Head of Marketing & Admissions

Reporting to: School Leadership Team & Corp IDM

Direct reports: Marketing & Admissions Team

Responsibilities

Develop and implement marketing strategies

Formulate and execute the marketing and communication plan and strategies of YWIES YZ

and YCIS YZ consistent with headquarters and regional initiatives. Mastermind and manage

all advertising, promotional and PR activities and admissions procedures to optimize the

number of enquiries; and eventually maximize the number of students and market share; and

to achieve enrolment objectives and targets.

Brand management

Maintain the brand image in accordance to the positioning following corporate guidelines,

adapting it to best fit within a local context. Enrich the brand equity on a continuous basis.

Establish credibility, and to build and optimize the brand awareness and preference through

different channels, tactics and vehicles. Ensure the consistency of the brand image in all

marketing and promotional materials.

Establish PR and media strategies

Develop strategy to gain editorial access to major newspapers, magazines and other

appropriate media, and build rapports with key industry bodies. Work out PR strategy and

media schedule to maximize the exposure of the YWIES YZ and YCIS YZ. Provide regular

and ad hoc update of YWIES YZ and YCIS YZ to the media to increase presence of YWIES

YZ and YCIS YZ

Strengthen collaboration and partnership with key business partners

Explore collaboration opportunities with key business partners such as banks, corporations,

vip clubs, pre-schools etc. that can be helpful in attracting quality students. Form strategic

alliance and maintain good relationship with these partners and conduct marketing activities

with joint effort.

Monitor market condition and competitors’ move

Closely monitor and evaluate the market conditions such as market trend, demand and supply,

and other market changes from time to time and adjust the marketing strategies accordingly if

necessary. Gather and review competitor data and activities on a regular basis in order to counteract or response. Provide accurate, regular and timely report and updates to

headquarter in HK.

Evaluate the effectiveness of events

Establish and use appropriate metrics to evaluate the effectiveness of the events, programs

and projects. Review and report on results.

Manage the marketing and admissions budget and expenses

Plan and manage the annual marketing and admissions budget to ensure it is utilized

reasonably and appropriately in achieving the marketing objectives.

Admissions Strategy and Report

Ensure the smooth running of the admissions office. Formulate admissions procedures in

relation to the changing environment and needs according to admissions strategy and policies.

Provide updated Student numbers and projection reports to relevant parties. Evaluate

continually and redesign where appropriate all aspects of the admissions process with the

goal of maintaining a capacity enrollment of qualified students and to improve conversion rate

in admissions. Keep relevant statistics on all aspects of the admission and re-enrollment

program. Develop the appropriate admissions materials that promote the school to

prospective students.

Students Enrollment

Direct the admissions process from point of inquiry through enrolment. Present the YWIES YZ

and YCIS YZ. to prospective students and parents, including systematic and efficient handling

of applications, communication with candidates and their parents, school tours, interviews with

potential parents, arrangements for admissions testing, securing of necessary student

credentials; and communicating final decisions to the families; up to the point the Offer of

Placement is signed and the student is officially enrolled in the school.

Manage and train staff

Recruit and build a proactive and capable marketing and admissions team, ensuring each

marketing and admissions staff is fully trained and has the right level of local marketing and

sales expertise. Admissions staff should be equipped with the skills to sell effectively to

parents, corporations and any other interested parties.

Work closely with local school teams and marketing and admissions offices in other

locations

Work closely with the local school teams and school management such as Co-Principals,

School Business Manager and Division Heads to ensure enrolment targets are met. Ensure

effective communications and relationships building both formally and informally to gain supports from both academic and non-academic teams. Liaise with other YWIES / YCIS

marketing and admissions offices in other locations for common practices, best practices and

corporate projects etc.

Other supports

Manage other projects and performing other duties assigned by the Head of Marketing in HK

as necessary. Assist the schools in promoting selected school events which appeal to

prospective parents such as open day, exhibitions etc.by providing appropriate promotional

materials and recommendation on promotion.

The ideal candidate will have:

• Minimum 10 years’ experience in Marketing, Brand Management, Sales Management

and/or Public Relations, Admissions preferably in high-end education or service industry,

with at least 3 years in a similar position.

• Degree holder or above in Marketing, Communications, Public Relations, Business

Administration or related disciplines.

• Exceptional command of both spoken and written English.

• Proficiency in Chinese (Mandarin and Cantonese).

• Hands on digital marketing experience is a must.

• Solid experience in planning and driving an effective marketing program. An established

track record of building rapport with media and/or business associations highly preferred.

• Solid experience of admissions management is a must

• Strong planning and organization skills with an analytical and creative mind.

• Excellent interpersonal skills and teamwork; must be a highly effective communicator.

• Outgoing, independent, customer-oriented and driven personality with a high degree of

initiative.

• Strong interest & passion in education