Marketing Director

Job Overview

WU XING ACADEMY is seeking an experienced and commercially driven Marketing Director to lead the academy's brand development, student recruitment, marketing strategy and channel partnerships.

WU XING ACADEMY focuses on the education and study of traditional Chinese culture and Taoist-related knowledge, providing structured courses, workshops and learning programmes for adult learners.

The Marketing Director will be responsible for building the academy's market presence, developing effective student acquisition channels, establishing partnerships with external organisations and creating marketing strategies that support sustainable enrolment growth.

This position requires a strong understanding of branding, digital marketing, partnership development and education marketing, together with the ability to communicate traditional cultural subjects in a professional and accessible manner.

Key Responsibilities

Brand Strategy & Development

• Develop and implement the overall brand and marketing strategy for WU XING ACADEMY.
• Establish a distinctive and professional brand positioning for the academy.
• Develop consistent brand messaging across websites, social media, advertising, events and offline marketing materials.
• Promote the academy's educational philosophy, instructors, curriculum and cultural heritage.
• Develop marketing initiatives that make traditional Chinese cultural education accessible and relevant to modern learners.
• Monitor market trends and identify opportunities to strengthen the academy's brand presence in Singapore and overseas markets.

Student Recruitment & Enrolment Growth

• Develop student acquisition strategies for courses, workshops, seminars and other educational programmes.
• Build effective marketing funnels from initial awareness and enquiry through to course registration.
• Plan campaigns for introductory programmes, experience classes and advanced courses.
• Work closely with the admissions and customer service teams to improve enquiry-to-enrolment conversion.
• Analyse student profiles, enrolment patterns and customer feedback to improve recruitment strategies.
• Develop initiatives to encourage course progression, repeat enrolment and student referrals.

Channel & Partnership Development

• Identify, establish and manage student recruitment channels and strategic partnerships.
• Develop relationships with cultural organisations, education providers, community organisations, business associations and other relevant partners.
• Build referral partnerships with individuals and organisations that can introduce suitable prospective students.
• Develop cooperation models with overseas education and cultural organisations.
• Negotiate partnership arrangements and establish commercially sustainable student recruitment channels.
• Maintain long-term relationships with key recruitment and business partners.
• Monitor the performance and quality of different student acquisition channels.

Digital Marketing

• Develop and oversee digital marketing strategies across Google, social media, content platforms and other relevant channels.
• Lead SEO and content marketing initiatives to increase the academy's online visibility.
• Plan and manage paid advertising campaigns for courses and events.
• Develop landing pages and online enquiry funnels to generate qualified student leads.
• Monitor campaign performance, conversion rates, customer acquisition costs and marketing ROI.
• Continuously optimise digital marketing activities based on performance data.

Content & Social Media

• Develop an integrated content strategy covering traditional Chinese culture, educational topics, academy activities, instructors and courses.
• Manage the academy's social media presence and content calendar.
• Oversee the production of articles, short-form videos, course introductions, interviews and promotional materials.
• Ensure that cultural and educational content is communicated accurately, professionally and respectfully.
• Develop multilingual or international marketing content where required to reach different target markets.

Events & Community Engagement

• Plan and promote cultural seminars, workshops, public lectures, experience classes and academy events.
• Develop events as both brand-building and student acquisition opportunities.
• Identify suitable exhibitions, cultural events and community activities for academy participation.
• Build relationships with relevant cultural and educational communities.
• Coordinate with instructors and operations teams to ensure successful delivery and promotion of events.

Marketing Team & Performance Management

• Build, manage and develop the academy's marketing function.
• Establish clear marketing and student acquisition KPIs.
• Manage external agencies, designers, content creators, media partners and other vendors where required.
• Prepare and manage marketing budgets.
• Track marketing expenditure and evaluate return on investment.
• Prepare regular reports on brand development, lead generation, enrolment and channel performance for management.

Requirements

• Bachelor's Degree in Marketing, Business, Communications, Management or a related discipline is preferred.
• Relevant experience in marketing, business development, brand management, education or student recruitment.
• Experience in a marketing leadership or management position is preferred.
• Strong experience in developing partnerships, referral networks or student recruitment channels.
• Good understanding of digital marketing, social media, SEO, content marketing and lead generation.
• Strong commercial awareness and ability to translate marketing activities into measurable enrolment growth.
• Excellent communication, presentation, negotiation and relationship management skills.
• Ability to communicate effectively with students, instructors, partners and external organisations.
• Interest in traditional Chinese culture, Taoist studies or related cultural subjects will be an advantage.
• Experience in education, cultural organisations, training institutions or adult learning will be an advantage.
• Ability to work independently and lead multiple marketing and partnership initiatives simultaneously.

Key Performance Indicators

Performance may be measured based on:

• Qualified student enquiries generated
• New student enrolments
• Enquiry-to-enrolment conversion rate
• Development of new student recruitment channels
• Number and quality of strategic partnerships
• Revenue generated through partnership and referral channels
• Customer acquisition cost and marketing ROI
• Website and organic search growth
• Digital campaign performance
• Brand awareness and social media growth
• Course progression and repeat enrolment
• Performance of cultural events, workshops and experience classes

What We Offer

• Senior marketing leadership role within a growing cultural education organisation.
• Opportunity to develop the WU XING ACADEMY brand in Singapore and international markets.
• Opportunity to build student recruitment and strategic partnership networks from an early stage.
• Exposure to traditional Chinese cultural education and adult learning programmes.
• Opportunity to develop innovative ways of presenting traditional knowledge to modern audiences.
• Performance-driven career development opportunities.

WU XING ACADEMY welcomes experienced marketing professionals who combine strong commercial capabilities with an appreciation for education, culture and long-term brand development.