Shorelight Education — Marketing Communication Manager, International Field Degree, China

Shanghai, China

Description

About Us

Shorelight Education is reinventing the international education experience for both students and universities. In partnership with leading U.S. institutions, we build innovative degree programs—whether on campus or cloud-based, in the United States or students’ home countries—that help students thrive and create a new generation of successful, globally minded alumni. 

Job Overview

The Marketing Communication Manager is responsible for the International Field Degree (IFD) program marketing communications in China, which includes IFD market entry strategy, brand building, marketing collateral production, product and content marketing, copywriting for social media, advertising channels, and PR articles. The role also leads the day-to-day online-to-offline marketing event planning and delivery in both B2B and B2C channels for brand building and leads generation purposes. This position directly reports to the Director of Market Development, Field Degree, APAC. The role also entails the development of yearly and quarterly strategic integrated marketing communication plans for existing key markets and driving the launch of new programs and new sites in other major cities in China. 

Key Responsibilities

  • Act as a market-maker for a highly innovative new degree program
  • Develop and undertake short-term and long-term go-to-market strategies for existing and future degree programs in the China region
  • Market-assess key target audience groups, understanding demographics of the target audience, and developing and executing marketing initiatives within existing key channels, and continuing to open new marketing channels
  • For the marketing execution plans, develop the right product and market combinations that will appeal to ambitious, newly graduated university students and ambitious working professionals in the China market and map out the best media vehicles for lead generation and brand awareness
  • Develop value propositions and drive a strong brand communication strategy in various channels, and work with the Director of Market Development to develop and adjust the plan
  • Share responsibility for ensuring consistency and integrity of messaging throughout all channels for prospective and enrolled students and alumni. Messaging could include ANY type of communication from the institution, including but not limited to email, brand campaigns, social media, website, prospectus, and sales scripts
  • Contribute to upgrade the overall marketing communicating strategy, to drive lead volume and conversion through effective content development and implementation, and provide timely basis leads to enrollments channel contribution analysis
  • Manage new marketing vendor sourcing, including negotiations, proposals, and contracts; follow up with payments and performance monitoring, and do reporting
  • Reach KPIs for third-party agencies, including the management of website, creatives, marketing assets, PR, media, and marketing collaterals
  • Monitor and track budget spending across key channels and report monthly to the Director of Market Development
  • Maintain maximum levels of competitor awareness, product knowledge, and market intelligence
  • Travel extensively to run and attend recruitment and outreach activities, seminars, conferences, meetings, and training events
  • Build strong and lasting relationships with current and prospective students, families, faculty, staff, partners, and other external institutions and vendors

Qualifications

  • Bachelor’s degree and above in marketing or business related majors; oversea study or work experience is a strong plus
  • 6+ years of relevant work experience in marketing, including experience at a similar level
  • Previous experience working directly with higher education institutions is preferred
  • Beneficial to have existing network and relationships within the education industry, strong working knowledge of key international markets, programs and products, and U.S. higher education
  • Must have breadth of experience across marketing tactics to executions, including online and offline tactics such as branding strategies, content marketing, copywriting skills, rich experience in running offline events, workshop, seminars, or conferences
  • Experience in producing high-quality marketing collateral, brochures, videos, flyers
  • Must be highly organized and have great attention to detail
  • Expert knowledge of Microsoft Office, and experience with salesforce and Marketo is a plus
  • Solid verbal, written, and interpersonal communication and presentation skills and the ability to work on cross-functional teams
  • Fluency or native in English and Chinese; working knowledge or fluency in other languages is a plus
  • Strong business acumen: experience managing projects, ability to understand big picture
  • Self-starter: must be able to take direction while also driving projects without a lot of oversight
  • Project management: must be able to prioritize and handle multiple assignments simultaneously
  • Team player: enthusiastic and able to thrive in a matrix organization in an environment of constant change
  • Ability to clearly communicate to internal teams and present to management
  • Ability to work and travel in the hiring location without sponsorship 

Application Process

To apply for this position, please visit the Shorelight Careers page to apply with a resume and cover letter.

Shorelight Education is an Equal Opportunity Employer.