| Job Title: |
Head of Marketing and Admissions (YCIS-BJ-2324-MAD) |
| Posted Date: |
03/10/2026 |
Expiration Date: |
- |
| Location: |
YCIS - Beijing |
# of Openings: |
1 |
| Effective From: |
Immediate |
| Job Description: |
YCYW Commitment to Safeguarding
We are committed to safeguarding and promoting the welfare of all the students in our care and expect all applicants to share this commitment. We align our recruitment practices to the recommendations of the International Task Force on Child Protection. Before any appointment is confirmed, we implement effective recruitment practices which include: interview, identity check, criminal record check and character/professional references. All teachers and other adults working at YCYW schools are expected to read and comply with our attached Child Protection Policy and Procedures and our Adult Code of Conduct for Working with Students
Job Purpose:
The Head of Marketing and Admissions is a key leadership role responsible for developing and executing a comprehensive marketing and student recruitment strategy. This includes enhancing the school's visibility, attracting prospective students and families, and meeting student intake targets.
This role provides strategic direction and leadership for the Marketing & Admissions Division, collaborating closely with the School Leadership Team, academic and non-academic teams to achieve overall school goals. Another critical component of this position is working closely with the Regional Marketing team to ensure that the local strategies and initiatives are synergized with the organizational marketing strategy and goals.
Major Responsibilities:
1. Strategic Planning and Execution
• Develop and implement marketing and student recruitment strategies to meet student intake targets, incorporating strategic direction and compliance requirements provided by the regional team.
• Oversee the execution of marketing and student recruitment strategies, events, and related activities. Manage the marketing budget to maintain competitiveness in the market and ensuring efficient resource allocation in line with the organizational/regional strategic priorities.
• Keep track of the competitive landscape, customer dynamics, and market trends.
• Analyze data and leverage market intelligence to develop actionable marketing strategies that capitalize on opportunities and address challenges. Share insights with the regional team to inform broader strategic planning and identify the school's competitive advantages.
• Collaborate closely with the Regional Marketing team, to create synergy in marketing and student recruitment strategy and operations with other schools in the region.
2. Marketing
• Collaborate with the academic team to identify and highlight the school’s unique value proposition. Lead a team to excel in storytelling and create compelling content that engages prospective families.
• Build and maintain strong relationships with local media outlets to secure positive coverage, enhance the school's public profile, and manage media inquiries as needed.
• Leverage a range of media platforms and digital marketing tools (including SEO/SEM, social media, and official website) to maximize the school's brand exposure and generate inquiries.
• Ensure marketing practices are in line with corporate branding directions, maintain consistent messaging and visual identity across all campuses.
3. Student Recruitment
• Implement student recruitment plans and initiatives, e.g. open days,
information sessions for prospective parents, digital marketing campaigns, and
promotional content to attract talents and prospective families who identify with the school’s philosophy and achieve enrolment targets.
• Collaborate with academic teams to continuously improve the quality of student recruitment materials, information sessions, campus tours, open days etc.
• Continuously leverage data to evaluate and improve the effectiveness of marketing and student recruitment initiatives. Monitor the impact of events and campaigns, and adjust plans as needed.
• Collaborate with the regional team to identify, develop and maintain strategic partnerships with key stakeholders, such as educational consultants, feeder schools, corporate partners, and relevant organizations and institutions to enhance the school's brand visibility, expand market reach, generate referrals and drive student enrolment.
• Provide timely enrolment analyses and reports including enrolment projections, competitive benchmarks and actionable insights on market dynamics
• Work in close collaboration with the Family Partnership Team to provide a seamless client journey to families from the first point of contact with the school to graduation and beyond.
4. Team Management and Others
• Lead and mentor a team of marketing and student recruitment professionals, including hiring, training, and performance management. Foster a collaborative, high-performing work environment that drives productivity and motivation.
• Ensure the team develops a deep understanding of the school’s educational pedagogy and translate this knowledge into marketing and student recruitment communications for prospective families and partners.
• Drive a culture of continuous improvement by setting clear KPIs and conducting regular performance reviews to ensure individual and team goals align with school objectives.
• Ensure all marketing and student recruitment activities are conducted to a high standard and professionally, in accordance with the organisation's policies processes. |
| Job Requirements: |
• Minimum 15 years of experience in Marketing, Brand Management, Sales Management or Student Recruitment, with minimum 5 years of experience in a leadership role.
• Degree holder or above in Marketing, Communications, Public Relations, Business Administration or related disciplines. A Master's degree is a plus.
• Excellent command of both spoken and written Chinese and English, with strong interpersonal and communication skills.
• Proven expertise in digital marketing, with a solid understanding of social media, digital advertising, and analytics tools.
• Experience in planning and executing effective marketing programs, including both branding campaigns and result-driven initiatives.
• Demonstrated success in building strong relationships with media, business associations, or external stakeholders.
• Strong strategic thinking, planning, and organisational skills, combined with an analytical mindset.
• A naturally outgoing, self-motivated, and customer-focused personality with a strong determination to deliver exceptional experiences and results.
• Strong interest and passion in education. |
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