Manager, Brand & International Outreach

Drawing upon NTU’s world-renowned faculty and strong industrial connections, PaCE@NTU aims to provide lifelong learning opportunities for professionals, equipping them with skills and knowledge to succeed in their careers amidst evolving industry landscapes. The centre offers a wide range of programmes from Masters, FlexiMasters and other professional development courses that integrate the latest technological advancements with human-centric approaches. Our mission is to equip lifelong learners with the skills and mindset needed to thrive in an increasing digital society.

The Manager plays a critical role and is responsible for initiating all activities related to brand awareness and positioning, marketing of assigned programmes, and achieving the enrolment goals of our Postgraduate (Coursework) programmes. He/she reports to the Assistant Director, Brand & International Outreach and collaborates closely with key stakeholders to achieve the collective goals. Our Postgraduate (Coursework) programmes admit a high proportion of international candidates and compete with top universities from around the world.

The Manager plays a lead role and helps oversee a team to meet the various goals and manage the integration of pre-and-post programme experience. He/she will also cross-sell other professional development courses as assigned.

Key responsibilities include but not limited to the following:

• Strategic Marketing Plan development and implementation

  • Develop sound and dynamic marketing plans for assigned programmes to achieve recruitment objectives and maximise ROI for our marketing budgets in key markets that raise the assigned Postgraduate (Coursework) programmes’ profile and increase our competitiveness.

  • Increase assigned programmes’ year-over-year growth of recruitment numbers or revenue according to annual set goals.

  • Identify, create, plan and implement appropriate events to reach the target audience and ensure events’ KPIs and ROI are met.

  • Manage marketing communications initiatives to promote key Postgraduate (Coursework) programmes, focus on assigned suites and projects, and work with the marketing communications and corporate communications team as appropriate.

  • Ensure regular monitoring that enrolment goals are on track and incorporate feedback to enable adjustments.

• Marketing Performance Attribution and Marketing Analytics

  • Track the effectiveness of marketing campaigns across assigned programmes.

  • Manage marketing agency’s performance in terms of media buys in SEM, social media, etc.

  • Provide periodic marketing analytics reports for management.

• Manage potential candidate recruitment pipeline in CRM

  • Maintain programmes’ lead database.

  • Launch eDM (ad hoc / thematic) campaign automation to engage the leads.

  • Monitor performance dashboard reporting to enhance campaign outcomes

• Recruitment events management

  • Identify and create appropriate events around the world, conduct, or supervise the planning and execution of these events to reach out to our target audience. Events could be in various formats, such as fairs, exhibitions, course previews, information sessions, virtual sessions, coffee chats, yield events, etc.

  • Lead the development and implementation of new recruitment activities that will raise awareness and appeal to targeted market segments.

  • Establish necessary KPIs which include the number of attendees, leads, applications, ROI measures of events etc

• Strategic market insights

  • Provide strategic market insights, programme trends, and directions based on market environments

  • Assist the outreach, data collection, and analysis for university ranking and related work for various publications.      

• Collaborating with Stakeholders

  • Leverage on alumni to improve programmes’ awareness by working with the support of the alumni department and the network. Drive referrals from the alumni network.

  • Oversee development of marketing content and assets for assigned Postgraduate (Coursework) programmes to ensure designers and vendor partners are delivering at the required standards.

Key Competencies and Qualification Requirements

• Minimum Bachelor’s degree, preferably major in business management and/or marketing.

• Minimum 8 years of varied marketing, sales, and/or admissions experience at the graduate level, of which at least 4 years in a supervisory role(s)

• Sound knowledge in marketing performance attribution and marketing analytics

• In-depth knowledge of the target markets