Assistant Director, Marketing

As the Assistant Director of Marketing, you will drive ESSEC APAC’s digital presence, ensuring our undergraduate and pre-experience Master’s programs reach and engage target audiences with precision and impact. This role demands a digital-first approach, integrating advanced digital marketing tactics with business development insights to expand ESSEC APAC’s visibility, capture leads, and support enrollment growth. Your strategic expertise will be matched by exceptional copywriting skills, creating compelling content that resonates with prospective students and stakeholders.

Reporting to the Director of Recruitment, Marketing & Admissions, you will collaborate closely with the business development/recruitment team to enhance digital initiatives, inform program positioning, and translate insights into effective, high-conversion marketing efforts. Your focus will be on data-driven digital strategy, innovative content, and measurable results that advance ESSEC’s mission in the Asia-Pacific region.

Responsibilities

Marketing Strategy & Execution

1. Design and lead a comprehensive digital marketing strategy across SEO, SEM, paid media, email marketing, and social media advertising to optimize brand reach, elevate ESSEC’s program visibility, and generate high-quality leads.
2. Launch and manage high-impact digital campaigns to drive engagement and increase conversions.
3. Leverage expert knowledge of ESSEC’s programs and the tertiary education landscape to align digital marketing initiatives with market needs, ensuring campaigns resonate with prospective students.
4. Integrate CRM and digital analytics to track the customer journey, using insights to enhance engagement and enrollment strategies.
5. Implement and maintain a central inventory of content marketing campaigns and manage a marketing calendar, including schedules for content reviews and updates.

Market Analysis

1. Apply business acumen and deep understanding of the tertiary education landscape to identify growth opportunities, conducting market research to align digital strategies with program recruitment goals.
2. Develop partnerships with external digital media and platform providers, maximizing ESSEC’s visibility and influence in key markets.
3. Present actionable insights on market trends, competitive landscape, and audience behaviors to refine ESSEC’s program positioning and strengthen its market leadership.
4. Assist the Director in conducting primary and secondary market research and feasibility studies for launching new programs based on industry demands and trends.

Content Strategy, Copywriting & Content Development

1. Conduct research on audience needs, preferences, and content consumption across the customer journey, applying insights to shape relevant and impactful content strategies.
2. Perform content audits and gap analyses to ensure messaging consistency and relevance, updating content playbooks to enhance content marketing and social media strategies.
3. Craft persuasive, high-quality copy across digital channels—including website, social media, email, and digital ads—that reflects ESSEC’s brand voice and effectively engages target audiences.
4. Manage the editorial calendar to oversee content production across various formats (blogs, newsletters, social media posts, CRM communications, videos, and educational guides).
5. Incorporate SEO, keyword research, and information architecture to enhance organic reach and position ESSEC as a thought leader in education.

Team Leadership & Development

1. Manage and mentor direct reports within the marketing team, fostering a collaborative environment that promotes growth, creativity, and accountability.
2. Guide team members in achieving digital marketing goals, providing training and support to develop their skills in areas such as content creation, analytics, and campaign execution.
3. Conduct regular performance evaluations, set clear objectives, and provide constructive feedback to ensure team success in meeting ESSEC’s marketing and recruitment objectives.

Website & Social Media Management

1. Develop and implement a social media strategy to strengthen brand awareness across channels, aligning with ESSEC’s program strengths and competitive differentiators.
2. Create and manage content on website and blogsite pages, increasing traffic to owned media channels and enhancing the digital user experience.
3. Monitor and research social media trends relevant to the tertiary education sector, ensuring ESSEC’s marketing activities remain impactful and current.
4. Set key performance indicators (KPIs) for social media and web traffic, using metrics to drive ongoing improvements.

Performance Analytics & Optimization

1. Use advanced analytics (e.g., Google Analytics, CRM) to measure campaign performance, setting KPIs for lead generation, conversion rates, and ROI.
2. Implement real-time optimization strategies, adjusting campaigns based on data insights to maximize reach, engagement, and conversion outcomes.
3. Develop and maintain dashboards and reports, providing clear performance insights and recommendations to guide strategic decisions.

This is a non-exhaustive list of duties and will evolve with time.

Position Requirements

1. Expert knowledge of ESSEC’s programs and a deep understanding of the tertiary education landscape, particularly within the Asia-Pacific region.
2. Exceptional copywriting and editing skills, capable of crafting engaging, conversion-focused content across digital platforms, with an educator's insight into audience needs and content delivery preferences.
3. Advanced digital marketing expertise, including SEM, SEO, social media advertising, CRM, and email marketing, ideally within the education sector.
4. Strong business development acumen, with the ability to identify growth opportunities and establish partnerships that bolster ESSEC’s market positioning.
5. Proficiency in digital marketing and analytics tools (e.g., Google Ads, Facebook Ads Manager, Google Analytics, HubSpot), with a data-driven approach to campaign optimization.
6. Outstanding project and stakeholder management abilities, alongside creative thinking and strong analytical skills.
7. Ability to perform under pressure and meet tight deadlines, maintaining high standards.
8. Strategic thinker with hands-on execution skills, highly organized and detail-oriented.
9. Experience in marketing research, with the ability to derive actionable insights.
10. Adaptable in an agile environment, balancing strategic planning and tactical execution as needed.
11. Collaborative team player with strong interpersonal skills, capable of working independently and adjusting well within an international team setting.
12. Fluent in web analytics tools, social media marketing applications, and leading social media monitoring platforms.

Qualifications

1. Master’s or Bachelor’s degree in marketing, communications, advertising, journalism, or a related field with at least 7 years of relevant experience.
2. Strong knowledge of social media channels and the tertiary education sector in the Asia-Pacific region.

Contacts

1. Internal stakeholders – Department of Marketing, Recruitment & Admission (Cergy campus), ESSEC APAC Deputy Dean, Academic Directors for relevant programs, other departments in ESSEC APAC and student ambassadors.
2. External stakeholders – ESSEC alumni, student clubs, fair organizers, vendors, and media owners.

Working Environment and Pace

1. Ability to work independently in a dynamic and fast-paced work environment.
2. Agility, resilience, and resourcefulness are essential requisites.

Terms of Employment

1. Working days are from Mondays to Fridays.
2. Working timings: 8 am to 5 pm or 9 am to 6 pm or 10 am to 7 pm.
3. Necessary to work beyond the normal working hours due to the nature of work, level of responsibility and need to accommodate to time zone differences.