Marketing Senior Manager

DESCRIPTION

The Marketing Senior Manager serves as the strategic and executional lead for student acquisition campaigns across all schools and programs, working closely with the Marketing Director to achieve institutional marketing objectives. The role leads and manages the end-to-end marketing funnel — from awareness to lead generation, nurturing, and conversion — by designing and driving data-driven, results-focused campaigns in collaboration with the Recruitment team and other stakeholders. The position is accountable for ensuring the generation of quality leads, optimizing funnel performance, and accelerating application growth through integrated, performance-based initiatives.

• Qualifications
• Responsibilities

Education: Bachelor's degree in Marketing, Communications, Business Administration, or a related field is required. Certifications or training in digital marketing, performance marketing, or strategic branding are preferred.

Minimum Experience:

• 8-10 years of experience in marketing, with a strong background in campaign planning, digital and traditional media execution, and lead generation
• Proven track record in leading multi-channel acquisition campaigns, managing cross-functional teams, and leading agency partnerships
• With at least 5 years mentoring/leading junior marketing staff
• Experience in the education, B2C, or service sector preferred

Business Understanding

• Understands how marketing supports enrollment, funnel performance, and institutional branding
• Experienced in mapping and optimizing customer journeys, interpreting marketing analytics, and aligning strategies with business goals

Attributes

• Strategic, results-oriented, and influential, with strong leadership and problem-solving skills
• Effective communicator and collaborator who builds alignment across teams and thrives in a dynamic, fast-paced environment
• Balances strategic thinking with executional excellence, combining data-driven decision-making with creative thinking and team mentorship
• Assumes full accountability for outcomes, leading initiatives from strategy to performance impact while fostering continuous improvement within the team

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.