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About us Yew Chung Yew Wah Education Network (YCYW) is a renowned international education group dedicated to raising globally competent future leaders who aspire to, and act for a better world. Founded over 90 years ago, we have expanded organically and now possess strong presence in Hong Kong SAR, Mainland China, Somerset UK, and the USA. Our growth continues and we invite people who share our core values to consider joining our family. About you The Regional Digital Marketing Manager will lead and execute regional strategic media, social media and digital advertising initiatives to strengthen the visibility and reputation of the schools in the region and attract quality enquiries. This role oversees end-to-end digital campaign execution, advertising performance monitoring and systematic lead conversion optimisation. The role is also responsible for cultivating and sustaining key media partnerships, and leveraging media resources to amplify school publicity and brand influence. Your roles and responsibilities 1. Digital Advertising • Develop and implement regional social media and digital advertising strategies that support individual school marketing and student recruitment objectives. • Collaborate with other members of the regional marketing team and schools’ student recruitment teams and lead the implementation of digital advertising campaigns, including paid search, paid social, SEO and SEM, retargeting and landing-page coordination, aimed at attracting prospective families to apply for schools in the region. • Monitor and test emerging market tools and discovery channels, including GEO/AEO/AI search visibility, platform search behaviour, social listening and marketing automation tools relevant to prospective family journeys. • Monitor the effectiveness of digital advertising efforts, collect and analyse data, provide in-time feedback and take actions for optimisation. • Monitor leads follow-up and conversion progress, collaborate with school student recruitment teams to monitor the conversion rate from leads to enquiries, driving improvement in lead quality, advertising ROI and customer acquisition cost. • Champion the adoption of AI-powered digital advertising and analytical tools across the regional schools, empowering school-based marketing teams to manage digital advertising more efficiently. 2. Media Promotion Strategy & Media Partner Relations • Develop and execute regional media strategies that align with corporate communication goals and support school-level marketing and student recruitment initiatives. • Build and maintain proactive and collaborative relationships with regional and local social media influencers and digital media platforms, KOLs/KOCs and relevant education/lifestyle communities. • Leverage regional multi-campus scale advantages to secure favourable annual media partnership terms and optimal advertising resources. • Strategically align media deployment with school-level promotion plans to maximise resource utilisation and school brand exposure. Ensure consistent brand messaging and unified corporate identity across all external media channels to uphold standardised group brand positioning. 3. Collaboration with Schools • Understand the characteristics and educational provision of different schools, and their target family profiles in the region. • Collaborate with school student recruitment team in formulating the annual school-level marketing and student recruitment strategies, aligning the key promotion and advertising initiatives and seasonality. • Facilitate cross-school collaboration on external promotion and media-related events, ensuring alignment with the school marketing and student recruitment strategy. 4. Competitor Monitoring & Market Insights • Monitor key competitors’ external promotion and advertising activities, with a focused lens on digital marketing strategies and social media promotion tactics. • Provide market information and analytical insights (including enquiry source, audience quality, and conversion data) to the Regional Head and Regional Content Marketing Manager to support market trend and competitor analysis, and to inform the semi-annual market intelligence report. 5. Public Relations & Crisis Management • Track negative brand mentions and promptly flag PR crisis risks to the Regional Head of Marketing. • Coordinate with Corporate Branding and Communications Division (CBCD), corporate/regional agencies and schools to provide regional execution support in the event of a PR issue, with crisis communication decisions escalated through the approved corporate protocol. • Support regional schools in the event of reputational risks. 6. Others • Collaborate with or support other regional team members as required to accomplish the regional team projects and achieve the team goals. • Work within Corporate Branding and Communications Division's approved governance frameworks for brand, communications, website, data, and PR. • Undertake any other ad-hoc duties and responsibilities as assigned by the Regional Head of Marketing. Qualifications and Requirements: • Bachelor's degree in Marketing, Business Administration, Communications, Journalism, or a related field; a Master’s degree is preferred. • Over 10 years of proven experience in media management, digital marketing and advertising, preferably with experience and connections in the education sector. • Strong relationship-building and negotiation skills to develop and maintain media partnerships. • Familiarity with digital advertising platforms, tools, and analytics i.e. Meta, Google, Linkedin, Xiaohongshu, Wechat, Douyin • Strong learning abilities to stay up-to-date with AI tools and industry trends. • Strong analytical skills to monitor and interpret market trends and competitive dynamics of the K12 international education industry. • Ability to work collaboratively with diverse stakeholders, including media partners, school teams and cross-functional teams. • Ability to work under pressure and manage multiple projects effectively. • Willingness to travel and work on weekends or evenings to attend events and support local school teams is essential.
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