COMPANY DESCRIPTION
Kaplan Higher Education Academy (Kaplan) is part of Kaplan Inc., one of the world's most diverse education providers and the largest subsidiary of Graham Holdings Company (NYSE:GHC).
Kaplan has welcomed students from over 55 countries and regions. As a Lifelong Integrated Learning Partner, we offer over 450 academic and professional certification programme options* for higher learning and skills development, providing opportunities for individuals to always stay relevant. To date, these opportunities have benefitted more than 100,000 graduates^.
We have a diverse team of individuals dedicated to our mission to help individuals achieve their educational and career goals, and build futures, one success story at a time. Our core values - Opportunity, Knowledge, Support, Integrity and Results - help guide the way we work.
At Kaplan, our employees are our most valuable assets, and everyone's contribution is integral to our success. We have been recognised by The Straits Times, for the second successive year, as being one of Singapore's Best Employers for 2023. This large-scale and comprehensive study assessed the attractiveness of organisations in Singapore based on an independent employee survey.
We strive to continue providing a professional, positive and stimulating work enviroment with plenty of room for initiatives, so that our employees can thrive with us. If you are seeking opportunities for growth, we welcome you to write to us!
*Based on full-time and part-time study modes across programmes offered at Kaplan.
^Total Diploma and Degree graduates from Kaplan from 2007 to 2023.
RESPONSIBILITIES
THE ROLE: Assistant Manager - Regional Marketing
We are seeking a commercially driven Assistant Manager - Regional Marketing to take the lead on marketing for Kaplan Professional Education in Singapore and Hong Kong. This is a full-stack role encompassing the development, execution, and optimisation of strategies and campaigns across B2C, B2B, and B2I audiences to drive lead generation and revenue growth.
The successful candidate will be responsible for balancing high-level strategic planning with the direct, hands-on management of core digital channels. You will collaborate closely with internal stakeholders, including team members and regional sales teams, as well as external agencies, to execute initiatives and deliverables that achieve our growth ambitions.
As the Assistant Marketing Manager, you will:
- Develop and execute regional B2C and B2B marketing strategies and plans that align with business goals, respond to market dynamics and changing business priorities.
- Direct and manage paid and organic digital marketing and social media activities, including campaigns, content development and updates to the relevant websites.
- Take a lead in developing and executing marketing content across key communication channels
- Drive and oversee the creation of relevant website content, enhancements and optimisations
- Develop and optimise relationships with external marketing agencies and internal marketing teams.
Key Roles and Responsibilities:
1. Planning, Strategy and measurement
- Plan and develop integrated marketing and communication plans to support business objectives, based on solid market insights and connected to commercial enrolment targets
- Ensure campaigns and projects are managed efficiently from end to end
- Manage the marketing budget to ensure that we are driving efficiency and spending effectively on activity that drives results
- Regularly monitor and report against KPIs to evaluate the performance of projects and campaigns.
- Work closely with our agency partners to drive delivery and efficiency of our activity and assets, ensuring we're being effective with our budget allocation and ROI.
2. Brand & Regulatory Compliance
- Act as a brand guardian by ensuring all messaging is consistent across every touchpoint. This includes vetting, editing, and writing copy, and strictly adhering to established Kaplan copy conventions and tonality for all marketing and communications for Kaplan Singapore.
- Review and ensure all marketing and communication materials comply with SkillsFuture Singapore regulatory guidelines and other necessary requirements. This involves upholding the principles of:
- Truthful representation
- Substantiation
- Fair competition
- Observance of social values
- Integrity and responsibility
- Develop messaging and market positioning that differentiate products and services by tailoring messages to resonate with specific audiences and sets Kaplan apart from other providers in the market
3. Implementation and optimisation of digital channels
Content & Social Media
- Lead the end-to-end content strategy and integrated plans, ensuring all content is high-quality, relevant, and optimised for attracting and engaging target audiences.
- Deliver end-to-end content including brochures, explainer videos, testimonial/case study videos, lead nurturing emails, and event collateral for multiple audiences.
- Develop and own the social media plans, working with internal teams and agency partners to develop and refine.
- Management and update of social media channels, profiles and campaigns for Kaplan Professional Education Singapore
- Oversee LinkedIn organic content calendar, ensuring consistent monthly activity aligned with messaging
PPC/Paid Media campaigns
- Manage ongoing Google Ads campaigns targeting prospective students (always-on B2C acquisition).
- Run LinkedIn advertising campaigns to build awareness and engagement among target B2B audiences.
- Regular check-ins and collaboration with the UK based Digital Marketing Team
Website Optimisation & SEO
- Manage and coordinate ongoing updates to website content, FAQs, and other customer facing resources
- Drive and oversee the creation of relevant content and website enhancements for Kaplan Professional Education e.g. refresh and optimisation of pages, adding video and blog content relevant for both B2C and B2B audiences
- Optimise website content to align with target keywords and topics that will improve search engine and Gen AI crawlability.
4. Lead Generation & Sales Partnership
- Act as the marketing business partner to the Business Development/Sales Team, supporting them to drive growth and collaborating on integrated plans to raise brand awareness and generate leads.
- Support Business Development colleagues with lead nurturing and sales enablement tools.
- Support the team in planning and delivering in-person and online events, including liaising with 3rd parties and suppliers
- Work in tandem with Sales teams and broader management team to optimise the lead management process to ensure the journey is streamlined and optimised for follow up and conversion
- Regularly review and evaluate market trends, external drivers and competitive landscape
5. KPIs and Performance Monitoring
- Establish and regularly monitor KPIs and ensure clear campaign reporting and measurements are in place to evaluate the performance of projects and campaigns
- Determine appropriate levels of investment and budget reflective of size of ambition and targets. Monitor spend, and create interventions where required
- Take a keen interest in the overall P&L to have a good understanding of revenue and sales targets
- Balance the level of effort across the products and qualifications within the portfolio, to ensure opportunities are being maximised and campaigns optimised
What you'll bring to the role:
As a well-rounded and adaptable marketer, you will leverage your extensive hands-on experience across digital marketing channels and content creation to quickly grasp our business priorities and collaborate with key stakeholders to develop impactful marketing plans. With a proven track record of creating and driving successful multi-channel B2B & B2C marketing campaigns that generate qualified leads and sales, you'll be analytical and have an eye for detail to ensure that all activity is measured and monitored. You're effective at working on multiple projects and to deadlines and are able to prioritise capacity and workloads to efficiently deliver campaigns and activity to drive marketing performance as an individual and through team collaboration. As a self-starter, you're naturally curious and thrive on finding and capitalising on opportunities to drive growth.
QUALIFICATIONS
Academic & Professional Qualification
- Bachelor's degree in Business, Marketing, Mass Communications or equivalent
- MBA / Master's degree specialising in Marketing
Work Experience
- At least 5 years' experience in integrated marketing
- Broad understanding of digital marketing channels such as content blogs, white papers, webinars, SEO, PPC Social, email, video and print
- Strong digital marketing experience in social and paid media
- Ability to independently manage and execute end to end marketing projects from initial strategy development through to final performance analysis and optimisation
- Proven B2C and B2B marketing experience
- Experience of developing successful go to market plans, value propositions and generating leads in a fast-paced, working environment
- Creative and good with copy
- Experience in working within a matrix reporting structure
- Experience in working across geographies
OTHER INFORMATION
- Working Hours: Monday to Friday, 9am to 6pm.
- Work Arrangements: Hybrid (Blend of in-office and remote work)
- Location: Wilkie Edge
Please note that your application will be sent to and reviewed by the direct employer - Kaplan Higher Education Academy Pte Ltd
