Country Marketing Manager

POSITION DESCRIPTION

COMPANY OVERVIEW AND CONTEXT IDP Education is a global leader in the international education industry which operates a number of related business lines including; international student placement; English language testing; and English language Training. We are a rapidly growing global organisation with ambitious future expansion plans. IDP Education is a publically listed company in Australia. Education Australia, a company representing 38 prestigious Australian Universities, owns 50% of the shares in the business with the remaining 50% held by public investors. IDP’s global team is led by Andrew Barkla, IDP Education’s Chief Executive Officer. The Global Leadership Team comprises our Chief Strategy Officer, Chief Financial Officer, General Manager People and Culture and our five Regional Directors, who are responsible for managing the complete operations within geographic areas. Each Regional Director is responsible for the management of the P&L performance of the region, the management of the offshore network of country offices that are involved in Student Placement, Testing and English Language Training, as well as delivering outstanding service to our students, candidates, clients and partners. Our Brand Values recognise our Expertise, Quality, Caring, Integrity and the Communities we work within. We strive to continuously develop our dynamic, inclusive work places, we encourage and celebrate cultural differences and views, and we provide opportunities for personal, professional and career development. IDP Education has been involved in English language teaching since 1988. Today it runs English language schools in Thailand and Cambodia, and Vietnam.

BUSINESS UNIT/TEAM OVERVIEW The South East Asia region comprises IDP owned business units in Cambodia, Philippines, Singapore, Thailand and Vietnam. In Vietnam, core business operations consist of Student Placement, IELTS testing and English Language Training under the brand ACET. ACET provides high quality English language programmes designed to prepare students for success in overseas study and their future careers. ACET was established in 2002 with curriculum design supported by UTS:Insearch, the language centre of the University of Technology, Sydney. ACET operates 4 training centres in Hanoi and HCMC, with approximately 1,500 students studying intensive and semi-intensive English language courses. ACET employs approximately 100 qualified and experienced teachers. ACET has an excellent reputation as the leading provider in Vietnam of English pathway programmes to overseas study. The role of Digital Marketing Manager sits within ACET management team and reports to the Country Manager ACET.

POSITION TITLE:
Marketing Manager
LOCATION:
Ho Chi Minh City, Vietnam
REPORTS TO:
Country Manager
BUSINESS UNIT:
IDP Vietnam
DATE:
February 2020


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POSITION PURPOSE The position is responsible for the recruitment of targeted numbers of students in ACET programs at all centers in Vietnam. To achieve targets, the Digital Marketing Manager will develop and maintain a network of strategic & productive relationships including but not restricted to IDP and UTS:INSEARCH, aid agencies, selected high schools, universities and Government ministries. To support communications and develop relationships with strategically important organizations, the Digital marketing manager will develop and maintain a database of information on ACET students using this information in presentations, in mainstream media, on the web, in brochures and in newsletters. Key Responsibilities o Manage the marketing digital teams o Work closely with sales team for seamless leads conversion process and activities o Cooperate with IDP and Insearch driving synergies and effectiveness for marketing initiatives o Multi channel Strategy o Budget management o People leadership and development o Web and E-marketing o Analytics and Reporting o Public relations

Key Performance Area Key Responsibility Measures Online Marketing and Report (70%)
o Craft and execute the optimal Paid Marketing Strategy, involving SEM, Display Marketing, Paid Social (Facebook and local social media), and partnerships with local publisher networks for advertising to drive student enrolments from the region o Build and manage a rich content/editorial calendar that attracts a qualified audience to our digital properties, including websites, social media, etc. o Grow new leads, including marketing-qualified leads, by converting site traffic through calls-toaction, landing pages, and lead generation content o Optimize our marketing automation and lead nurturing processes through email, content, social channels, and analytics o Implementation and maintenance of multilingual search engine optimization and discrete campaigns o Establish closed-loop analytics to understand how our inbound marketing activity turns into customers and continually refine our process to convert customers o Building and connecting digital platforms (website, fan page, tracking tools, advertisement accounts) to deliver best digital experience o Conduct in-city events for these hot leads and convert them down funnel into an enrolment. o The preparation of termly/monthly / annual o Number of hot and warm leads o Quality of leads o SEO/SEM metrics o Conversation rate from leads to placement test to enrolment



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reports and reports as required by management. o Devising the means to capture data, descriptive text and images relating to (i) ACET students (ii) the achievements of ACET students.
Offline and Integrated Marketing (15%)
o development of localized marketing plans, materials, and tools to drive enrolments; cooperation with centers for events; public relations; …
o Market research and Offline Leads
Budget Management (15%)
o Appropriate and effective management of the departmental budget o Effective projects management to delivering best achievement on projects results and projects budget
o Marketing digital cost o Projects deigned, planed and executed as per objectives and timeline set
RELATIONSHIPS Internal External • Country Manager • Head of Sales and Operations • IDP and ACET Department Managers [Marketing, Sales & Customer Service, IELTS, Finance, HR & Admin, IT and Academic]
• Companies and organisations with English language training requirements • Secondary Schools, High Schools and Universities • Public


CHALLENGES FOR THIS POSITION Key challenges for this role include: o 3–5+ years of applied marketing experience with a strong digital marketing focus o Experience developing and implementing marketing strategy and plans o Strong knowledge of social media platforms, including LinkedIn, Facebook, Twitter,YouTube, and other local media platforms Experience with Web analytics, A/B testing, and inbound marketing tactics o Proficiency with marketing automation and blogging software features to generate traffic, convert visitors into leads, and then nurture them (using dynamic workflows) into converted customers o Ability to think independently, thoroughly, and critically in fast-paced contexts o Ability to collaborate with stakeholders from local, national, and international constituencies o Excellent communication and creative-thinking skills, with an ability to use data to inform all decisions o Maintaining a high level of trust and team spirit and camaraderie with the city leadership team while challenging the performance of team o Ability to foster collaboration and trust, work collegially, and inspire others to high levels of performance o Ability to travel as needed to work with key agents or feeder schools in developing messaging and look and feel of marketing materials o Eligible to work in the hiring location without sponsorship

PERSON SPECIFICATION Essential requirements (skills, knowledge experience & qualification):
o Fluent in English with excellent communication skills o Problem solving skills and able to implement creative solutions to problems o Good team player
Desirable requirements (leadership & team/project capabilities) :
o Background in English Language Teaching preferred

1. Good experience in Digital and Offline Marketing
2. Should have driven many lead generation campaigns
3. Experience in handling and allocating budgets

- 13th month payment, Bonus Annually
- 15 days annual leave and 10 days of sick leaves
- English Training scholarship for staff and family at ACET. Staff development & training abroad.

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