Head of Marketing

Wellington College Bangkok is fully committed to safeguarding and promoting the welfare of children and young people. 

This Job Description should be read and understood in conjunction with the staff member’s contract and any applicable school procedures and policies.

1. Overview

1.1. This role reports directly to the Bursar.

1.2. The role involves management of a small team of dedicated marketing staff.

1.3. The post-holder is responsible for establishing and implementing Marketing strategies that support the school’s Admissions targets. This requires the development of a deep understanding of the specific challenges and opportunities present in Bangkok’s premium international school market.

2. Key Responsibilities: Marketing

2.1 Develop an understanding of the history, culture, traditions and ambitions of the school, including educational philosophy and all Marketing and Communications activities.

2.2 Analyse and report on market developments, including competitor activities, demographics and customer personas.

2.3 Liaise with marketing colleagues at other Wellington College schools to ensure all collateral and messages align with the brand standards, proposition, and guidelines. 

2.4 Provide the vision and strategic direction for the Marketing of the school. 

2.5 Work with school leadership in the development of annual, short- and long-range marketing strategies that are consistent with the school’s development plan.

2.6 Collaborate with the Master, Bursar and Board to design strategies and implement plans to develop increased visibility and clear branding of the school. 

2.7 Support the dissemination of press releases, news articles, and letters to the editor, social media campaigns, public messages, and other awareness messages.

2.8 Collaborate with the Admissions Department, design strategies and implement solid plans to drive student applications, develop and maintain prospective family interest. 

2.9 Support the Admissions Department in the management of Open Days.

2.10 Attend Marketing, networking and other events as necessary.

2.11 Develop a marketing plan and oversee development of brochures, fact sheets, The Wellingtonian Yearbook, etc. 

2.12 Manage the Marketing Budget with effective planning to optimise resources.

3. Key Responsibilities: Communications

3.1 Develop and maintain the content for the School’s communications: website, prospectuses, adverts etc and keep content current and refreshed. 

3.2 Manage the School’s website to ensure it is fit for purpose and an ideal shop window as well as assisting information flow to parents and other stakeholders.

3.3 Develop communication channels including use of social media such as Instagram, Facebook etc to promote recruitment and retention

3.4 As needed, generate, coordinate and facilitate effective communications with prospective and existing parents including school newsletters.

3.5 Manage reputational risk through effective proactive, and where necessary, reactive communications.

4. General

4.1 Actively support the Values, Identity and Ethos of the school.

4.2 Any other duties as reasonably requested by the Bursar or the Master.

5. Skills and Qualifications

• Bachelor’s degree or higher.

• Experience in the education industry preferred, but not essential.

• Excellent interpersonal skills and stakeholder management; able to work across departments effectively.

• Collaborative and supportive team leader.

• Experienced in marketing communications, both online and offline advertising products.

• Bi-lingual, excellent in written and spoken Thai and English.

• Creative and self-starter, with good analytical and practical thinking skills.

• Able to represent and effectively communicate the School’s values and the Five I’s.