Head of Digital Marketing - South East Asia

IDP Education Limited

About IDP

IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world.

Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

Learn more at www.careers.idp.com

Role purpose

The Head of Digital Marketing (Student Placement) South East Asia is accountable for implementing the digital marketing strategy and delivery of qualified online leads, digital and social performance metrics across 7 key markets in SEA.

The role is central to the delivery of revenue and profit objectives and will work with the Regional and Country teams to ensure the successful execution of online marketing initiatives.

Key Accountabilities

Strategy and Planning

• Adopt, localise and deliver IDP's strategy for a modern marketing evolution, which drives the IDP global business strategy
• Define and implement regional paid digital, SEO, content and social media strategy
• Develop and agree comprehensive annual / quarterly / monthly marketing calendars, campaigns and budgets in partnership with Country Directors and Marketing Managers to successfully meet digital and lead generation targets
• Outcomes/measures for all digital marketing activities are set and monitored for achievement
• Liaise with the IDP global teams to drive ongoing enhancements to our digital offering based on feedback from our students and clients
• Run effective multi-channel online marketing campaigns within defined lead generation targets
  
  

Web Lead Generation

• Lead and manage all new web lead generation activities in a highly effective manner, which meet the required number of leads by source, enabling countries to maximise the resulting business / sales opportunities
• Identify new opportunities for generating leads and make recommendations to expand marketing activities where appropriate in order to leverage such opportunities
• Optimize contact centre lead quality and improve conversions
• Establish IDP as the leader in the digital space by ensuring high quality and relevant web content, SEO/SEM and other initiatives
• Drive SEO growth in both organic traffic & enquiries for all IDP websites (across region)
• Coordination with an in-house SEO team (or agency) regarding on-site changes required
• Ensure timely execution of SEO recommendations with help of development team
  
  

Event Marketing Management

• Have digital marketing campaigns planned & executed well in time to contribute to the success of IDP virtual & physical events. This includes creating awareness of the event & generating leads to drive student attendance
• Evaluate the success of marketing events from feedback received from both clients and students
  
  

Web Analytics, CRM and Reporting

• Make effective use of analytics to evaluate effectiveness of lead generation & nurturing campaigns
• Ensure that clear reporting is in place for KPIs and metrics to enable the business to iterate and improve
• Trends and issues are reported back to management in a timely and effective manner
  
  

Team Leadership

• Lead, develop and maintain a high performing team that will deliver IDP's key marketing objectives
• Create an environment that delivers opportunities for collaboration and co-operation across the global stakeholder relations and client teams
• Set performance targets for key performance indicators for team ensuring all delegations are clear
• Contribute to building a positive work environment within the team based on a shared commitment to IDP's values and quality
  
  

Financial Management

• Manage budget and resource allocations effectively to deliver business priorities
• Exercise appropriate stewardship over IDP assets and intellectual property
• Expenditure is in line with agreed budget and business priorities
  
  

General

• Undertake any other lawful duties as reasonably directed by management
  
  

Essential Requirements

• Bachelor's / Master's degree or equivalent
• 8-10 years of demonstrable experience in online marketing delivering high quality marketing campaigns and solutions with positive, measurable results around growth in SEO traffic, cost effective SEM and lead generation across countries in South East Asia
• 3-5 years experience leading in-house digital teams in delivering online marketing goals across multiple countries
• Highly effective planning, organising and managing multiple competing priorities.
• Creative thinker and able to develop contemporary and engaging marketing content.
• Highly effective relationship building and relationship management skills.
  
  

Other Essential Requirements

• Hands-on operational experience in managing websites, social media and other digital channels
• Experience of website analytics tools (Adobe Analytics, Google Analytics); ability to glean and share insights with a broad audience.
• Proven success in managing SEO, SEM and Social Media initiatives
• In depth understanding of online marketing best practices and digital technologies
• Excellent verbal, written communication and presentation skills
  
  

Desirable Requirements

• Digital marketing and lead generation expertise in Travel, E-Commerce and Financial institutions
• Experience in working in dynamic global environment