The Marketing Manager / Senior Marketing Manager is a performance-driven, strategic -thinking leader who plays a pivotal role in championing the customer (ie. students) to steer strategy and performance across the Asian business. By spearheading the development, implementation and continuous refinement of customer-centric marketing strategies for our university partners’ product portfolio and online brand, the successful candidate is responsible for driving commercial success, encompassing partner and business targets.
Success Metrics include:
- People: Positive engagement score (relative to APAC benchmark and/or evidence of growth survey-to-survey)
- Performance: Achieving start and retention targets, funnel conversion rate targets and revenue targets for Asia partners. Overseeing outcome of lead acquisition, cost efficiency & conversions.
- Customer: Positive uplift in customer leading indicator and funnel progression metrics (ie. perception/engagement metrics, contact rate) and evidence of contributing to positive partner engagement (ie. partner NPS, partner feedback)
Key Accountabilities:
- Strategic planning & execution: Co-create and optimise marketing strategies and GTM plans, in collaboration with all Keypath APAC teams, and overseeing the end-to-end delivery, optimization, and reporting of initiatives aimed at enhancing customer and performance outcomes (including integrated marketing campaigns and supporting sales training). Seek and leverage all insights (customer, competitor, market and performance) to inform strategies, in collaboration with the relevant teams.
- Customer experience: Ensure the marketing team is fully engaged and have visibility of the student journey for their partners. This means collaborating across functions to ensure the voice of the customer is at the centre of GTM strategy, prioritisation and the creative execution of campaigns. Stay obsessed about the customer, understand the competition and be able to design competitive value propositions.
- Performance obsessiveness: Act as the accountable leader to continually monitor product and portfolio performance, actioning insights to meet relevant start and retention targets. Must champion unearthing actionable insights, sharing learnings and driving aligned recommendations to action to drive performance.
- Direction and prioritisation: Setting strategic direction and prioritisation of marketing, PPC, SEO, creative and content specialists. Identifying, making trade-off decisions and recommending innovative marketing opportunities to test, learn and scale (i.e. new audiences, bold new creative, new channel diversification)
- Partnership marketing and strategic influence: Demonstrate ability to actively influence,build trust and strengthen relationships with our partners through driving performance and bringing insights to the table that inspire strategic outcomes and partner engagement, advocacy, and change.
- Knowledge acquisition: Deeply immerse yourself in Keypath’s business strategy, understanding OKRs, product portfolios, and levers for optimising outcomes, and using this knowledge to guide resource allocation and investments for cross-functional alignment.
- People leadership: Direct people leadership of a team of marketers, cultivating a culture of curiosity, innovation, performance-focus, and decision making. Set a compelling vision for the team, inspiring marketing team members to work towards common strategic goals. Nurture a test-and-learn ethos for rapid iteration and scaling, drawing inspiration from external sources to fuel creative and CX excellence.
- Budget management: Understand and manage portfolio marketing and operational budgets and making investment decisions to maximise ROI. Recommend marketing investment decisions and commercial trade-offs across the BU.
- Continuous improvement: Facilitate the sharing of best practices and driving efficiency and effectiveness within team and across business units through ongoing marketing operational process improvement, campaign optimization, technology utilization and training.
The successful candidate should embody the Keypath values of Collaboration, Commitment, Innovation, and Lifelong Learning, serving as a role model for others.
