Wellington College Education (China)

Why Choose Wellington? 

1. Professional Growth: 

• Tailored professional development pathways for all staff. 
• Comprehensive CPD programs covering teaching methodologies, cultural awareness, and non-academic skills such as public speaking and finance. 
• Three specialized leadership programs for middle, senior, and high-potential leaders. 
• An internal coaching program designed to help you thrive. 

2. Exceptional Benefits: 

• Highly competitive salary package. 
• High-quality, fully furnished housing. 
• Annual return airfare for employees and dependents. 
• Comprehensive medical insurance for employees and dependents. 
• Full tuition support for up to two school-age children (3 years and above). 
• Full visa application support. 

3. Life in Hangzhou: 

• A modern, forward-thinking city surrounded by natural beauty and rich culture. 
• Home to the UNESCO World Heritage Site, West Lake. 
• A thriving tech hub, hosting giants like Alibaba, with widespread cashless convenience. 
• Just 45 minutes by high-speed train to Shanghai. 

POSITION OBJECTIVE

The Head of Marketing plays a critical role in leading, coaching, and guiding the team responsible for planning, executing, and evaluating all aspects of the Wellington College Education (China) Hangzhou marketing strategy. The primary focus of this role is to design and implement integrated marketing campaigns that build a compelling brand presence, increase brand awareness, drive qualified enquiries, nurture prospective families through the admissions funnel, and ultimately achieve enrolment targets.

Reporting to the Director of Marketing & Admissions, the Head of Marketing will assist in the strategic development of the marketing plan for Wellington College Education (China) Hangzhou and implement initiatives with measurable results.

KEY RESPONSIBILITIES

Strategy & Planning

• Assist the Director of Marketing & Admissions in the strategic development of the annual marketing plan aligned with enrolment targets and the school calendar
• Own brand positioning, messaging, and content strategy across all audiences (local Chinese families, expatriate families, and key stakeholders)
• Manage the marketing budget and monthly performance reporting
• Conduct market analysis to identify trends, opportunities, and competitive positioning, ensuring marketing strategies align with the needs of the target audience
• Develop holistic annual content plans and marketing campaigns to position Wellington College Education (China) Hangzhou as the ultra-premium brand of bilingual and international education in Hangzhou and Zhejiang province

Brand & Communications

• Implement the communication and marketing strategy in collaboration with the academic team and Central Office
• Strengthen and maintain the school's brand identity, ensuring consistency across all marketing materials and communications
• Ensure brand consistency across signage, prospectuses, and all printed materials
• Create and develop marketing collaterals and merchandises to support admission enrolment and school operations

Digital Marketing & Content

• Manage and update content on school websites to generate traffic and enquiries to achieve admissions enrolment targets
• Manage regular content production, including copywriting and short videos, through Wellington College Education (China) Hangzhou social media accounts (WeChat Official Account, WeChat Channel, Red, Douyin, Facebook, Instagram and LinkedIn) to build brand awareness and increase enrolment numbers
• Develop and implement digital marketing strategies, including social media campaigns and online advertising, to drive engagement and enrolment
• Manage website, SEO, GEO, AIO, blog, and landing pages; ensure accurate and up-to-date information
• Run paid media campaigns and track performance metrics
• Oversee social media calendars, community engagement, and reputation management

Events & Community Engagement

• Coordinate and help organise events for marketing and admissions on and off campus, including but not limited to school open days (offline and online), educational exhibitions, and partner events to build brand awareness and increase enrolment numbers
• Plan, organise, and execute engaging events that showcase the school's programmes and culture, attracting prospective students and families
• Harness good relationships with media (printing, website portals, social media), community partners, and the Wellington College Education (China) Hangzhou community through regular communications and activities to create positive 'word of mouth'

Admissions Funnel & Conversion

• Build full-funnel campaigns to generate enquiries, campus tour bookings, and applications
• Partner with Admissions on lead nurturing, open days, school tours, and conversion tracking
• Work closely with Admissions to align marketing efforts with student recruitment and to track and analyse enrolment data to measure campaign effectiveness
• Implement CRM/marketing automation journeys with clear SOPs

Team Leadership & Development

• Build and develop marketing team members for Wellington College Education (China) Hangzhou
• Provide staff leadership to the department in all respects, including hiring, day-to-day management and motivation of marketing staff and contractors, ensuring professional development and excellence
• Lead, coach and guide the team responsible for planning, executing, and evaluating all aspects of the marketing strategy

Reporting & Analytics

• Assist the Director of Admissions and Marketing in developing marketing reports for planning and evaluation
• Evaluate the performance of marketing campaigns and events, and provide insights reports for the management team to review

REQUIREMENTS

Education

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

Experience

• 5–8 years of marketing experience, with at least 3 years in a lead or managerial role
• Proven track record of delivering enrolment growth or measurable lead generation
• Experience in education, international schools preferred
• Experience in a multinational corporation or joint venture is a strong plus

Language Skills

• Fluent in English and Chinese (both written and spoken)

Key Competencies

• Strategic planning and campaign execution
• Performance marketing (digital advertising, social media, SEO/GEO/AIO)
• Strong copywriting and content production oversight
• Excellent organisational and project management skills, with the ability to manage multiple projects simultaneously
• Exceptional communication and interpersonal skills
• Ability to design marketing materials and edit video is a plus
• Data-driven mindset with experience in analytics and reporting
• Strong understanding of the China education market and local community

For more detail information, please refer to the Job description below.  

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.