Marketing Senior Manager

2 weeks ago

Makati City, National Capital Region, Philippines AIM Asian Institute of Management Full time

*Campaign Planning and Execution*

  • Lead the rollout of the institutional marketing strategy in alignment with institutional priorities.
  • Develop and implement annual and quarterly acquisition plans across schools and programs.
  • Own and drive lead generation targets and lead funnel optimization initiatives to ensure quality MQLs and conversions.
  • Design and enhance customer journeys across segments, ensuring nurturing flows, retargeting, and engagement content support conversion goals.
  • Direct and coordinate agencies on campaign development, briefing, and execution.
  • Monitor, analyze, and report on campaign performance and pipeline contribution; recommend and implement optimizations to improve conversion and enrollment outcomes.

**Resource and Budget Management****

  • Own and manage the marketing campaign budget across schools/programs.
  • Ensure strategic, efficient, and effective use of funds across channels, and continuously evaluate ROI and cost-per-lead/cost-per-application metrics.
  • Collaborate cross-functionally with Marketing and Recruitment units to ensure timely, consistent, and high-impact campaign delivery.

*Agency & Partner Management*

  • Lead and manage agency briefings, review campaign outputs, and ensure KPI and brand alignment.
  • Manage and evaluate timelines, performance, and optimization of agency-delivered campaigns to ensure alignment with KPI.

*Team Leadership*

  • Provide direction, coaching, and guidance to Marketing Supervisors to ensure alignment, readiness, and capability development.
  • Review and assess campaign plans and coach supervisors in strengthening execution, analytical rigor, and performance outcomes.

*Marketing Technology*

  • Leverage Institute-mandated CRM and BI tools (e.g., Dynamics 365, Power BI) to support campaign execution and decision-making.
  • Utilize and optimize marketing software (e.g., Meltwater, Agora Pulse) to monitor performance, generate insights, and support data-driven decisions.

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