Marketing Manager

Job Purpose

As the Marketing Manager will lead the execution of the school’s marketing and communications strategy, working closely with the Head of Admissions and Marketing to drive brand awareness, engagement, and pupil recruitment. This role is responsible for overseeing content creation, digital marketing, social media, media production, and event marketing to ensure a consistent, premium brand presence aligned with Uppingham’s heritage and values.

Key Responsibilities

1. Marketing Strategy Execution:

• Working closely with Head of Admissions and Marketing in delivering the school’s marketing and student recruitment strategy
• Translate strategic direction into clear marketing plans and campaigns
• Monitor marketing spending against assigned budget to track campaign effectiveness and spend across all campaign phases to report to HQ team
• Ensure all activities align with brand positioning and premium market expectation

2. Content & Brand Management:

• Lead the development of high-quality content across all platforms (website, social media, brochures, PR)
• Ensure consistent tone of voice aligned with British education values
• Oversee production of key materials: prospectus, presentations, videos, newsletters
• Manage storytelling around Uppingham heritage, values, and school life

3. Digital Marketing & Social Media:

• Manage and optimise digital channels: Facebook, Instagram, LinkedIn, website
• Plan and execute paid campaigns (lead generation, awareness, conversion)
• Track and improve performance (CPL, conversion rate, engagement)
• Work closely with Admissions team to ensure strong lead nurturing journey

4. Media & Creative Production:

• Oversee photo, video, and design production
• Manage external agencies and freelancers (if any)
• Ensure all visuals reflect premium positioning
• Build a strong visual identity for the school in Vietnam

5. Event Marketing:

• Plan and execute marketing for key events: Open Days, Parent Engagement Events, Launch Events, Community Events
• Coordinate with Admissions team to maximise conversion rate from events and generate effectiveness report to HQ team
• Ensure high-quality parent experience and brand impression

6. Lead Generation & CRM Alignment:

• Work with Admissions team to generate high-quality leads
• Ensure smooth handover from marketing →  admissions
• Support CRM campaigns (email, retargeting, automation)
• Monitor funnel performance and optimize

7. Market & Competitor Insights:

• Monitor competitor schools and market trends in Hanoi
• Provide insights on positioning, pricing perception, and messaging
• Recommend improvements to strengthen competitive advantage

8. Team Management & Collaboration

• Collaborate with different departments within Uppingham Hung Yen and Head Office to align marketing strategies including Finance and Procurement for approval.
• Support Head of Admissions & Marketing in managing the school’s marketing plan and budget to track performance and financial effectiveness in terms of lead generation.
• Support Brand & Partnership Manager at Head Office as needed within the scope of work described above.

9. ​​​​​​​Other tasks as assigned by Head of Admissions & Marketing. This Job Description is not limited to the duties / responsibilities described above and will be subject to changes to incorporate any duties / responsibilities to reflect the job scope / business requirements.

​​​​​​​Safeguarding Statement:

Uppingham Hung Yen is fundamentally committed to safeguarding the children in our care and their welfare is our top priority. All adults in the school community are expected to follow its Safeguarding procedures and are required to undertake safeguarding checks. Staff will hold a clean enhanced Disclosure and Barring Services check or police check with no question regarding suitability to work with children