Marketing Supervisor

About Role

Dehong believes that each employee makes a significant contribution to our success and that the assigned responsibilities should not limit contributions.

Therefore, this job description is designed to outline primary responsibilities but not limit the employee or Dehong to only the work identified. It is the expectation of the school that each employee will offer their services wherever and whenever necessary to ensure the success of our organisation.

Our School

Dehong Shanghai International Chinese School is the first Dehong school in China, located in Minhang District. It opened in September 2017 and now has over 1,000 students across its Elementary and Secondary Schools.

In 2023, the school expanded into its newly built Phase II campus, featuring first-class facilities. These include collaborative learning areas as well as dedicated spaces for the performing arts, sports, STEAM, and innovation. The expansion enables Dehong Shanghai to grow into a school for 1,500 students, with boarding capacity for more than 900 students on campus.

Job Responsibilities

Job Description

• Increase awareness, perception, and advocacy of Dehong Shanghai in the wider market through planning, executing, and optimising multi-channel marketing campaigns, ensuring consistency with the Dehong brand.
• Develop and implement online/offline marketing initiatives that drive lead generation and support enrolment conversion.
• Manage the digital marketing direct report and oversee Dehong digital channels (social media, website, GEO/SEO/SEM/SMM), including performance tracking and A/B testing.
• Ensure timely delivery of high-quality materials and campaigns to increase leads, awareness, and advocacy.
• Work closely with the larger Dehong AMX team and the China AMX function to foster collaboration and align local campaigns with group strategy.
• Generate leads for enrollment as a result with success measures (Key Metrics) as below:
• Monthly enquiry volume by channel
• Cost per lead (CPL) for paid campaigns
• Lead-to-visit / lead-to-event conversion rate
• Marketing-qualified lead (MQL) to admissions-qualified lead (AQL) ratio

Marketing Strategy & Campaign Management

• Support the Head of Admissions and Marketing to establish and execute a marketing strategy, including an annual marketing plan, media strategy, and KOL/partnership cooperation.
• Use local market insights, admissions data, and audience segmentation to guide channel selection and campaign optimisation.
• Monitor competitor positioning, demographic trends, and parent expectations to inform strategic recommendations.
• Produce monthly updates on ongoing and completed projects, ensuring accurate and timely records.
• Support the admissions team to deliver online and offline events that drive parent engagement and conversion.
• Analyse local marketing channels based on personas, cost-effectiveness, and impact to select the most effective for target audiences.

Digital Marketing & Performance Optimisation

• Lead the development of school-level digital and channel strategy, aligned with group priorities and school enrolment targets.
• Manage the Digital Marketing Specialist in key areas (SEO, SEM, SMM, AI-enabled content tools) to successfully execute digital initiatives.
• Track and evaluate marketing performance using data and insights; refine campaigns to improve engagement, conversion, and ROI.
• Continuously improve Dehong's social presence across digital platforms, including livestreaming and emerging channels.

Brand Custodianship, Content & Asset Management

• Act as brand steward, overseeing all brand usage across physical and virtual mediums, ensuring alignment with EiM brand standards.
• Content Strategy: Ability to plan a content calendar, repurpose assets across channels, and tailor content to different audience personas (parents, students, alums.
• Develop and oversee high-quality, engaging content tailored to target audiences, maintaining consistent brand messaging.
• Lead storytelling initiatives (student success, academic excellence, community life) across digital and experiential channels.
• Deliver marketing collateral (video, brochures, posters, flyers) to support admissions conversion.
• Provide proofreading, copywriting, editing, and information collection support.
• Maintain both digital solution and stock systems for Marketing brochures and Marketing collateral.
• Maintain an image library (photos and video) and an archive of school news and media celebrating achievements.

Job Responsibilities - Continued

Strategic Partnerships & External Engagement

• Translate group-level partnership strategy into a locally relevant plan.
• Research, identify, and propose appropriate partners (e.g., relocation agents, chambers of commerce, corporate partners) aligned with Dehong's stakeholder map; coordinate approvals with EiM and CLT.
• Develop and plan partnership programmes with clear metrics to track effectiveness and lead generation.

Reputation Management

• Take responsibility for reputational issues, supporting the line manager in managing sensitive communications and maintaining a positive brand image across public channels.

Team Management & Professional Development

• Guide and support the professional growth of the direct report (Digital Marketing Specialist) through regular feedback, goal setting, and access to training opportunities.

Other Duties

• Support major school events through marketing planning, content creation, and brand management; work flexible hours (including occasional evenings/weekends) as required.
• Undertake any additional responsibilities reasonably requested by the line manager.

Skills and Experience Required

• Experience: 6–8 years of marketing or marcomms experience.
• Language: Native Mandarin, with fluency in spoken and written English.
• Attitude: Hard-working, good communicator, strong team player; able to build relationships across departments and cultures.
• Digital Expertise: Strong understanding of Chinese digital ecosystems (social media, GEO/SEO/SEM, performance tracking, audience engagement strategies) – essential.
• Content & Creative: Skills in design, writing, or video production are highly desirable; excellent attention to detail.
• Sector Knowledge: Understanding of Chinese schools and education systems is a plus.
• Strategic & Analytical: Proven ability to use data to drive decisions, monitor competitors, and optimise conversion pathways.

Safeguarding Statement

Our College/School is committed to safeguarding and promoting the welfare of all the students in our care and expects all applicants to share this commitment. We follow safe recruitment practices, which are aligned to the recommendations of the International Task Force on Child Protection. We hold ourselves to a high standard of effective recruiting practices with specific attention to child protection. All appointments are subject to an interview, identity checks, criminal record checks, successful references, possible social media checks, as well as due visa and work permit process as required by Chinese law.

Equity Diversity Inclusion Statement

EiM is committed to diversity within its team, organisational practices, policies and culture. It recognises that people with different backgrounds, skills, attitudes and experiences bring fresh ideas and perceptions, and it encourages and leverages these differences to make its work more relevant and approachable. EiM will not discriminate or tolerate discriminatory behaviour on any grounds such as, but not limited to, race, gender, disability, nationality, national or ethnic origin, religion or belief, marital/partnership or family status, sexual orientation, age or socioeconomic background. EiM strives to be an inclusive workplace where everyone feels a sense of belonging, has a voice, can raise concerns, and feels comfortable and confident. It expects everyone who works with it to share this commitment and to act accordingly, as it aspires to best serve the EiM mission and its community.