Wellington College Education (China)

Role Description

JOB TITLE

Director of Marketing

DEPARTMENT

Marketing

LOCATION

Shanghai

SUPERVISOR

Master

OBJECTIVES

The Director of Marketing will lead the strategic development and execution of marketing initiatives to strengthen Wellington College International Shanghai’s position as a premier British international school in Shanghai and China. This role drives brand visibility, lead generation, and enrolment growth through innovative, data-driven strategies, ensuring alignment with the school’s mission and long-term objectives.

KEY RESPONSIBILITIES

Strategic Leadership & Planning

• Develop and execute a strategic marketing plan aligned with enrolment targets and brand positioning.
• Own and manage the marketing budget, ensuring cost-effective allocation and measurable ROI.
• Analyse market trends and competitor strategies to identify opportunities for growth and improvement. 
• Ensure compliance with Wellington College Education global brand standards while tailoring messaging for the local market.

Team Leadership & Collaboration

• Lead and mentor the marketing team, fostering a culture of creativity, accountability, and continuous improvement.
• Collaborate closely with Admissions to design integrated campaigns that convert leads into enrolments.
• Collaborate with cross-functional teams to produce engaging content and promotional materials that align with our educational goals. 
• Lead the event and business development team to oversee all college events—from strategic planning to execution—and drive Wellington’s "community hub" vision by forging external partnerships and managing campus collaborations.

Marketing Execution & Brand Management

• Manage marketing campaigns across various platforms, including digital, print, and social media. 
• Drive digital transformation in marketing, leveraging analytics, SEO/SEM, and social media to optimize performance.
• Represent the school at key events and act as a brand ambassador in the community.
• Maintain relationships with external media partners and marketing agencies to optimise marketing efforts. 

Performance Measurement & Reporting

• Monitor and report on the effectiveness of marketing initiatives, providing insights and recommendations for improvement.

BEHAVIOURS: LEADERS AS CHANGEMAKERS

Key Leadership Mindset:

• "Big Picture" Thinking – Balancing day-to-day operations with long-term strategic goals.
• Servant Leadership – Supporting teachers and staff throughout the College to reduce their administrative burden.
• Growth Mindset – Continuously seeking better ways to use data for school improvement.
• Mentoring and coaching - support the administrative team in upskilling to fulfil roles and career aspirations

BASIC QUALIFICATION

Education: 

Bachelor's degree in marketing, Business, Communications, or a related field.

Working experience: 

A minimum of 10 years' experience in developing and executing marketing strategies

PREFERRED APTITUDES

As an employer of choice, Wellington College Education (China) is committed to making professional learning and personal development central to its ethos and approach. WCEC fully recognises its responsibilities for safeguarding children. Our safeguarding policy applies to all staff, governors and volunteers working in the Group.