Senior Marketing Executive

Key Responsibilities:

Performance Marketing & Lead Generation

• Plan, execute, and optimise Google Ads, Meta (Facebook and Instagram) Ads, and other digital campaigns to generate qualified leads, drive student enrolments, and acquire app users.
• Manage advertising budgets, audience targeting, keywords, and A/B testing to improve conversions, reduce acquisition costs, and maximise ROAS.
• Monitor campaign performance and implement data-driven improvements to achieve marketing targets.

Educational App Marketing & Growth

• Develop and execute strategies to increase app awareness, downloads, registrations, active users, and retention.
• Manage app user acquisition and re-engagement campaigns across paid advertising, social media, email, and other relevant channels.
• Analyze app performance and collaborate with product and development teams to promote new features and improve user engagement.

Website Management, SEO & Optimization

• Manage and optimize company websites and landing pages to improve user experience, search visibility, website traffic, and lead conversions.
• Implement SEO strategies, including keyword research, on-page optimization, and content development.
• Monitor website analytics and user behaviour to identify opportunities for improvement.

Social Media, Content & Branding

• Develop and manage social media campaigns and content calendars to strengthen brand awareness and support student acquisition and app growth.
• Create and coordinate engaging content, including social media posts, short-form videos, digital advertisements, and promotional materials.
• Ensure consistent brand messaging across digital channels and monitor content performance.

Integrated Marketing & Partnerships

• Plan and execute online and offline marketing campaigns to promote educational programmes, student enrolments, and app adoption.
• Coordinate promotional events, workshops, and partnership initiatives to expand market reach.
• Work with internal teams and external partners to ensure effective campaign execution.

Analytics, Reporting & Budget Management

• Track and analyze key performance indicators, including cost per lead (CPL), conversion rates, app downloads, user engagement, and ROAS.
• Prepare regular performance reports with insights and recommendations to improve campaign effectiveness.
• Manage marketing budgets and optimize spending to achieve business objectives.

Cross-functional Collaboration

• Work closely with management, sales, product, and education teams to align marketing initiatives with business goals.
• Keep up with digital marketing trends, competitor activities, and emerging EdTech growth opportunities.
• Take ownership of marketing projects from planning and execution to performance evaluation.

Requirements:

• Diploma or bachelor’s degree in Marketing, Digital Marketing, Business, Communications, or a related field.
• Minimum 2 years of hands-on experience in digital marketing, performance marketing, or growth marketing. Experience in the education, technology, or EdTech industry will be an advantage.
• Proven experience in planning, executing, and optimizing paid advertising campaigns across Google Ads and Meta (Facebook and Instagram) Ads.
• Strong understanding of lead generation, audience targeting, conversion optimization, remarketing, and campaign budget management.
• Experience in SEO, SEM, website management, and landing page optimization. Familiarity with WordPress and basic website analytics is preferred.
• Understanding of mobile app marketing, including app downloads, user acquisition, registration conversion, engagement, and retention. Experience with app growth campaigns or app analytics tools will bean advantage.
• Proficient in Google Analytics 4 (GA4), Meta Ads Manager, Google Ads, and marketing performance reporting. Familiarity with conversion tracking, pixels, and attribution tools is a plus.
• Able to interpret campaign data, identify growth opportunities, and translate insights into actionable marketing strategies to improve cost per lead, conversion rates, and return on advertising spend(ROAS).
• Good content planning and copywriting skills, with the ability to develop engaging digital marketing content, social media posts, advertisements, and short-form video concepts.
• Proficient in English and Chinese (Mandarin), with the ability to communicate effectively with Chinese-speaking stakeholders and develop marketing content for Chinese-speaking audiences.
• Strong analytical thinking, project management, communication, and problem-solving skills.
• Self-motivated, proactive, and results-oriented, with the ability to manage multiple campaigns independently in a fast-paced environment.
• A strong sense of ownership, attention to detail, and willingness to test new ideas, learn new tools, and continuously improve marketing performance.