Head of Sales and Marketing

JOB SPECIFICATION for Head of Sales and Marketing
The Global Schools’ Group, Nord Anglia Education, is recruiting a forward-thinking Head of Sales and Marketing to lead student recruitment and marketing communications at The British Vietnamese International School, Hanoi (BVIS).
As one of the most exciting and unique premium international schools in Southeast Asia, BVIS has witnessed unprecedented success over the last 7 years. To maintain this momentum, the school seeks to appoint a high-achieving Head of Sales and Marketing to lead enrolment and marketing communications.
The successful candidate will be an inventive and determined commercial professional, who can demonstrate current success in a sales and marketing environment. You will be able to motivate colleagues around you, both Vietnamese and international, to achieve progressive growth targets.
The position would suit a native Vietnamese speaker, looking to build a career in Vietnam and perhaps beyond, with the world’s leading premium international schools’ group. High levels of business English, both written and oral, are essential.

JOB DESCRIPTION Executive Summary

EMPLOYER: British Vietnamese International School, Hanoi
JOB TITLE: Head of Sales and Marketing
JOB PURPOSE: To drive growth in student numbers at one of Nord Anglia Education’s flagship global schools, BVIS Hanoi, through leadership of the school’s sales, marketing and communications functions.
REPORTING TO: School Principal
DIRECT REPORTS: Admissions Manager | Marketing Manager | Communications Officer | Admissions Officers | Receptionists | AVA staff
PACKAGE: Competitive remuneration and benefits

KEY RESULT AREAS
STUDENT RECRUITMENT (‘SALES’)
An inventive and determined sales specialist, you will lead by example, coach your team in best practice and create a motivated culture within the team to deliver challenging annual enrolment targets.
Measures of performance
• Number of new students recruited
• Conversion rate of enquiries (leads) through to applicants and starters
• Performance in mystery shopping exercises
• Motivation and competitiveness of admissions staff




MARKETING & COMMUNICATIONS
Armed with an understanding of the needs of your internal and external stakeholders, conditions within the market and insights into your competitor set, you will lead, coach and guide the Marketing and Communications team to develop strategies and activities which deliver the key school messages in timely, relevant and engaging ways.

Measures of performance
• Volume of leads (enquiries) generated and conversion throughout the sales funnel
• Levels of engagement with online and offline communications
• Customer satisfaction survey results and brand awareness/equity research
• Level of brand consistency
• Quality and depth of insight into the market and competitor set
• Improved marketing plan spend efficiency (spend per starter) year on year

REPORTING AND DATA ANALYSIS
With an acute attention to detail, you will contribute data-driven insights into ongoing enrolment management and annual planning by maintaining accurate enrolment data, providing relevant and timely reports and developing the team’s use of SalesForce (CRM) and related systems.

Measures of performance
• Accuracy of enrolment forecasts in annual enrolment planning
• Accuracy of weekly and monthly KPI reports
• Accuracy of customer and enrolment data on SalesForce (CRM)

EVENTS
You will bring to life the unique identity of the school and showcase the school in the best light possible by leading the development and execution of our annual events calendar for both external and internal audiences.

Measures of performance
• Quality and quantity of leads (enquiries) generated through events marketing
• Customer satisfaction survey results and brand awareness/equity research
• Increase in attendance numbers versus prior year
• Level of brand consistency

EXTERNAL OUTREACH
With a sharp mind for collaborative and business development opportunities across Hanoi, you will position the school as the first choice within the market through the development and leadership of the school’s outreach programme.

Measures of performance
• Quality and quantity of leads generated through key accounts (companies, embassies, relocation agents, feeder schools, etc)
• Brand awareness and equity research
• Regularity and effectiveness of communications with key accounts
• Feedback from key stakeholders

 

LEADERSHIP, COACHING & TRAINING
You will motivate and coach the best out of your immediate sales, marketing and academic colleagues through effective training, leadership by example and the sharing of great sales, marketing and communication practices. You will be an effective contributor to the school’s Senior Leadership Team

Measures of performance
• Employee performance review ratings of team members
• Feedback from Principal and Regional Office staff


Safeguarding:
The school is fully committed to the safeguarding and promoting of welfare of all students. Candidates must display a willingness to undertake appropriate child protection training, when required, and this same commitment in all dealings with students.

Qualifications / Training
- Bachelor’s Degree - Essential
Experience / Knowledge / Skills
- Vietnamese only - Essential
- Evidence of relevant sales and marketing experience /roles - Essential
- 7-10 years of experience in a Sales / Marketing role with demonstrated success in growing / increasing sales in a competitive market -Essential
- Fluency in English. Another language is an asset - Essential
- Experience of high level networking to build creative and mutually beneficial relationships that positively impact on strategic and tactical business development - Essential
- Understanding of and the ability to build strong customer advocacy and repeat client loyalty and retention - Essential
- Experience of having worked within a service delivery sector, education sector experience a bonus - Desirable
- Strong leadership skills and proven ability to manage a team to achieve and succeed desired outcomes - Essential
- Strong analytical skills and proven record of using data and research to support initiatives undertaken - Essential
- Ability to build, manage and motivate cross functional high performing teams - Essential
- Experience of working with CRM systems and integration with the sales life cycle - Desirable
- Experience in monitoring competitor market activity - Essential
- Experience in using digital and social media trends and tools to influence the sales life cycle - Desirable
Personal Attributes
- Commercially aware and results driven with good business acumen - Essential
- Curious and creative - Essential
- Self-motivated, flexible and adaptable to different tasks at hand - Essential
- Proactive and able to prompt others to ensure deadlines and targets are achieved, calm working under pressure - Essential
- Uses evidence to support arguments or positions taken - Essential
- A strong sense of the ‘other’ and an ability to empathise - Essential
- Has gravitas that allows him / her to be accepted by other stakeholders in the school - Essential
- High level of integrity - Essential
- Excellent time management and organisational skills - Essential
- Excellent communicator both oral and written - Essential
- Excellent attention to detail - Essential
- Affinity with and interest in education - Essential

- Competitive Package, A fast-paced, global experience so that you can progress on a global salary
- Free school places for your children, private health insurance, lunch allowance, annual health check
- Unique opportunities to grow professionally and develop your career

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