Director of Marketing and Admissions

Key Responsibilities

1.  Marketing Strategy and Brand Leadership

• Develop and execute a multi-year regional marketing strategy for Wellington College across Indonesia, Singapore, and Malaysia.

• Safeguard and elevate the Wellington brand, ensuring alignment with Wellington College UK and global Wellington standards.

• Oversee brand positioning, messaging, visual identity, and tone across all markets and channels.

• Lead regional campaign planning across digital, print, PR, partnerships, and premium experiential events (e.g., Founding Families, ambassador receptions, corporate salons).

• Work closely with Heads of School and Wellington UK to ensure consistent articulation of Wellington’s educational philosophy and brand story.

2. Admissions Strategy and Enrolment Growth

• Design and implement a robust regional admissions strategy to meet enrolment and revenue targets.

• Lead admissions funnel design, including lead generation, parent engagement, conversion, and retention.

• Oversee admissions policies, processes, CRM systems, and reporting dashboards.

• Personally engage with high-net-worth and VIP families to drive conversion in premium segments.

• Train and mentor admissions teams in consultative sales, premium positioning, and relationship management with parents.

3. Leadership and Team Management

• Directly manage the Senior Marketing Manager and Admissions Manager in Jakarta.

• Provide functional leadership to future marketing and admissions teams in Singapore and Malaysia as they are established.

• Build, structure, and scale high-performing marketing and admissions teams across three countries.

• Set KPIs, budgets, and performance frameworks; conduct regular reviews and capability development.

• Foster a customer-centric culture focused on excellence, responsiveness, and premium service delivery.

4. Stakeholder Engagement and Partnerships

• Act as a senior external ambassador for Wellington College in Southeast Asia.

• Develop strategic partnerships with corporates, embassies, residential developers, banks, and premium lifestyle brands.

• Collaborate closely with Wellington College UK, the Wellington College International network, and academic leadership on brand and admissions alignment.

5. Data, Financial and Strategic Planning

• Align enrolment projections with financial models and campus development phases in partnership with Finance and  Leadership.

• Monitor marketing ROI, cost per lead, conversion ratios, and lifetime student value metrics.

• Provide quarterly board-level reporting and strategic recommendations on market positioning and growth opportunities.