Deputy Head of Marketing & Content Marketing Manager, Kuala Lumpur – UWE International Educational Services (UK)

• UWE International Educational Services
• Kuala Lumpur, Malaysia

Grok is an international education professional service provider with operations across the globe, serving a large and growing number of global universities. We are currently looking for a Deputy Head of Marketing & Content Marketing Manager to join UWE International Educational Services (UWEIES), with their International Office based in Kuala Lumpur. UWEIES is a wholly owned subsidiary of the University of the West of England, Bristol.

 

Job Purpose and Overview:

To oversee the operational, strategic, and team management responsibilities for UWEIES, to support the wider student recruitment team achieve international recruitment goals, as well as lead a robust and effective Content Marketing strategy for the brand.

Under the direction of the Head of International Marketing:

• Lead the International Marketing Team in relation to all Marketing responsibilities in collaboration with the Director of International Recruitment, Head of Student Recruitment and Country Managers.
• Direct the international marketing strategy, across Brand Awareness, Lead Generation and Conversion activity, fully integrating all disciplines, including:
  • Creative, Content, Social Media, and Paid Digital Marketing for all priority international student recruitment markets.
• Work in collaboration with International Marketing and Conversion teams in the UK.
• Oversee the international marketing budget and regularly report on the effectiveness of all international marketing activity, confidently presenting to key stakeholders where required.
• Lead regular Marketing team meetings and away days, and represent the Marketing team at wider international student recruitment meetings to provide updates on marketing status, insights, recommendations to improve and to knowledge share.
• Support the Marketing Team with all Professional Development.

In relation to Content Marketing:

• Provide original and engaging, audience appropriate (student/parent), social media content for the team to leverage.
• Own the master content calendar that can be adapted and localised for different audiences, countries and channels, demonstrating a deep interest in the latest social media trends, in particular for the 16-24 student audience, as well as for parents of students looking to study abroad.

 

Duties and Responsibilities

1. To lead the International Marketing Team in relation to all Marketing responsibilities in collaboration with the Director of International Recruitment, Head of Student Recruitment and Country Managers, through the attendance of regular team meetings and communications in separate one-to-one sessions.
2. To direct the international marketing strategy, across Brand Awareness, Lead Generation and Conversion activity, fully integrating all disciplines, including:
   1. Creative, Content, Social Media and Paid Media, for all priority international student recruitment markets, liaising with the relevant International and Marketing points of contact, as well as appointed external partners.
3. To oversee the international marketing budget and regularly report on the effectiveness of all international marketing activity, confidently presenting to key stakeholders where required.
4. To lead regular Marketing team meetings and away days, and represent the Marketing team at wider international student recruitment meetings to provide updates on marketing status, insights, recommendations to improve and to knowledge share.
5. To support the Marketing Team with all Professional Development.
6. To work in collaboration with International, Marketing and Conversion teams in the UK to ensure all marketing activity is aligned, including Brand, Tone of Voice & Social Media guidelines.
7. To own, produce and manage a master content calendar that can be customised and localised for different audiences, countries & channels.
8. To produce different forms of social media content in text, video, image and infographic format, customised for each audience, country & channel.
9. To produce and publish posts in line with the master content calendar, and ensure that each piece of content is relevant and has a clear objective in line with the overarching Content & Social Media strategy, which you will support & regularly assess the effectiveness of.
10. To create concepts that translate into compelling creative, and lead with best-in-class content following the latest social media trends, hashtags & engagement strategies.
11. To have a strong understanding of social media analytics to inform activity, strategy and engagement with each audience.
12. To competently work with a variety of popular social media channels including Facebook, Instagram, TikTok, Twitter, LinkedIn, YouTube, and other relevant social media channels in specific countries like SnapChat, Line, Zalo etc.
13. To be proficient with different creative, social media management & reporting tools.
14. To educate & share the latest social media trends with the Marketing, Country Managers & wider UK teams.
15. To ensure work is completed on time to the highest standard.
16. To manage multiple projects and requests simultaneously, with great time management and prioritisation skills.
17. To partner with external partners and influencers and/or production teams where required.
18. To comply with the University’s equal opportunities policy, and use this role to promote equal opportunity wherever possible.
19. To be responsible for your own health and safety and that of your colleagues, in accordance with the University’s health and safety policy.
20. Any other reasonable duties that fall within the scope of the post, as allocated by the line manager, following consultation with the post holder.

 

Qualifications/Professional Membership 

Essential

1. Degree qualification, a higher degree or formal professional qualification.
2. Appropriate membership of a professional body as recognised and required for the post.
3. Evidence of CPD.

Desirable

1. Evidence of experience in the recruitment of students in an international setting.

 

Knowledge/Skills/Experience 

Essential

1. Bachelor’s degree or diploma in marketing, social media, communications or related field.
2. At least three years’ experience working in a similar field.
3. Excellent IT skills, especially with digital marketing, social media creative, production, video editing & reporting tools.
4. Exceptional creativity and innovation, and a passion for all things digital marketing and social media.
5. Strong time management, organisational and prioritisation skills.
6. Accuracy and attention to detail.

 

Key Competencies

Essential 

1. Leadership and motivation:
   1. Able to motivate staff to achieve the vision, values and objectives of the University including promoting equality and diversity.
   2. Actively manages performance to maximise contribution and achieve appropriate and timely resolution of performance issues.
2. Planning and organising to achieve results:
   1. Can demonstrate the effective management and achievement of team/department objectives which support University objectives.
   2. Achieves staff commitment to these plans.
3. Commercial awareness:
   1. Able to lead staff to consider the commercial and financial impact of their work.
   2. Able to foster and encourage the establishment of external partnerships.
   3. Implements effective budget management to achieve high level quality of service and cost effectiveness.
4. Delivering excellent service:
   1. Able to ensure that managers and staff understand their priorities and responsibilities in relation to providing an excellent standard of customer service and monitors achievement of this.
5. Continuous improvement, innovation, and change:
   1. Able to develop a commitment to a culture of continuous improvement and change. Implements new processes and systems in a timely, efficient and effective manner.
6. Communicating and influencing:
   1. Has highly effective communication skills.
   2. Gains trust, influence and establishes personal credibility at all levels.
   3. An effective networker within and outside of the University to enhance personal and the institution’s reputation.
7. The ability to develop yourself and others:
   1. Proactively supports individual and team development.
   2. Provides constructive feedback to enhance performance.
   3. Acts as a mentor or coach. Seeks feedback from team members and others to identify personal development needs.
8. Teamwork and collaboration:
   1. Works collaboratively with other teams to foster relationships and the development and achievement of shared priorities.
   2. Demonstrates integrity, fairness, and consistency when managing team members.

 

Special conditions

The post holder is expected to respond flexibly to periods of workload and may on occasion be required to work in the evenings or at weekends in order to achieve service objectives. This may require attendance at events, internal events or supporting critical processing activities. The post holder may be required to travel internationally on occasions.

The environment in which the University operates is subject to ongoing change, and the post holder is expected to respond flexibly and positively to any impact the change may have on their role or working environment.

 

Health and Safety/Risks

The post holder will be required to be mindful and follow the University Health and Safety policy