Job Description
Purpose of Role
The Regional Marketing Manager takes ownership of the development and execution of marketing plans. The role is focused on translating Group, Regional and School business objectives into integrated, omnichannel marketing plans and ensuring delivery through school teams and the Division. The role is responsible for the achievement of growth performance across assigned schools, ensuring all marketing activities align with enrolment targets and local market dynamics.
The role reports to the Regional Marketing Senior Manager, and works closely with Campus Principals, Admissions teams, and the Division. Our ideal candidate brings a business-minded approach to marketing, communicates clearly, takes ownership of outcomes, prioritises organisational needs effectively across multiple schools, and balances strategic planning with execution.
About ISP Malaysia
One of the leading education groups in Malaysia, ISP Malaysia operates the Tenby Schools, Asia Pacific Schools and Straits International Schools. Our nine schools are strategically located in the developed areas of Klang Valley in Selangor, Perak, Penang and Johor.
Our schools in Malaysia follow the international school curriculum comprising IGCSE and A-levels, starting at the kindergarten level, while 5 of the schools also offer the Malaysian National Curriculum. With over 8,000 students, we have a 60-year history of providing education to students in the country and have gained a reputation for excellence and high standards in education.
We champion a transformative approach to learning that goes beyond the classroom. By igniting our students' curiosity and growing their self-confidence, we empower them to become the next generation of changemakers.
ISP Malaysia is part of ISP, a global community of over 100 international schools across more than 20 countries.
Key Benefits
- A culture of engagement and trust, where staff contributions are recognised and valued.
- A passionate and motivated team of professionals who put children at the heart of decision-making.
- An embedded commitment to professional development and employee well-being.
- Access to expertise, best practice sharing and learning opportunities across countries and cultures.
- Competitive remuneration.
- School fee discount for children of employees.
- Medical outpatient and insurance benefits.
- Flexible working arrangements.
For more information visit http://www.internationalschoolspartnership.com
Regional Marketing Manager – Key Responsibilities
- Growth marketing plan development: Take ownership of the marketing plans for assigned schools to grow demand through quality lead generation and strong brand perception.
- Integrated campaign planning and delivery: Plan, prioritise and deliver omnichannel marketing campaigns across school, Division and the Group strategic requirements aligned with the Regional growth marketing strategy.
- Brand positioning: Work with schools and the Division to ensure each school has compelling, differentiated brand positioning.
- Authentic storytelling: Ensure the schools' unique selling points (USPs), proof points and culture are converted into memorable storytelling content across online and offline channels (video, social media channels, website, email, campus branding, brochures).
- Oversee word-of-mouth marketing: Implement a systematic approach to capturing testimonials and reviews, managing online reputation, and “shareable” moments in the school’s journey for our schools.
- Stakeholder management and influence: Align stakeholders across schools and the Division with clear, structured communication (written and verbal).
- Team management: Manage, train and support school marketing specialists.
- Performance reporting and optimisation: Holistically analyse the impact of the marketing activities per school, recommend actionable solutions, and ensure optimisations are executed in a timely fashion.
- Budget management: Effectively allocate and manage marketing budgets for each school.
- Digital platform and CRM oversight: Understand and continuously optimise the digital marketing platforms and customer relationship management (CRM) system (i.e. HubSpot) used across schools.
- Reporting cadence and accuracy: Review performance reports regularly with school marketing teams to ensure accuracy in tracking and reporting, covering Cost per Lead (CPL), Cost per Acquisition (CPA), and conversion rates from lead to Qualified Leads (QL), lead to booked appointment, booked appointment to enrolment, and lead to enrolment.
- Lead generation optimisation: Work with school marketing teams to optimise lead generation and digital marketing spend. Identify gaps in lead generation and make recommendations to close them and/or improve conversions.
Core KPIs
- Marketing contribution to enrolment growth against targets at both school and regional levels, including qualified demand and timely intervention against identified performance gaps.
- Improvement in lead-to-qualified lead (QL) conversion rates.
- Improvement in the quality, effectiveness, and engagement of brand and storytelling content.
- Delivery of marketing campaigns in line with agreed plans, timelines, and performance objectives.
- Stakeholder satisfaction levels across Campus Principals and Admissions teams.
- Effective budget utilisation to achieve ROI objectives.
Line management
The Regional Marketing Manager reports to the Regional Director of Sales & Admissions, ISP Malaysia with a dotted reporting line to the Divisional Head of Marketing.
Qualifications and Experience
- Bachelor’s Degree in Marketing or any other related field.
- Minimum of 5 years in marketing with strong experience across multiple channels (digital, brand, content, events, offline).
- Experience working with senior stakeholders and influencing decision-making.
- Experience managing multiple brands, locations or markets and balancing competing priorities.
- Experience managing budgets, making allocation decisions and optimising spend.
- Ability to interpret performance data and make decisions based on insights.
- Experience managing teams.
- Prior experience in the private education sector is an advantage.
Hard Skills:
- Integrated Marketing Plan Development: Ability to develop end-to-end marketing plans across online and offline channels, aligning marketing plans with enrolment targets.
- Campaign Planning & Project Management: Effectively design, coordinate and deliver multi-channel marketing campaigns by coordinating and integrating school, Division, and global inputs.
- Storytelling & Content Creation: Ability to conceptualise and deliver impactful, emotional storytelling content across video, social, websites, out of home (OOH) advertising.
- Budget Management & ROI Optimisation: Ability to effectively allocate, manage, and reconcile marketing budgets across schools and channels, optimising investment to maximise enrolment outcomes and return on investment (ROI).
- Marketing Funnel & Conversion Understanding: Strong understanding of marketing funnels and pipelines.
- Performance Analysis & Decision Making: Ability to analyse marketing and enrolment data, identify trends and opportunities, and make informed recommendations to optimise campaign performance and business outcomes.
Soft Skills:
- Ownership, Accountability and Prioritisation: Responsible for schools’ marketing performance, outcomes, and delivery, effectively focusing on priorities and focusing on value-added initiatives that contribute to strategic and commercial objectives.
- Strategic Thinking: Ability to assess business priorities, effectively manage competing needs, and focus on delivering impact.
- Communication Clarity: Ability to clearly explain marketing performance, strategic priorities and decisions.
- Stakeholder Management & Influence: Effectively manage and influence Campus Principals, admissions leaders, and other stakeholders to achieve shared objectives.
- Leadership & Team Guidance: Provide guidance, coaching, and support to school-based marketing teams, fostering development and continuous improvement.
- Problem Solving: Proactively identify challenges and opportunities, implement practical solutions, and drive efforts to achieve desired outcomes.
- Resilience: Ability to handle pressure, manage multiple stakeholders and adapt to ambiguous situations.
- Adaptability: Respond effectively to different markets, changing business needs and priorities.
ISP Principles
Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding
and Health & Safety issues and acting and following up on all concerns appropriately.
Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.
Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.
Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.
Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.
ISP Commitment to Safeguarding Principles
ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.
ISP Commitment to Diversity, Equity, Inclusion, and Belonging
ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.
