Digital Marketing Manager

JOB PURPOSEThe Digital Marketing Manager is responsible for planning, implementing, and optimizing the school’s digital marketing activities to support student recruitment and strengthen brand awareness.The role combines hands-on execution with analytical insight — managing digital channels, content, and campaigns to generate high-quality leads and enhance the school’s online presence in alignment with regional and group marketing strategies.KEY RESULTS AREADigital Marketing Strategy and PlanningDevelop and deliver the school’s annual digital marketing plan aligned with the marketing and admissions strategy.Manage the school’s digital advertising budget, ensuring effective allocation and maximum ROI.Collaborate with the Regional Digital Marketing team to ensure alignment with NAE’s digitalstandards and platforms.Campaign Management and Lead GenerationPlan, execute, and optimize online campaigns across WeChat, Baidu, Weibo and Xiaohongshu.Create, manage, and analyze digital advertising and remarketing campaigns to increase awareness and drive qualified enquiries.Manage keyword strategy, ad content, and landing page performance to improve conversion rates.Implement CRM-based lead nurturing and marketing automation workflows to support the admissions funnel.Website and CMS Management Oversee the school website, ensuring content accuracy, SEO optimization, and user experience.Update and maintain the website through the CMS in collaboration with regional support teams.Develop and test landing pages to improve enquiry conversion.Social Media and Content MarketingManage the school’s official social media channels, including content planning, creation, posting, and community management.Develop creative, localized digital content that promotes the school’s unique strengths and stories.Engage audiences through interactive campaigns, storytelling, and timely responses to online interactions.Analytics and Performance TrackingUse analytics tools (Baidu Analytics, Google Analytics, WeChat backend, CRM dashboards) to monitor campaign and channel performance.Prepare regular digital performance reports with actionable insights for the Marketing Manager.Identify trends, optimize underperforming areas, and propose new strategies based on data.Collaboration and Continuous ImprovementWork closely with the Admissions team to align digital initiatives with enrolment goals.Partner with agencies and regional digital specialists to ensure consistent quality and compliance with group guidelines.Stay updated on digital marketing trends, tools, and audience behaviors to drive innovation at the school level.PERSONAL SPECIFICATIONSQualifications / TrainingBachelor’s degree or above in Marketing, Communications, Digital Media, or a related field.Experience / KnowledgeMinimum 5 years’ experience in digital marketing, ideally in the education or service sector.Hands-on experience with WeChat ecosystems, Baidu SEO/SEM, and other China-specific platforms.Familiarity with CMS, CRM systems, and lead nurturing workflows.Strong understanding of online campaign management, analytics, and data interpretation.Experience with content creation, social media management, and paid advertising.Skills / AttributesCreative thinker with strong analytical and technical skills.Excellent organizational and time management abilities.Proficiency in digital tools and platforms (HTML, H5, Photoshop, Illustrator, etc.) a plus.Strong written and verbal communication skills in both English and Mandarin.Proactive, detail-oriented, and comfortable managing multiple projects simultaneously.PERSONAL ATTRIBUTESCreative and technical thinking abilitySelf-motivated, flexible and adaptable to different tasks at handProactive and able to prompt others to ensure deadlines and targets are achieved, calm working under pressureUses evidence to support arguments or positions takenHigh level of integrityExcellent time management and organizationalskills Proficient communicator both oral and writtenExcellent attention to detailAffinity with and interest in education