Director of Marketing & Admissions
Location: Ho Chi Minh City, Vietnam
Reporting to: Head of School (direct), Senior Operations Leadership (matrix)
About The School
Our client is a
well-established international school in Ho Chi Minh City, offering a globally recognised curriculum and serving a diverse, multinational community. With a long-standing presence in Vietnam and a strong reputation for academic excellence, the school provides a holistic learning environment that balances rigorous academics, wellbeing, and global citizenship.
The school is part of a wider
international education network, benefiting from shared best practices, professional collaboration, and regional support, while maintaining its own unique culture and identity. Its campus environment is modern, welcoming, and designed to support high-quality learning experiences for students from early years through to secondary education.
The Opportunity
The
Director of Marketing & Admissions is a senior leadership role responsible for driving
student enrolment growth, strengthening brand positioning, and delivering an exceptional admissions experience.
This role leads both
Marketing and Admissions functions, working closely with school leadership and regional stakeholders to ensure sustainable enrolment outcomes, strong community engagement, and alignment with the school's strategic vision.
Key Responsibilities
Admissions Leadership
- Lead and develop a high-performing Admissions team, ensuring consistent service standards and strong conversion outcomes
- Own and continuously improve admissions policies, systems, and processes across the full admissions journey
- Conduct admissions interviews, school tours, and engagement with prospective families
- Partner closely with academic leadership to ensure alignment between enrolment strategy, programme capacity, and student profile
- Build and maintain relationships with corporate partners, relocation agents, and embassies to drive referral pipelines
- Oversee accurate reporting and forecasting of enrolment performance using CRM and student management systems
Marketing Strategy & Execution
- Develop and execute a comprehensive integrated marketing strategy to generate high-quality enrolment leads locally and internationally
- Lead multi-channel campaigns across digital, events, partnerships, PR, and traditional media
- Ensure consistent, authentic brand representation across all touchpoints, including campus experience
- Use CRM and performance data to optimise marketing ROI and conversion effectiveness
- Oversee digital marketing partners, website performance, and user experience enhancements
- Monitor market trends and competitor activity to adapt strategies proactively
Community & External Engagement
- Act as a senior ambassador for the school within the international and local community
- Represent the school at networking events, chambers of commerce, and relevant industry forums
- Build strategic partnerships with corporates, relocation networks, and community organisations
Leadership & Governance
- Contribute as a senior leader within the school, modelling strong professionalism and collaboration
- Work closely with regional stakeholders to ensure transparency, alignment, and reporting discipline
- Lead, mentor, and develop team members with clear goals and performance expectations
Success Measures
- Achievement of agreed annual student enrolment targets
- Conversion performance across the admissions funnel
- Quality and sustainability of the enrolment pipeline
- Brand visibility, lead quality, and campaign ROI
- Admissions experience quality and parent satisfaction
- Team capability, engagement, and retention
Candidate Profile
Qualifications & Experience
- Bachelor's or Master's degree in Marketing, Communications, Business, or related field
- Minimum 10 years experience in senior marketing, sales, or admissions leadership roles
- Experience within international education or premium service environments is highly advantageous
- Proven track record in enrolment growth, brand leadership, and data-driven decision making
Skills & Attributes
- Strong strategic and commercial mindset with hands-on execution capability
- Deep understanding of digital marketing, CRM usage, and performance analytics
- Outstanding stakeholder engagement and influencing skills
- Customer-centric, empathetic, and service-oriented leadership style
- Able to operate independently in a complex, fast-paced environment
- Experience managing budgets, agencies, and cross-functional teams
Knowledge & Technical Strengths
- Familiarity with international curricula (e.g. IB, US, or similar)
- Strong understanding of the international schools market and parent decision drivers
- Experience leveraging multilingual or nationality-focused marketing strategies is a plus
- CRM and student information systems experience highly desirable
Working Environment
- International, multicultural school community
- Senior leadership exposure and regional collaboration
- Occasional evening or weekend work related to events and admissions cycles
