WALL STREET ENGLISH ★ 3.1

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About the job:

Asia Strategic Holdings Ltd. (LSE: ASIA) is an independent developer and operator of consumer businesses in Emerging Asia, specifically Vietnam and Myanmar, two of the world's fastest-growing economies.

The company's portfolio focuses on Education (Wall Street English, Auston University, Yangon American, Kids&Us School of English, Logiscool) and Services (EXERA and Ostello Bello).

Asia Strategic Holdings leverages its deep market expertise and strategic vision to create long-term value and foster sustainable growth across the region.

Join our team as a Group Marketing Director, leading the development of innovative, high-impact marketing strategies across diverse markets. If you're a strategic thinker with proven leadership skills and a passion for driving results, this is the role for you.

The Group Marketing Director lead’s the Group's internal marketing shared service function, which operates like a marketing agency, delivering end to end marketing solutions to our diverse portfolio of education and service businesses across multiple countries.

Duties and Responsibilities:

• Strategic Leadership:

- Group-wide Strategy Development: Create and drive a cohesive marketing strategy that aligns with both global and regional business objectives, ensuring adaptability and scalability across all markets.

- Team Leadership: Inspire and guide the internal marketing team to deliver innovative, high-impact marketing solutions tailored to the needs of each business unit.

- Goal Setting & Performance Monitoring: Establish clear strategic goals and performance metrics, providing regular updates and actionable insights to the executive team to support informed decision-making.

- Market Intelligence: Analyze market trends and competitor activities to anticipate challenges and uncover new growth opportunities, ensuring the Group remains competitive and forward-thinking.

• Connectivity & Synergy:

- Cross-Functional Integration: Break down silos and enhance collaboration between the marketing service and business units to ensure a seamless integration of marketing strategies.

- Standardized Processes: Develop and implement standardized processes and tools to promote consistency and efficiency in marketing activities across all regions.

- Knowledge Sharing: Facilitate cross-functional meetings and workshops to share best practices and insights, driving alignment and continuous improvement across regional teams.

- Technology Integration: Utilize advanced technology and data analytics (incl. AI tools) to enhance communication and coordination between the shared service and local marketing teams, promoting a group-wide approach.

• Performance Optimization:

- Strategic Performance Framework: Develop and implement a comprehensive performance optimization framework that integrates key metrics such as Customer Acquisition Cost (CAC), Return on Investment (ROI), and Customer Lifetime Value (CLV). Utilize this framework to assess and enhance the effectiveness of marketing strategies across all business units, ensuring alignment with overarching business goals.

- Data-Driven Insights: Leverage advanced analytics to gain deep insights into critical performance indicators, including Conversion Rate (CR), Cost Per Lead (CPL), and Click-Through Rate (CTR). Use these insights to drive data-informed decision-making, optimize marketing campaigns, and improve ROI by continuously refining targeting, messaging, and channel strategies.

- Customer-Centric Strategies: Focus on improving key customer-related metrics such as Churn Rate, Marketing Qualified Leads (MQLs), and Net Promoter Score (NPS). Implement targeted retention strategies and personalized marketing efforts to enhance customer satisfaction and loyalty, thereby increasing Customer Retention Rate (CRR) and Lifetime Value (LTV).

- Holistic Performance Management: Utilize existing dashboards to continuously track and evaluate marketing performance across all key metrics. Focus on optimizing critical areas such as reducing Cost Per Acquisition (CPA) and enhancing Revenue Per Lead (RPL). Leverage the system’s analytical capabilities to regularly review and interpret performance data, identify emerging trends, address potential issues, and implement strategies for ongoing improvement and effectiveness.

-Synergy and Integration: Promote synergy between marketing functions and regional approaches to streamline processes and reduce inefficiencies. Ensure that performance metrics are consistently applied and understood across all teams, enabling a group wide approach to achieving marketing and business objectives.

• Capability Development:

- Culture of Innovation: Promote a culture of creativity and experimentation within the marketing team, encouraging innovative approaches and new technologies to stay ahead of industry trends.

- Talent Management: Develop and execute a comprehensive talent management strategy to attract, retain, and develop top marketing talent across all regions, building a high-performing team.

- Continuous Learning: Champion ongoing learning and professional development, providing access to industry resources, certifications, and best practices to drive innovation and excellence.

• Regional Coordination:

- Strategic Alignment: Work closely with Country Heads of Marketing and Marketing Managers to ensure that regional strategies are aligned with the Group’s overall marketing objectives and priorities.

- Local Support: Provide strategic guidance and support to local marketing teams, helping them effectively execute the Group’s marketing strategies and adapt them to local market conditions.

- Knowledge Sharing: Facilitate the exchange of knowledge and insights between regional teams to leverage local expertise and drive collective success.

- Performance Evaluation: Monitor and assess regional marketing performance, offering recommendations and strategies to enhance effectiveness and achieve Group-wide goals.

• Budget Management:

- Budget Oversight: Oversee the development and management of the marketing budget for the shared service function, ensuring optimal resource allocation and cost control.

- Financial Analysis: Conduct regular budget reviews and performance analysis to identify areas for cost optimization and strategic investment.

- Financial Controls: Implement financial controls and reporting mechanisms to track marketing expenditures, ensuring alignment with strategic objectives and budgetary constraints.

- Resource Optimization: Maximize the efficiency of marketing technology and tools to enhance ROI and streamline operations.

• Stakeholder Engagement:

- Internal Relations: Build and maintain strong relationships with key internal stakeholders, including senior leadership and business unit heads, to ensure support and alignment for marketing initiatives.

- External Representation: Represent the Group in external engagements, industry forums, and conferences to enhance the Group’s marketing presence and thought leadership.

- Transparent Communication: Effectively communicate marketing performance and strategic initiatives to stakeholders, fostering transparency and trust.

- Feedback Integration: Gather and incorporate feedback from stakeholders to continuously refine and improve marketing strategies and execution.

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Qualification and Experience

• Minimum Academic Requirement: Bachelor
• Major Subject: Marketing, Branding & Communication, Digital Marketing, Market Research, Media, Event Planning, Business, Journalist, or relevant majors
• Strategic Planning: Proven experience in setting and achieving strategic marketing goals. Demonstrated ability to conceptualize, develop, and execute high-quality branding and marketing strategies that align with business objectives.
• Industry Knowledge: Experience in the education industry is a plus, but not mandatory. Understanding global marketing dynamics and cultural nuances is essential.
• Innovation: Creative and resourceful in developing innovative ideas and strategies to enhance marketing effectiveness and drive business growth.
• Collaborative Attitude: Strong team player with a collaborative approach to problem-solving and project execution. Strong leadership skills with the ability to inspire, coach, and grow a marketing team.
• Decision-Making: Capable of making informed and sensible decisions in a fast-paced and dynamic environment.
• Pressure Management: Proven ability to work effectively under pressure and adhere to tight deadlines without compromising quality.
• Organizational Values: High level of commitment to the principles of organizational development and alignment with the company’s core values and mission.
• Proficiency with CMS platforms, Meta Business Suite, Google Analytics, and marketing automation tools.
• Experience working with CRM systems, SEO tools, and data analytics platforms.
• A results-oriented mindset with a passion for innovation and creativity.
• Excellent English language proficiency with strong communication and collaboration skills.