Regional Marketing Manager

Job Description

We are seeking a dynamic, highly motivated, and commercially driven Regional Marketing Manager to lead student acquisition initiatives across China, Southeast Asia, and the broader Asia-Pacific (APAC) region.

As a key brand representative, you will play a pivotal role in driving student recruitment through daily live streaming, digital marketing, and audience engagement. You will be responsible for hosting compelling live broadcasts that engage prospective students, build brand credibility, generate qualified leads, and convert audience interest into successful student applications and enrolments.

You will also manage supporting digital channels, particularly Xiaohongshu (Little Red Book) and WeChat, to strengthen brand visibility, promote live streaming sessions, and support regional student recruitment objectives.

Key Responsibilities

1. Live Streaming & Student Acquisition

• Plan, produce, manage, and host engaging daily live streaming sessions across relevant digital platforms.
• Develop compelling live content that showcases the institution's programmes, educational offerings, student experiences, and value propositions.
• Engage prospective students in real time, address enquiries, build trust, and guide audiences through the student recruitment and enrolment journey.
• Implement effective audience engagement and conversion strategies to generate qualified leads and drive student applications and enrolments.

2. Digital Marketing & Social Media Management

• Manage and optimise regional digital marketing channels, particularly Xiaohongshu and WeChat, to increase brand awareness and drive traffic to live streaming sessions.
• Develop and execute content strategies to promote upcoming broadcasts, maintain audience engagement, and nurture prospective student leads.
• Create localised digital content and promotional materials tailored to the preferences and behaviours of target audiences across China and Southeast Asia.
• Maintain consistent brand messaging across all digital touchpoints.

3. Regional Brand Development & Market Intelligence

• Develop compelling brand narratives and high-quality promotional materials to strengthen brand positioning across the APAC region.
• Monitor regional education market trends, student mobility patterns, competitor activities, and consumer behaviour.
• Analyse audience engagement and market feedback to identify new recruitment opportunities and refine live streaming content.
• Apply cultural intelligence and market insights to improve campaign relevance and effectiveness across different markets.

4. Cross-Functional Collaboration

• Work closely with admissions, academic, and other relevant teams to ensure the accuracy and consistency of programme information communicated during live broadcasts.
• Coordinate recruitment campaigns and promotional activities to support institutional enrolment targets.
• Maintain effective communication with prospective students and build positive relationships throughout the recruitment process.

Requirements

• Proven experience in digital marketing, regional marketing, student recruitment, education marketing, live streaming, or a related field.
• Demonstrated commercial awareness and the ability to convert audience interest into qualified leads and measurable business outcomes.
• Familiarity with Chinese digital platforms, particularly Xiaohongshu and WeChat, and their application in marketing and audience development.
• Good understanding of the education market in China, Southeast Asia region.
• Strong analytical skills, with the ability to interpret marketing data and implement improvement strategies.
• Excellent interpersonal and relationship-building skills, with the ability to establish trust with prospective students.
• Ability to work independently and collaborate effectively with cross-functional teams.

Preferred Qualifications

• Experience in education recruitment, education consultancy, or marketing.
• Experience hosting regular live streaming sessions for marketing, sales, or customer acquisition.
• Professional proficiency in Mandarin to engage effectively with Chinese-speaking audiences. Additional regional language capabilities will be an advantage.
• Experience developing localised content and marketing campaigns for diverse Asian markets.
• Familiarity with digital marketing, management systems, and conversion optimisation tools.