Marketing Manager, Undergraduate Program

WE ARE HIRING!

Position Title: Marketing Manager, Undergraduate Program

Department: Marketing and Communications

Employment Type: Full-time

Help us reimagine the 21st-century University.

Fulbright University Vietnam (Fulbright) is an independent, not-for-profit university in Viet Nam, committed to educating the next generation of leaders and citizens through a rigorous liberal arts and sciences education, high-quality research, and responsible civic engagement.

We seek outstanding professional staff to join our growing community and help build a university that is innovative, mission-driven, and academically excellent. We value colleagues who are thoughtful, creative, adaptive, determined, and collaborative, with a good sense of humor.

Fulbright is developing its permanent campus in Saigon Hi-Tech Park, Ho Chi Minh City. Until Phase 1 of campus construction is completed (target: Fall 2026), Fulbright operates from Crescent Plaza, Tan Phu Ward, Ho Chi Minh City (formerly District 7).

Job Purpose

The Marketing Manager, Undergraduate Program leads recruitment marketing strategy and execution across the full prospective-student journey, from awareness and consideration through application, admission, and enrollment. Working closely with Admissions and Financial Support, Academic Affairs, Student Affairs, and shared services (Studio, Performance/Analytics), this role translates the Undergraduate program's value proposition into clear, compelling, data-informed campaigns and content. The role is accountable for improving the quality and conversion of the recruitment funnel, strengthening preference among target students and families, and ensuring all Undergraduate marketing is consistent with the university's corporate brand framework and standards.

Reporting Lines

Solid report to: Director of Marketing and Communications

Dotted-line report to: Director of Admissions and Financial Support

List by title positions which report directly to this position: May manage Undergraduate marketing staff (13) depending on structure; leads cross-functional project teams and coordinates with shared services (Studio, Performance/Analytics).

Roles and Responsibilities

The position's primary responsibilities include but is not limited to:

• Own the annual and seasonal Undergraduate recruitment marketing plan aligned with enrollment targets and corporate brand strategy.
• Partner with Admissions and Financial Support to build an integrated funnel (lead capture, routing, nurturing, and conversion), including clear SLAs and shared dashboards.
• Plan and deliver integrated campaigns across paid, owned, and earned channels to drive qualified inquiries, applications, and enrollments.
• Oversee Undergraduate digital performance (paid social/search, SEO basics, landing pages, conversion-rate optimization) with continuous testing and optimization.
• Define audience segmentation and messaging for priority segments (students, parents, school counselors), and ensure consistent storytelling across touchpoints.
• Develop and manage content plans for the Undergraduate website, email journeys, and social channels; produce clear briefs for Studio and creators.
• Lead recruitment marketing for key moments such as Open Days, school outreach, scholarship cycles, application deadlines, and yield initiatives.
• Work with Academic Affairs and Student Affairs to translate academic strengths and student experience into credible proof points (outcomes, careers, exchange, faculty, student life).
• Conduct and commission market and audience research (insights, competitor scan, message testing) to inform strategy, positioning at the program level, and campaign decisions.
• Set measurement frameworks and reporting system, tracking KPIs across the funnel and translating insights into practical improvements.
• Manage the Undergraduate marketing budget and vendors/agencies, ensuring strong stewardship, quality control, and on-time delivery.
• Ensure compliance with brand guidelines, legal requirements, privacy/data standards, and ethical marketing practices in all recruitment communications.
• Coach and collaborate effectively across teams, building internal alignment and a culture of learning, accountability, and constructive debate.
• Increase qualified inquiries and applications from priority segments, with improved lead quality (fit and intent).
• Improve conversion rates across the funnel and deliver measurable improvements in digital performance.
• Increase attendance and conversion from recruitment events (Open Days, webinars, school outreach).
• Maintain strong brand consistency and message pull-through across Undergraduate channels and campaigns.
• Establish a reliable reporting rhythm (weekly/monthly) with actionable insights shared with Admissions and leadership.

Other duties

• Contributing to team effort by welcoming new and different work requirements; exploring new opportunities to enhance the services of the department; helping others accomplish related job results as and where needed.
• Other tasks and responsibilities assigned to the Employee by the Company which may be adjusted from time to time.

What we look for

Values and Mindset:

• You believe education is not just a service, it is a force that can restore dignity, expand choices, and reshape a life.
• You pay attention to what is happening in society, and you want your work to be part of solutions that make the world fairer and happier.
• You welcome hard moments as part of growth, you learn fast, stay steady, and look for possibilities even when resources are limited.
• You show up with generosity, you do excellent work, you help others succeed, and you keep your mind open to learning from anyone.
• You speak with integrity, you have a clear perspective, and you can debate thoughtfully to move the work forward, not to serve ego.
• Education:
• Bachelor's degree in marketing, Communications, Business, Social Sciences, or a related field (or equivalent experience).
• A master's degree is an advantage.

Employment/Professional Experience:

• 7+ years of progressive experience in marketing, recruitment marketing, growth marketing, performance marketing, with at least 2 years in a role leading multi-channel campaigns end-to-end. High involvement segment is an advantage.
• Strong track record in building and optimizing a performance-driven funnel (digital acquisition, CRM/email nurturing, conversion optimization), ideally in higher education, services, or mission-led organizations.
• Demonstrated ability to lead cross-functional work through influence and project management; people-management experience is a plus, but not required if the structure relies on shared services.
• Experience working with multiple internal stakeholders and external partners (agencies, vendors), balancing strategic thinking with hands-on execution.

Competencies - Knowledge, Skills and Abilities:

• Strong understanding of Vietnam's higher education market and the student decision journey, or the ability to learn it quickly through research.
• Excellent communication and storytelling skills in English and Vietnamese, with the ability to translate complex ideas into clear, relevant messages.
• Hands-on capability in digital marketing fundamentals (paid media, analytics, SEO basics, performance), content strategy, and social media management; comfortable working with CRM and marketing automation.
• Strong analytical and project management skills: sets goals, prioritizes, manages timelines and budgets, and delivers high-quality work under pressure.
• Strong stakeholder management: builds trust, listens well, and works effectively with internal teams and external partners.
• Coaching and mentoring: ability to facilitate work stream, manage workload, inspire team spirit, deliver constructive feedback, provide framework and guidance, raising effective questions for team's growth.
• Ability to delegate effectively and oversee a broad portfolio of responsibilities and projects at the same time. Ability to produce high quality work under pressure.

Other details: This is a full-time position based in Ho Chi Minh City. Occasional travel within Vietnam and abroad is required.

What we offer

• Opportunity to join a passionate team who shares the belief in the transformative power of education and values the unique opportunity to create a new university.
• Opportunity to participate in public talks, workshops, seminars, as well as other enriching activities at Fulbright.
• A full network of supportive colleagues.
• A dynamic, innovative, and professional work environment.
• Intensive English-speaking environment.
• Competitive salary and high-end insurance schemes for employees and direct family members.
• Professional development opportunities.
• Generous annual leave/paid time off.
• Flexible work arrangement options.