Senior Manager

Job Summary

The Manager / Senior Manager, Digital Marketing will be responsible for establishing and leading the digital marketing practice at White Bridge Education with a sharp focus on SEM campaigns, geo-targeting, and digital presence in South Asia. This role will drive brand awareness and student recruitment outcomes for partner universities by leveraging AI tools and data-driven strategies.

The ideal candidate is AI-savvy, adept at using and managing campaigns through automation and next-gen technologies, and able to operate with a lean team structure where human and AI capabilities are blended effectively. They should also have a strong grasp of university programs, differentiators, and the education sector, and a deep understanding of Meta, Google, and other platform algorithms to optimize conversion from leads to enrollments.

Key Responsibilities

Strategic Leadership

• Build and scale the digital marketing function with an AI-first approach, incorporating automation and advanced analytics.
• Develop and implement comprehensive digital marketing strategies tailored to partner universities, with a strong focus on SEM, geo-targeting, and enrollment conversion.
• Position WBE and partner universities as leading education brands across South Asia and other priority markets.

Content & Creative Development

• Oversee end-to-end content creation for digital campaigns, including ad copywriting, creatives, and landing pages.
• Develop compelling, culturally relevant narratives that showcase university programs and differentiators.
• Use AI-powered tools for creative design, content generation, and campaign optimization.
• Ensure landing pages are user-friendly, mobile-optimised, and conversion-focused.
• Maintain brand consistency across all platforms and campaigns.
• Conduct A/B testing of creatives, messaging, and page layouts to maximise engagement and enrollment conversions.

Campaign Management

• Design, execute, and optimize multi-channel SEM campaigns across Google, Meta, and other relevant platforms.
• Leverage geo-targeting to increase visibility and engagement in high-potential student markets.
• Improve brand awareness and strengthen the digital footprint of partner universities, ensuring alignment with their positioning and value propositions.
• Collaborate with clients to craft strategies that drive student interest through to actual enrollment.

AI-Driven Marketing

• Identify, adopt, and integrate AI tools for content generation, campaign optimization, predictive analytics, and reporting.
• Ensure maximum automation of campaign management, lead scoring, and targeting, while supervising strategic direction.
• Train and guide a lean team to complement AI-driven processes.

CRM Management & Lead Engagement

• Implement and oversee CRM platforms to streamline recruitment pipelines.
• Use API integration tools to capture and track leads seamlessly from campaigns.
• Design and execute automated workflows across email, WhatsApp, SMS, and chatbots for effective lead nurturing.
• Segment leads by geography, program interest, and stage to enable personalised outreach.
• Monitor and optimize funnel metrics at every stage to improve conversion rates.
• Leverage AI-driven tools for predictive lead scoring and tailored communication.

Data Analytics and Reporting

• Monitor performance metrics (CTR, CPL, CPA, enrollment conversion rates) and continuously optimize campaigns.
• Generate actionable insights to improve ROI and provide transparent reporting to universities and internal stakeholders.
• Stay ahead of algorithmic updates across digital platforms and adjust strategies accordingly.

Collaboration & Partnerships

• Work closely with internal business units (events, fairs, research, In-country representation) to align digital strategies with business goals.
• Build strong partnerships with digital platforms, AI vendors, and technology providers to access cutting-edge tools.

Qualifications

• Bachelor's degree in Marketing, Business Administration, or related field (Master's preferred).
• 8–10 years of experience in digital marketing for international markets, preferably in higher education or a related sector.
• Demonstrated success in SEM, geo-targeting, and brand-building campaigns.
• Proven ability to drive awareness-to-enrollment conversion.
• Expertise with Google Ads, Meta Ads Manager, SEO/SEM platforms, and advanced analytics tools.
• Strong familiarity with AI marketing tools (automation, predictive analytics, content creation, reporting).
• Excellent communication and storytelling skills, with the ability to understand and market university programs and differentiators.
• Strong project management and leadership skills with a track record of building lean, high-performance teams.