Executive/Senior Executive, Marketing

COMPANY DESCRIPTION

Kaplan Higher Education Academy (Kaplan) is part of Kaplan Inc., one of the world's most diverse education providers and the largest subsidiary of Graham Holdings Company (NYSE:GHC).

Kaplan has welcomed students from over 60 countries and regions. As a Lifelong Integrated Learning Partner, we offer close to 450 academic and professional certification programme options* for higher learning and skills development, providing opportunities for individuals to always stay relevant. To date, these opportunities have benefitted more than 114,000 graduates^.

We have a diverse team of individuals dedicated to our mission to help individuals achieve their educational and career goals, and build futures, one success story at a time. Our core values - Opportunity, Knowledge, Support, Integrity and Results - help guide the way we work.

At Kaplan, our employees are our most valuable assets, and everyone's contribution is integral to our success. We have been recognised by The Straits Times, for the second successive year, as being one of Singapore's Best Employers for 2023. This large-scale and comprehensive study assessed the attractiveness of organisations in Singapore based on an independent employee survey.

We strive to continue providing a professional, positive and stimulating work enviroment with plenty of room for initiatives, so that our employees can thrive with us. If you are seeking opportunities for growth, we welcome you to write to us!

*Based on full-time and part-time study modes across programmes offered at Kaplan.

^Total Diploma and Degree graduates from Kaplan from 2007 to 2025.

RESPONSIBILITIES

THE ROLE: Senior Executive, Marketing

The Senior Executive, Marketing is responsible for executing lead generation and marketing campaigns that support student recruitment and business growth. The role implements digital and offline initiatives and works closely with sales and internal stakeholders to support recruitment objectives. The role monitors campaign performance and identifies opportunities to optimise marketing effectiveness, lead quality, and conversion outcomes.

Key Responsibilities:

Marketing

• Implement and manage lead generation campaigns across digital marketing platforms, including Meta, to support student recruitment objectives.
• Adopt a data-driven approach to monitor, analyse, and report on campaign performance, identifying opportunities to optimise lead quality, conversion rates, and marketing effectiveness.
• Design, create, and deploy electronic direct mailers (eDMs) through Salesforce Marketing Cloud to support lead nurturing and recruitment campaigns.
• Work closely with internal and external designers to develop marketing creatives and campaign assets that support lead generation objectives.
• Ensure all marketing content, webpages, brochures, and promotional materials are accurate, up-to-date, and aligned with institutional guidelines.
• Ensure programme and module information published across marketing channels remains accurate and current.
• Coordinate and manage student testimonial initiatives, including arranging photoshoots, liaising with Corporate Communications on testimonial, obtaining approvals from participants, and securing internal approvals.
• Support video production activities, including coordinating venue bookings, vendors, and filming logistics.
• Organise and coordinate marketing and recruitment events, such as university fairs and information sessions.
• Track and monitor marketing expenditure to ensure spending remains within approved budgets.
• Prepare campaign performance reports, presentations, and updates as required.

Stakeholder Coordination

• Coordinate with internal stakeholders, including Corporate Communications & Regulations and Quality & Compliance, to obtain timely approvals for marketing materials and communications.
• Liaise and coordinate with external vendors to ensure marketing deliverables are executed and delivered on schedule in accordance with campaign requirements.

Risk Management and Compliance

• Ensure compliance of marketing and communication materials with SSG regulatory guidelines for assigned portfolios.

Support any other tasks as assigned by Supervisor or Head of Department

• Undertake ad hoc projects and responsibilities as assigned to support the institution's marketing and student recruitment objectives.
• Respond promptly for urgent marketing requests and content updates, ensuring responsiveness to changing business and campaign requirements.

Essential

• Bachelor's degree in Events Management, Marketing, Communications, or a related field
• Minimum 1 - 2 years of experience in integrated marketing, online marketing experience
• Experience with digital ad platforms such as Meta ads, Google ads and TikTok ads.
• Experience with content production, including creating materials and multimedia assets
• Strong project management abilities with attention to detail
• Attention to detail with an aptitude for problem-solving and the ability to perform under pressure
• Excellent communication and interpersonal skills to manage diverse stakeholder relationships
• Exceptional organisational and time-management skills, with the ability to multitask and meet tight deadlines
• Highly motivated, resourceful and results-oriented team player
• English - spoken and written
• Microsoft Office

Desirable

• Experience with Salesforce, Google Analytics
• Due to the nature of the role, which will involve developing and reviewing marketing collateral in Chinese, proficiency in Business Mandarin will be preferred.
• Knowledge of video production and basic design tools (Canva, Adobe Creative Suite)

• Working Hours: Monday to Friday, 9am to 6pm.
• Work Arrangements: Hybrid (Blend of in-office and remote work)
• Location: Wilkie Edge