledge, Support, Integrity and Results help guide the way we work.

At Kaplan, our employees are our most valuable assets, and everyone's contribution is integral to our success. We have been recognised by The Straits Times, for the second successive year, as being one of Singapore's Best Employers for 2023. This large-scale and comprehensive study assessed the attractiveness of organisations in Singapore based on an independent employee survey.

We strive to continue providing a professional, positive and stimulating work enviroment with plenty of room for initiatives, so that our employees can thrive with us. If you are seeking opportunities for growth, we welcome you to write to us!

*Based on full-time and part-time study modes across programmes offered at Kaplan in Singapore.

^Total Diploma and Degree graduates from Kaplan in Singapore from 2007 to 2023.

RESPONSIBILITIES

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.

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

• 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

• Working Hours: Monday to Friday, 9am to 6pm
• Work Arrangements: Hybrid (Blend of in-office and remote work)
• Location: Singapore (Central Area Dhoby Ghaut MRT/Little India MRT/Rochor MRT)