Assistant Director, Brand & International Outreach

at  NANYANG TECHNOLOGICAL UNIVERSITY

Drawing upon NTU’s world-renowned faculty and strong industrial connections, PaCE@NTU aims to provide lifelong learning opportunities for professionals, equipping them with skills and knowledge to succeed in their careers amidst evolving industry landscapes. The centre offers a wide range of programmes from Masters, FlexiMasters and other professional development courses that integrate the latest technological advancements with human-centric approaches. Our mission is to equip lifelong learners with the skills and mindset needed to thrive in an increasing digital society.
This Team Lead role reports to the Head of Marketing (Lifelong Learning) and is a key enabler of brand experience, communicating the vision, mission and strategic objectives of the University. He/she is accountable for maximising commercial return from marketing investments, as well as drive NTU’s data-driven leads marketing and leads management activities. He/she will lead and drive number and revenue targets for Postgraduate (Coursework) programmes and develop a comprehensive recruitment and marketing plan to grow the market and build brand awareness of NTU, in the lifelong learning space.

Key responsibilities include but not limited to the following:

• Brand Management and Strategic Marketing Plan development
• Responsible for brand planning and developing sound and dynamic marketing plans for various programmes to achieve recruitment objectives and maximise ROI impact on our marketing budgets. Marketing plans shall include recruitment activities in key markets that raise our brand awareness, programmes’ profile and increase our competitiveness.

• Ensure regular monitoring that we are on track and incorporate analysis to enable adjustments.

Content Marketing

• Own and drive a comprehensive content calendar across platforms and touchpoints for key audience segments, driving an impractful and consistent strategic narrative.

• Oversee the creation of compelling brand content to showcase NTU’s strengths and value propositions in the lifelong learning space.

Student Recruitment

• Drive a data-driven approach to student recruitment, monitoring application and admission trends, and reporting on all phases of recruitment process to management
• Drive strategic partnerships and initiatives to focus on attracting high-quality postgraduate students in target markets/countries to enrol in our Postgraduate (Coursework) programmes.

• Achieve student admission targets through the new and established recruitment channels

Recruitment events management

• Identify and create appropriate events around the world, conduct, or supervise the planning and execution of these events to reach out to our target audience. Events could be in various formats, such as fairs, exhibitions, course previews, information sessions, webinars, coffee chats, yield events, organisation presentation etc.

• Establish necessary KPIs which include the number of attendees, leads, applications, ROI measures of events etc

Strategic market insights and competitive analysis

• Provide strategic market insights, programme trends, and directions based on market environments.
• Benchmark against competitive programmes and propose improvements to products and marketing.

• Oversee and manage relevant external and internal surveys to gain market insights and developing trends.

Collaborating with Stakeholders

• Leverage on alumni to improve programmes’ awareness by working with the support of the alumni department and the network. Drive referrals from alumni network.
• Work with appointed agency and marketing communications team on brand campaign development, leads generation strategies and tactics.
• Oversee development of marketing content and assets for assigned Postgraduate (Coursework) programmes to ensure designers and vendor partners are delivering at the required standards.

Key Competencies and Qualification Requirements:

• Bachelor’s degree, preferably major in business management and marketing with a global orientation
• Minimum 12 years of varied marketing, sales and/or admissions experience at the graduate level of which at least 6 years in supervisory role(s)
• Able to liaise well with internal and external stakeholders which include students and parents
• Good experience in CRM lead database management and marketing using Hubspot
• Sound knowledge in marketing performance attribution and marketing analytics
• In-depth knowledge of the target markets
• Demonstrated track record in sales/leads generation
• Proven experience in analysing, implementing and redefining of processes and continuous enhancement of service levels
• High results and/or achievement orientation
• Good interpersonal, planning & organisational skills
• High level of integrity and credibility
• Attention to details
• Strong analytical skills and experienced in market research and surveys
• Experience in digital marketing and lead marketing campaigns
• Proven project management skills
• Demonstrated ability to manage across multiple projects and priorities
• People-oriented and team player

Hiring Institution: NTU

• Brand Management and Strategic Marketing Plan development
• Responsible for brand planning and developing sound and dynamic marketing plans for various programmes to achieve recruitment objectives and maximise ROI impact on our marketing budgets. Marketing plans shall include recruitment activities in key markets that raise our brand awareness, programmes’ profile and increase our competitiveness.
• Ensure regular monitoring that we are on track and incorporate analysis to enable adjustments