Reporting to the Group CMO, the Brand and Marketing Manager (International Schools) is responsible for the international school segment, EtonHouse International School and Middleton International School, and works closely with School Principals, Parent Liaison (PL) teams, and other internal departments to build and grow the brand in Singapore. This is a hands-on, high-ownership role for a marketer who is equally comfortable setting strategy and executing it, from MarTech implementation and campaign analytics to on-the-ground events and content.

Job Description

Admissions and Enrolment (incl. Parent Liaison Support)

• Plan and execute admission events, virtual events, experience days, open houses, and Meet-and-Greet sessions between PL teams, Principals, teachers and prospective parents.

• Develop, publish, and continuously optimise campaigns that build and strengthen the enrolment funnel, from awareness through to enrolment.

• Map and optimise the prospective family's journey across every touchpoint and moment of impact, ensuring a consistent, high-quality experience at each stage.

• Work closely with schools on ground-up brand-building initiatives, identifying and activating influencer and user-generated content (UGC) opportunities.

• Partner with schools to enhance the on-campus environment and experience for high-quality school tours.

• Support the development of creative and collateral materials on the ground to strengthen admissions efforts.

• Build and maintain partnerships with local organisations that support recruitment goals (property agents, relocation agents, consulates, chambers of commerce, corporate HR partners, etc.).

• Conduct regular competitor analysis and market benchmarking, sharing insights with the wider team on a quarterly basis.

• Own enrolment, demographic, and event/visit reporting on a weekly and monthly basis.

• Drive high-quality lead generation and manage cost of acquisition, pipeline conversion, and growth in new enrolments across campaigns.

• Provide Parent Liaison support — partnering with PL/Admin front-line teams at each school on feedback, queries, and follow-ups, and helping nurture leads through the buying cycle.

Marketing Technology (MarTech), Data & Analytics

• Lead the implementation of MarTech solutions, building an efficient, integrated marketing technology ecosystem powered by AI and automation.

• Lead end-to-end delivery of marketing projects and campaigns, from briefing and planning through execution, measurement, and post-campaign review.

• Build dashboards and reports that translate campaign and funnel data into clear, actionable insight for leadership and school teams.

• Use data and testing (A/B tests, attribution, funnel analysis) to continuously improve campaign performance, cost of acquisition, and marketing ROI.

• Stay ahead of emerging MarTech, AI, and automation tools, recommending and piloting new platforms that increase efficiency and effectiveness.

Brand, Digital & PR

• Own and grow all digital assets, landing pages, websites, and social channels, ensuring content is timely, relevant, and conversion-focused.

• Build visibility across on-ground touchpoints as well as social and mainstream media, driving strong PR and publicity outcomes for EtonHouse International School and Middleton International School.

• Grow and strengthen the alumni network as a channel for advocacy, referrals, and storytelling.

• Develop content, webinars, and other thought-leadership pieces that build visibility and credibility for the brand.

• Conduct brand audit studies, tracking share of voice and year-on-year brand performance, and use findings to strengthen brand positioning.

• Ensure all materials and communications align with EtonHouse brand tone and guidelines.

Qualifications:

• At least possess Bachelor's degree in Marketing, Communications, or a related field.

• At least 8–10 years' related experience in marketing and brand roles, agency experience, or a service-oriented/business development role, ideally within education services or another service-driven industry.

• Hands-on experience implementing and running marketing campaigns and projects end-to-end — from strategy and planning through execution, measurement, and optimisation.

• Solid working knowledge of MarTech platforms, CRM (e.g. HubSpot), Customer Data Platforms (CDP), marketing automation, CMS, and analytics/reporting tools, with the ability to implement and troubleshoot, not just use.

• Strong data literacy: comfortable interpreting campaign and funnel data, building reports/dashboards, and translating numbers into decisions.

• A creative, innovative mindset paired with a results-driven, “get it done” attitude, a proactive self-starter and hustler with strong tech understanding, a creative eye, and an appreciation for design.

• Proven track record thriving in a fast-paced, deadline-driven environment while juggling multiple projects simultaneously.

• Team leadership experience preferred, with a collaborative, hands-on approach to managing and coaching others.

• Excellent written and verbal communication skills.

• Strong organisational skills and the ability to work well under pressure and to tight deadlines.

• Experience in an international school environment, and/or a strong understanding of the international school market and its segments, will be an added advantage.