Senior Marketing Executive

Key Responsibilities：

1) Performance Marketing & Lead Generation

• Develop, execute, and optimize performance marketing campaigns across Google Ads, Meta (Facebook and Instagram) Ads, and other relevant digital advertising platforms to drive qualified leads, student enquiries, enrolments, and app users.

• Plan advertising budgets, audience targeting, keyword strategies, bidding, and campaign structures to maximize conversions and return on advertising spend (ROAS).

• Conduct A/B testing on advertisements, creatives, audience segments, and landing pages to improve click-through rates, conversion rates, and cost per acquisition (CPA).

• Monitor campaign performance and implement data-driven strategies to improve lead quality, reduce acquisition costs, and achieve marketing targets.

 2) Educational App Marketing & Growth

• Develop and execute app marketing strategies to increase app awareness, downloads, registrations, and active users.

• Plan and manage user acquisition campaigns across paid advertising, social media, email marketing, partnerships, and other relevant channels.

• Analyse app acquisition and engagement metrics, including cost per install (CPI), registration rates, user retention, and in-app engagement, to identify opportunities for growth.

• Work closely with product and development teams to promote new app features, support product launches, and improve the user journey from app discovery to registration and ongoing usage.

• Develop user re-engagement and retention campaigns to encourage repeat usage and strengthen long-term user engagement.

3) Website Management, SEO & Conversion Optimisation

• Manage and maintain company websites and landing pages, ensuring content accuracy, a user-friendly experience, mobile responsiveness, and consistent brand presentation.

• Plan and implement SEO strategies, including keyword research, on-page optimisation, content development, and link-building initiatives, to improve organic visibility and website traffic.

• Optimise landing pages and enquiry forms to improve conversion rates and generate quality leads.

• Monitor website traffic, user behaviour, and conversion performance using Google Analytics and other relevant tools and implement improvements based on insights.

4) Social Media, Content & Brand Development

• Develop and execute social media strategies to strengthen brand awareness, engage target audiences, and support student acquisition and app growth.

• Plan, create, and coordinate engaging content, including social media posts, short-form videos, digital advertisements, educational content, and promotional campaigns.

• Manage content calendars across relevant platforms, ensuring consistent messaging, visual identity, and brand positioning.

• Monitor social media engagement, audience feedback, and content performance to identify trends and improve campaign effectiveness.

5) Integrated Marketing Campaigns & Partnerships

• Plan and execute integrated online and offline marketing campaigns to promote educational programmes, student enrolment initiatives, and app adoption.

• Coordinate promotional activities, events, workshops, school partnerships, referral programmes, and other initiatives to expand market reach.

• Identify potential collaboration opportunities with relevant education partners, communities, and digital platforms.

• Work with internal teams and external agencies, vendors, and partners to ensure timely and effective campaign execution.

6) Marketing Analytics, Reporting & Budget Management

• Track, analyse, and report on key marketing performance indicators, including cost per lead (CPL), cost per acquisition (CPA), conversion rates, app downloads, user engagement, and ROAS.

• Prepare regular marketing performance reports with actionable insights, campaign evaluations, and recommendations for improvement.

• Monitor marketing expenditure and allocate budgets effectively across channels to maximise campaign performance and business impact.

• Set measurable campaign objectives and use data-driven insights to refine marketing strategies and support business growth.

• Ensure appropriate tracking of campaign performance through tools such as Google Analytics, Google Ads, Meta Ads Manager, and relevant app analytics platforms.

7) Cross-functional Collaboration & Marketing Execution

• Work closely with management, sales, product and education teams to align marketing initiatives with business objectives and student recruitment targets.

• Stay updated on digital marketing trends, advertising platform developments, competitor activities, and emerging EdTech growth opportunities.

• Take ownership of assigned marketing projects from planning and execution through to performance evaluation and continuous improvement.

Requirements

• Diploma or bachelor’s degree in marketing, Digital Marketing, Business, Communications, or a related field.

• Minimum 2 years of hands-on experience in digital marketing, performance marketing, or growth marketing. Experience in the education, technology, or EdTech industry will be an advantage.

• Proven experience in planning, executing, and optimising paid advertising campaigns across Google Ads and Meta (Facebook and Instagram) Ads.

• Strong understanding of lead generation, audience targeting, conversion optimisation, remarketing, and campaign budget management.

• Experience in SEO, SEM, website management, and landing page optimisation. Familiarity with WordPress and basic website analytics is preferred.

• Understanding of mobile app marketing, including app downloads, user acquisition, registration conversion, engagement, and retention. Experience with app growth campaigns or app analytics tools will be an advantage.

• Proficient in Google Analytics 4 (GA4), Meta Ads Manager, Google Ads, and marketing performance reporting. Familiarity with conversion tracking, pixels, and attribution tools is a plus.

• Able to interpret campaign data, identify growth opportunities, and translate insights into actionable marketing strategies to improve cost per lead, conversion rates, and return on advertising spend (ROAS).

• Good content planning and copywriting skills, with the ability to develop engaging digital marketing content, social media posts, advertisements, and short-form video concepts.

• Proficient in English and Chinese (Mandarin), with the ability to communicate effectively with Chinese-speaking stakeholders and develop marketing content for Chinese-speaking audiences.

• Strong analytical thinking, project management, communication, and problem-solving skills.

• Self-motivated, proactive, and results-oriented, with the ability to manage multiple campaigns independently in a fast-paced environment.

• A strong sense of ownership, attention to detail, and willingness to test new ideas, learn new tools, and continuously improve marketing performance.