QUALIFICATIONS AND SKILLS

Educational Background
Bachelor’s degree in Marketing, Communications, Education, Social Sciences or related field (Master’s preferred).
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Professional Experience

• Minimum 5 years’ experience in marketing and communications, ideally in education or related services.
• Proven expertise in Chinese social media platforms (WeChat, Weibo, Xiaohongshu, Douyin, Bilibili, etc.) alongside Western platforms (LinkedIn, Facebook, Instagram).

• Strong track record in bilingual campaign design, execution, and reporting.Experience managing events, student recruitment campaigns, and partner-led promotions.

Skillsets

• Bilingual fluency (English and Mandarin Chinese) – both written and spoken.
• Strong digital marketing knowledge, including SEO, SEM, and content marketing.

• Proficiency in marketing analytics tools, CRM systems, and media monitoring.Excellent copywriting, storytelling, and creative communication skills.

Personal Traits

• Cross-cultural sensitivity with the ability to adapt communications for diverse audiences.
• Proactive, innovative, and results-driven.
• Strong organisational and project management skills.
• High integrity and professionalism.

ROLE OVERVIEW

The Marketing and Communications Manager will lead SagePaths’ integrated marketing and communication strategies to strengthen brand presence, drive student recruitment, and enhance stakeholder engagement across Singapore, China, and other key markets.
This role requires a bilingual professional (English and Mandarin Chinese) with proven expertise in both international and Chinese digital ecosystems. The successful candidate will have a strong background in marketing strategy, content creation, and campaign delivery, with hands-on experience in Chinese social media platforms such as WeChat, Weibo, Xiaohongshu (RED), and Douyin, as well as global platforms like LinkedIn, Facebook, and Instagram.

KEY RESPONSIBILITIES

Marketing Strategy & Campaigns

• Develop and execute bilingual marketing plans supporting student recruitment, programme promotion, and partner engagement.
• Plan and implement digital and offline campaigns across both Western and Chinese platforms.

• Manage content creation in English and Mandarin for websites, WeChat/Weibo/RED posts, brochures, and newsletters.Oversee online advertising spend across markets, ensuring strong ROI and alignment with recruitment targets.

Communications & Branding

• Ensure consistent brand messaging across English- and Mandarin-language channels.
• Prepare press releases, announcements, and media engagement strategies in both languages.

• Build and manage relationships with media, education partners, and community stakeholders across Singapore and China.Support leadership in developing bilingual speeches, corporate communications, and public statements.

Market Development & Partnerships

• Collaborate with business development teams on B2B partner marketing and recruitment campaigns.

• Manage joint marketing activities with partner institutions, including events, fairs, and online promotions.Conduct market and competitor analysis in both English- and Chinese-language markets to guide strategy.

Team & Operational Management

• Supervise a small marketing and admissions support team, ensuring bilingual capability and professional development.

• Oversee the design and production of marketing materials across multiple markets.Monitor campaign performance with analytics from both Western and Chinese platforms, and prepare reports for management.