Head of Brand & Marketing Strategy

About Zenith Education Studio

Zenith Education Studio is an MOE-registered centre committed to delivering high-quality, holistic education to JC, Secondary and Primary school students. Our educators are passionate about empowering students to realise their full potential and supporting them in becoming the best versions of themselves.

Responsibilities

1. Brand Strategy & Brand Harmony

• Own and steward Zenith's brand identity across all segments, channels, and touchpoints, ensuring visual, tonal, and strategic consistency from Primary through JC.

• Develop and maintain a Brand Playbook covering messaging hierarchy, visual guidelines, tone of voice, and campaign principles.

• Serve as the organisation's custodian of brand standards, leading periodic brand reviews and audits across all divisions.

• Lead brand positioning initiatives that differentiate Zenith in a competitive education landscape, with particular attention to how the brand resonates with Primary parents and families.

• Partner with internal stakeholders to ensure the brand promise is consistently delivered at every student and parent touchpoint, across all three segments.

2. Marketing Strategy & Annual Planning

• Develop and execute the overall marketing strategy in alignment with Zenith's enrolment and growth objectives, working directly with the Deputy CEO and senior leadership.

• Lead annual marketing planning across Primary, Secondary, and JC divisions, defining segment priorities, campaign calendars, and KPIs for the team.

• Identify market opportunities, parent and student trends, and competitive positioning strategies to inform each planning cycle.

• Own the marketing budget, allocating resources across campaigns, channels, and divisions with clear accountability for ROI.

• Establish and monitor marketing performance dashboards with regular reporting to senior leadership.

3. Primary Division Marketing (Strategy & Execution)

• Take full ownership of Primary marketing strategy, from campaign planning through to execution, ensuring it reflects Zenith's brand values and connects meaningfully with parents of Primary school children.

• Lead all Primary enrolment campaigns, seasonal promotions, and parent-facing communications, working closely with the Head of Marketing on day-to-day delivery.

• Develop messaging and content that speaks directly to the concerns, aspirations, and decision-making journey of Primary parents, across digital and physical channels.

• Identify opportunities to strengthen Zenith's positioning in the Primary segment — including new programme launches, open house activations, referral programmes, and community-building initiatives.

• Track Primary division marketing performance against enrolment targets and iterate campaigns based on data and parent feedback.

• Coordinate cross-divisional campaign efforts to ensure the Primary segment benefits from Zenith's broader brand visibility and marketing calendar.

4. Secondary & JC Marketing Oversight

• Lead marketing strategy and campaign direction for the Secondary and JC divisions, overseeing student acquisition, lead generation, and conversion initiatives.

• Work closely with academic leaders to align marketing activities with enrolment targets and programme growth goals.

5. Leadership & Team Development

• Provide strategic direction, mentorship, and performance oversight to the Head of Marketing (JC & Primary) and the Marketing Associate (Secondary & JC).

• Establish clear goals, accountability structures, and professional development plans for the marketing team.

• Serve as the decision-maker and escalation point for significant brand, campaign, and communications matters.

• Build team capability so the function can scale effectively with Zenith's growth across all divisions.

6. Digital Marketing & Performance

• Oversee digital marketing strategy across paid advertising, SEO, content marketing, social media, and CRM initiatives, with a strong focus on channels that reach Primary parents.

• Lead the strategy for Zenith's owned channels, ensuring brand consistency and audience-appropriate content across Instagram, Facebook, LinkedIn, and the website.

• Analyse marketing data and parent and student acquisition insights to drive campaign decisions and surface optimisation opportunities.

• Implement performance reporting frameworks and track channel effectiveness against enrolment and brand awareness goals.

7. Cross-Functional Collaboration

• Work closely with Academic Heads across all three divisions to ensure marketing materials accurately reflect Zenith's programmes, tutors, and educational outcomes.

• Partner with the Operations team to coordinate event marketing, open houses, and on-ground activations, particularly for Primary-facing initiatives.

• Collaborate with HR on employer branding and recruitment marketing to ensure Zenith's external presence supports talent attraction alongside student acquisition.

• Engage with the admissions and front-desk teams to align on parent communication standards, ensuring messaging is consistent from first touchpoint through to enrolment.

• Represent the marketing function in senior leadership discussions, strategic planning sessions, and cross-functional project teams.

• Build and manage relationships with external agencies, media partners, and vendors to deliver campaigns efficiently and at the quality Zenith's brand requires.

8. Strategic Growth & Commercial Development

• Partner with senior leadership to explore and design new programme formats across all divisions, including tiered offerings, hybrid learning models, and premium tracks that can strengthen Zenith's market positioning and revenue base.

• Identify and evaluate alternative monetisation structures such as subscription models, bundled offerings, strategic partnerships, licensing opportunities, and digital extensions that can diversify Zenith's commercial model.

• Contribute to the rethinking of Zenith's pricing architecture and revenue mix, ensuring that commercial decisions are informed by market positioning, brand perception, and competitive intelligence.

• Identify untapped student segments, geographic adjacencies, or programme white spaces that represent growth opportunities for the organisation, and build the case for pursuing them through marketing-led initiatives.

Experience

• Minimum 5 years of marketing experience, with at least 1 years in a leadership or strategic role.

• Proven track record developing and executing integrated marketing strategies across multiple audience segments or product lines.

• Strong brand management experience, with demonstrated ability to build and steward a brand at an organisational level.

• Hands-on experience with parent or family-facing marketing, consumer marketing, or community engagement is advantageous.

• Experience leading, mentoring, and developing a marketing team.

• Background in education, enrichment, tuition, or a related consumer services industry is a plus.