Singapore, Singapore
Strategic Marketing Leader with over 14 years of experience building structured marketing functions, refining brand positioning and improving demand generation across international education, premium real estate, events and luxury lifestyle sectors. Currently serving as Director of Marketing with responsibility spanning brand strategy, 360-degree campaign management, public relations, funnel maximisation, digital performance, content, and team development. Brings substantial regional exposure across diverse geographies with strength in connecting strategy, operations and execution so that marketing activity supports measurable commercial outcomes. Experienced in leading integrated campaigns, shaping content and digital ecosystems, improving website and CRM journeys, guiding agencies and internal teams, and translating complex growth priorities into clear, scalable plans that strengthen visibility, enquiry quality and conversion. Strong track record in establishing marketing functions from the ground up, introducing the systems, processes, and reporting structures required for disciplined scale. Has contributed to the founding marketing efforts of two international schools valued at over AED 200 million each (approximately USD 54.46 million) and has consistently delivered meaningful reductions in cost per acquisition across highly competitive markets.
Key responsibilities: • Manage all aspects of marketing operations, including brand development, budget control, strategic planning, team leadership, content marketing, creative projects, and data analysis. • Develop detailed marketing communication plans to boost enrollment rates and enhance brand visibility. • Implement communication strategies, leveraging data analytics to enhance results and maximize return on investment. • Lead a skilled marketing team by providing necessary resources to enhance community engagement and increase enrollment rates. • Develop and execute content marketing strategies utilizing diverse formats to educate and engage the target audience. • Oversee the development of promotional content on various platforms such as websites, social media, newsletters, and community events. • Assess campaign performance using data-driven methods to improve outcomes in line with the company's key goals. • Provide advice on media choices and messaging for Developer initiatives. • Contribute with research reports and ideas to create a new brand position and assist in defining the strategic direction for the Group.
Significant Highlights: • Devised and executed multi-channel marketing campaigns for Hartland International School, resulting in a 17% increase in enrolment year-on-year despite intensified competition among British Curriculum Schools in Dubai. • Expertly managed vendor relations and marketing expenses, achieving a 20% reduction in annual spending for the academic year 2017-18 without undermining business growth objectives. • In collaboration with the Director of Marketing, successfully launched NLCS Dubai, attracting nearly 575 students in its inaugural year. Key responsibilities: • Lead communication strategies for website content, PR, blogs, promotional materials, and event sales pitches. • Work closely with the Chairman and Director of Marketing to effectively convey the school's values. • Oversee media planning and purchasing, determine the best media mix, and implement marketing strategies within budget and time limits. • Conduct continuous market and customer research to identify and seize opportunities. • Keep up with marketing trends and innovations, utilize digital platforms to reach new audiences and achieve goals. • Manage social media and online communities to interact with audiences and enhance brand visibility. • Analyze customer journeys through various channels and suggest enhancements for improved user experiences. • Devise public relations strategies to amplify the visibility of the Leadership team and establish industry credibility.