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About IDP IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world. Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world. Learn more at www.careers.idp.com Key accountabilities As our Content Specialist, you will own and execute end-to-end content development for IDP Vietnam’s SP marketing, focusing on social-first storytelling, digital campaigns, event/exhibition content, and conversion-driven messaging. Social & Campaign Content Multi-Channel Execution: Own and develop engaging content for SP campaigns across key platforms: Facebook, Instagram, TikTok, YouTube, LinkedIn, Zalo OA, websites, and landing pages. Content Creation: Craft high-converting social captions, content calendars, campaign key messages, video/livestream scripts, and event communication materials. Ensure all content outputs are clear, engaging, factually accurate, brand-safe, and tailored to the unique algorithms of each platform. Support destination-specific campaigns for Australia, UK, Canada, US, New Zealand, Ireland, and other IDP destinations when required. KOL/KOC & Creator Collaboration Identify, recruit, and coordinate with relevant KOLs, KOCs, student creators, alumni, influencers, and student ambassadors. Develop creative briefs, content angles, video scripts, posting requirements, review processes, and timelines for creator collaborations. Partner with creators to produce authentic, relatable content that directly addresses students' real needs, questions, and pain points. Manage content quality to align with IDP’s brand tone and factual accuracy; track content performance to constantly optimize future collaborations. Event, Exhibition & Lead-Generation Content Create end-to-end content for IDP’s exhibitions, webinars, education fairs, school activations, and pre-departure sessions. Gather and develop inspiring student testimonials, parent feedback, event highlights, and success stories post-event. Develop digital content that supports SP conversion funnels and paid media testing. Video, Livestream & UGC Content Conceptualize and script engaging social media videos, interactive livestreams, student interviews, and impactful testimonial videos. Develop interview questions and content direction for sharing sessions with students, parents, and KOLs/KOCs. Collaborate closely with multimedia designers to transform raw content ideas into platform-ready, visually stunning assets. Actively propose and execute User-Generated Content (UGC) formats to boost organic engagement and elevate brand trust. Cross-Team Collaboration Work closely with Destination Marketing, Events, Office, and HR teams to produce synchronized content aligned with the business cycle. Provide strategic content support for SP and university partner co-branding initiatives when required. Responsibly utilize GenAI tools to accelerate ideation, brainstorming, and copy production while strictly auditing for originality and brand safety. Track content performance, testhooks/formats/thumbnails, and continuously update the content approach based onstudent behavior and social trends. Execute other tasks as assigned by the team leader. Required Experience Experience: Minimum 2–3 years of experience in Content Marketing, Social Media Copywriting, or Digital Content Creation (Experience in the International Education, EdTech or Agency is a huge plus). Deep understanding of social media landscapes (especially Facebook, TikTok, and Instagram), including algorithms, trends, and content formats (short-form videos, photo carousels, etc.). Proven track record of managing KOL/KOC campaigns, from briefing and scripting to final output review and performance tracking. Excellent copywriting skills in Vietnamese with a versatile tone of voice; solid professional English proficiency to work with international university partners. Mindset: A strong problem-solving mindset, open to feedback, and comfortable utilizing data/UTM insights to optimize content hooks and CTAs. Soft Skills: Exceptional cross-team communication, time management, and the ability to multi-task in a fast-paced environment.
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In your interview, expect this question: 'Tell us about a time you measured the success of a campaign.' Marketing hiring managers ask this because they want proof you think in metrics, not hunches. Come with a real example—conversions, clicks, revenue, engagement rate, cost per acquisition—pick the metric that mattered most. Show you track what you do.
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