JOB PURPOSE
The Digital Marketing Manager is responsible for planning, implementing, and optimizing the school’s digital marketing activities to support student recruitment and strengthen brand awareness.
The role combines hands-on execution with analytical insight — managing digital channels, content, and campaigns to generate high-quality leads and enhance the school’s online presence in alignment with regional and group marketing strategies.

KEY RESULTS AREA
Digital Marketing Strategy and Planning


● Develop and deliver the school’s annual digital marketing plan aligned with the marketing and admissions strategy.
● Manage the school’s digital advertising budget, ensuring effective allocation and maximum ROI.
● Collaborate with the Regional Digital Marketing team to ensure alignment with NAE’s digital standards and platforms.
Campaign Management and Lead Generation


● Plan, execute, and optimize online campaigns across WeChat, Baidu, Weibo and Xiaohongshu.
● Create, manage, and analyze digital advertising and remarketing campaigns to increase awareness and drive qualified enquiries.
● Manage keyword strategy, ad content, and landing page performance to improve conversion rates.
● Implement CRM-based lead nurturing and marketing automation workflows to support the admissions funnel.
Website and CMS Management


● Oversee the school website, ensuring content accuracy, SEO optimization, and user experience.
● Update and maintain the website through the CMS in collaboration with regional support teams.
● Develop and test landing pages to improve enquiry conversion.
Social Media and Content Marketing


● Manage the school’s official social media channels, including content planning, creation, posting, and community management.
● Develop creative, localized digital content that promotes the school’s unique strengths and stories.
● Strong focus on creative video content, including short videos and editing of these videos.

● Engage audiences through interactive campaigns, storytelling, and timely responses to online interactions.
Analytics and Performance Tracking


● Use analytics tools (Baidu Analytics, Google Analytics, WeChat backend, CRM dashboards) to monitor campaign and channel performance.
● Prepare regular digital performance reports with actionable insights for the Marketing Manager.
● Identify trends, optimize underperforming areas, and propose new strategies based on data.
Collaboration and Continuous Improvement


● Work closely with the Admissions team to align digital initiatives with enrolment goals.
● Partner with agencies and regional digital specialists to ensure consistent quality and compliance with group guidelines.
● Stay updated on digital marketing trends, tools, and audience behaviors to drive innovation at the school level.

PERSONAL SPECIFICATIONS
Qualifications / Training


● Bachelor’s degree or above in Marketing, Communications, Digital Media, or a related field.
Experience / Knowledge


● Minimum 5 years’ experience in digital marketing, ideally in the education or service sector.
● Hands-on experience with WeChat ecosystems, Baidu SEO/SEM, and other China-specific platforms.
● Familiarity with CMS, CRM systems, and lead nurturing workflows.
● Strong understanding of online campaign management, analytics, and data interpretation.
● Experience with content creation, social media management, and paid advertising.
Skills / Attributes


● Creative thinker with strong analytical and technical skills.
● Excellent organizational and time management abilities.
● Proficiency in digital tools and platforms (HTML, H5, Photoshop, Illustrator, etc.) a plus.
● Strong written and verbal communication skills in both English and Mandarin.
● Proactive, detail-oriented, and comfortable managing multiple projects simultaneously.
PERSONAL ATTRIBUTES


● 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
● High level of integrity
● Excellent time management and organizational
● skills Proficient communicator both oral and written
● Excellent attention to detail
● Affinity with and interest in education

CREATE YOUR FUTURE
We’re Nord Anglia Education, one of the world’s largest premium international schools organisations. Every day, our teachers and support colleagues help our thousands of students achieve more than they ever imagined possible.

A transformational education at one of our schools is focussed on excellent academic outcomes, creativity, wellbeing, and international connectedness. Our innovative use of educational technology also creates a personalised, 21st century learning experience for all students, while our global scale means we can recruit and retain the world’s best teachers and offer unforgettable events and expeditions.

Our people are empowered to make a difference in their fields of expertise. Our fast pace of growth requires evolution and change from everyone, giving you the chance to define the role you do in the future. This challenges the learning agility of our employees and ensures every day brings interesting new experiences.

Founded in 1972 in the United Kingdom, our *** international school opened in 1992 in Warsaw, followed by rapid growth across the world since the 2000s.

When you join our team, you’ll become part of a global family of experts working for a fast-growing premium international brand.