Role Description
JOB TITLE
Head of Digital
DEPARTMENT
Wellington College China Central Office
LOCATION
Shanghai
ORGANISATIONAL STRUCTURE
Group Director of Marketing
OBJECTIVES
The Head of Digital role is to develop, implement and monitor Wellington College China’s digital marketing campaigns leveraging data and analysis to raise the standard of WCC paid digital activation. The Head of Digital will closely collaborate with schools MKT teams on developing their respective digital marketing campaigns & social media plans for increased performance.
KEY RESPONSIBILITIES
Digital Media Marketing strategies and campaigns
- Develop digital marketing strategies to support Wellington College China and WCC schools’ brand awareness building and influence in the China digital and social media landscape
- Develop, implement, and monitor national digital marketing campaigns and plans optimising consumer journey and driving qualified traffic with via paid, owned and earned channels
- Develop Wellington College China’s social media strategy and plans for WCC schools both with owned media and earned media including groups and forums
- Deliver high quality digital owned media channels to support the brand awareness and conversion funnel
- Develop agreement with digital media partners for improved listing & referral partners
- Manage digital marketing vendors bidding, KPI setting, contract negotiation and performance monitoring
Digital communication tools
- Develop and implement appropriate digital tools to support communication with current parents in our schools
- Support the development and implementation of parent mobile app and deliver any future WCC digital tools initiatives
Marketing Trends
- Understand industry and competitors’ trends, proactively make recommendations to improve marketing strategy and mechanism
- Identify new innovations in the digital landscape to lead pilot programs / campaigns to test and qualify new media types and formats, finding ways to engage our target audiences and deliver against brand communication and business objectives more effectively
Data Analysis & Evaluation
- Own and accountable for marketing enquiry activity, including reporting and insights across all enquiries driving channels, ensuring maximum returns on spending against marketing strategic objectives
- Establish clear standards and measures of success for each marketing channel rolled out to all WCC schools and develop regular reporting schedule to review performance and act
- Develop processes and delivery systems that result in a continuous improvement of actual performance vs. agreed targets.
- Work with digital team to monitor and analyse digital marketing campaigns to measure and optimise performance of all channels, suggest optimisations to exceed KPI benchmarks
- Consolidate digital marketing results, analysis, and learnings to share best practices across WCC schools
Cross-functional teams’ collaboration
- Partner closely with Head of Communications to develop key messages for digital campaigns and align to bring about new opportunities from owned and earned into paid activations
- Share and gather learnings and best practices, providing insight, provide strategic guidance in the development of WCC schools’ marketing annual plan
Leadership
- Set, monitor and report on digital marketing team goals
- Provide supportive and focused leadership to enable the CO digital marketing team and school teams to reach their goals
- Contribute to the sharing of best practice in Digital Marketing across WCC schools
BASIC QUALIFICATION
Education: Bachelor’s degree or above
Major: Marketing, digital marketing or related field
Language: Native Chinese speaker and fluent in English
Working experience: 5+ years working in a digital role in a marketing team with 3 years in management position
EXPERTISE
- Proven track record implementing integrated digital marketing campaigns providing guidance and consolidating results for learnings and future optimisations
- Extensive background and hands-on experience in media planning including concept, creative, execution and performance analysis, with knowledge of ad products and latest trends
- Competent use of paid media and analytics tools incl: Adwords, DoubleClick services (DCM/DBM) or other relevant DSPs, Google, and Adobe Analytics, etc.
- Experience with website, social media, and SEO/SEM
- General understanding of HTML, Web and mobile
- Up to date with the latest trends and best practices in digital marketing and measurement
- Strong understanding in customer acquisition, re-engagement, and retention strategies
- Strong analytical skills and evaluation of ROI, KPI
- Good cross-cultural, interpersonal & communication skills
- Experience of having worked within a service delivery sector, education sector experiences a bonus
- Excellent time management skills and flexibility in dealing with multi-functional tasks
Preferred Aptitudes
- Creative and technical thinking ability
- Self-motivated, flexible, and adaptable to different tasks at hand
- Proactive and able to prompt others to ensure deadlines and targets are achieved, calm working under pressure
- Uses evidence to support arguments or positions taken
- Ability to work in a fast-paced, task-focused, team environment involving technical and non-technical individuals
- Personal Integrity, accountability, and credibility
- Excellent time management
- Effective communication, analytical, interpersonal, and organisational skills
- Strong attention to detail
- Affinity with and interest in education
- Interest in the ever-changing digital marketing technology
As an employer of choice, Wellington College China is committed to making professional learning and personal development central to its ethos and approach. WCC fully recognises its responsibilities for safeguarding children. Our safeguarding policy applies to all staff, governors and volunteers working in the Group.
