Group Head of Marketing / Director of Marketing

Reporting to: Group CEO / Board of Directors

Working closely with: Head of School 

Work Location: Primarily based in Bangkok with periodic travel to South Bangkok campus as required.

Role Purpose

The Group Head of Marketing / Director of Marketing leads all marketing, branding, communications, admissions-driven campaigns, and visual identity development for both Schools. 

The role is responsible not only for driving new student enrollment growth, but also for strengthening student retention through continuous engagement, parent satisfaction, and consistent brand experience across the school journey. 

This role ensures strong student enrollment growth, powerful brand positioning, and consistent visual and communication standards across all touchpoints digital, physical, uniforms, signage, and brand assets.

Key Responsibilities (including but not limited to):

A. Marketing Strategy & Leadership

• Develop and execute the Group Marketing Strategy for both campuses.
• Build annual marketing plans aligned with enrollment targets.
• Lead all marketing, advertising, sales funnels, and brand campaigns.
• Analyze customer insights, market trends, competitor activity, and enrolment patterns.

B. Admissions, Sales & Enrollment Growth

• Drive student recruitment through strong marketing and conversion strategies.
• Build complete admissions funnels: leads school tours follow-ups enrollment.
• Implement retention strategies to ensure stability of currently enrolled students, including parent engagement, communication plans, and satisfaction tracking.
• Train admissions teams on sales scripts, conversions, and parent engagement.
• Oversee CRM systems for lead management and performance tracking.

C. Brand Identity, Visual Standards & Aesthetics (Online & Offline)

• Build and maintain Schools brand identity, guidelines, and visual language.
• Oversee all school branding elements including:

o Uniform design & selection

o School logos and sub-brand logos

o Campus signages & environmental branding

o Marketing materials, brochures, banners

o Prospectus, student handbook, and official publications

• Ensure cohesive aesthetic standards across Bangkok and South Bangkok campuses.

D. Digital Marketing & Content Leadership

• Lead digital marketing strategy including:

o Website content & user experience

o SEO, SEM, Google Ads

o Social media strategy, storytelling, and campaigns

o Paid advertisements, remarketing, and video content

• Create impactful digital content (photos, videos, testimonials, program highlights).
• Build strong online reputation and engagement metrics.

E. Events, PR & Community Engagement

• Oversee school events, open houses, educational fairs, and community outreach.
• Coordinate media relations, press releases, and public announcements.
• Coordinate retention-focused activities: town halls, parent meetings, student showcases.
• Build relationships with influencers, universities, medical institutions, and partners.

F. Market Research & Product Positioning

• Position the North Bangkok as the leading Pre-Medical Boarding School.
• Position South Bangkok school as the top Multi-Career Boarding School (Law, Business, AI, Military, IT).
• Conduct market studies to refine pricing strategies, value propositions, and program competitiveness.

G. Team Leadership & Cross-Campus Coordination

• Manage and mentor marketing, admissions, and creative teams across both campuses.
• Set KPIs for marketing performance and lead regular performance reviews.
• Build structured coordination with Heads of School, Operations, and Academic teams.

3. Key Performance Indicators (KPIs)

• Marketing & Admissions Success
• Enrollment growth vs. yearly targets
• Retention rate of currently enrolled students
• Lead generation & conversion rates
• Admission funnel performance
• Brand Performance
• Brand consistency across both campuses
• Website traffic, engagement, and social media growth
• Brand awareness and recall
• Operational & Creative Execution
• Quality and consistency of branding deliveries
• Timeliness and impact of marketing campaigns
• Successful production of uniforms, signage, and visual assets

4. Qualifications & Skills

• Bachelors or Masters degree in Marketing, Communications, Branding, or related field.
• Minimum 8-12 years of experience in marketing, with at least 35 years in a leadership role.
• Experience in education, premium consumer brands, or service industry is an advantage.
• Strong creative direction skills in branding, design, and visual identity.
• Strong understanding of digital marketing, admissions funnels, and parent engagement strategies.
• Excellent Thai and English communication skills.
• Proven leadership, team management, and project execution abilities.
• Creative, analytical, resourceful, and highly organized.