Marketing Director, Strategy & Branding

AISL Harrow Schools; Hong Kong; On-site; HKD 900,000 - 1,300,000; Full time

Job summary

You will partner with the Director of Digital & Analytics and School Marketing Enablement to translate brand strategy into measurable demand, protect brand equity, and drive enrolment growth across AISL’s Asia network.

Qualifications

• Degree in marketing or related field with strong leadership experience.
• Proven track record in strategic brand leadership across Asia.
• Expertise in market segmentation, governance, and macro campaigns.
• Ability to turn data into actionable business plans.
• Excellent stakeholder management and cross-functional collaboration.
• Strong English, Putonghua, and Cantonese communications.

Responsibilities

• Develop and deploy Group-wide strategic marketing frameworks.
• Define personas and segmentation to reach premium families.
• Architect macro campaigns and align 4Ps across schools.
• Lead market research and brand health initiatives.
• Collaborate with Digital & Analytics and Enablement teams.
• Ensure brand strategy translates into measurable demand and enrolments.
• Drive organic brand demand and share of voice across regions.

Skills

Strategic marketing leadership

Market segmentation

Campaign architecture

Brand governance

Stakeholder management

Cross-functional collaboration

Data-driven planning

Multilingual communication

Budget management

Education

Bachelor's degree in Marketing or related

Tools

Market research tools

CRM software

Job description

Reporting Line: Group Director, Marketing & Communications

Location: Hong Kong

About Us: Asia International School Limited (AISL)

Asia International School Limited (AISL) is a leading provider of premium K-12 education in Asia, operating the prestigious AISL Harrow family of schools across Thailand, Hong Kong SAR, Mainland China, and Japan. Bringing over 450 years of educational heritage from the UK to dynamic Asian markets, we blend traditional British excellence with modern innovation. Joining our headquarter team means becoming a key architect in shaping future-ready education and inspiring the next generation of global leaders.

Role Overview

This high-impact headquarter position offers a unique opportunity to shape the future of a premier educational group. As the Marketing Director, Strategy & Branding, you will define our overarching market positioning and build brand strategies to engage premium demographics across Asia.

Operating at the intersection of heritage and innovation, you will lead the architecture of core value propositions, customer segmentation, and macro-campaign structures. Your work will directly protect brand equity, elevate organic brand demand, and drive high-quality enrolment growth across our entire school network.

Key Responsibilities

• Strategic Frameworks & Positioning: Develop and deploy Group-wide strategic marketing frameworks. Craft compelling, differentiated core value propositions and brand messaging blueprints (e.g., Value Proposition Playbooks, Persona Definitions)
• Precision Segmentation: Define, map, and continuously refine customer personas and market segmentation matrices. Ensure the overarching strategy engages high-intent, premium families, driving a high target persona match rate across the network.
• Macro Campaign Architecture: Architect Group-led, top-of-funnel brand campaigns and align the 4Ps across the school network, ensuring brand equity is protected while setting the foundation for localized performance marketing.
• Market Intelligence & Brand Health: Drive advanced market research, consumer intelligence, and social listening initiatives to identify competitive shifts, elevating the Group's share of voice and brand sentiment against key premium competitors.
• Matrix Collaboration & Alignment: Act as a critical strategic partner to the Director of Digital & Analytics and the Director of School Marketing Enablement. Ensure all brand strategies seamlessly transition into measurable demand generation and high-conversion localized school toolkits.
• Commercial Accountability: Participate actively in the Group's new governance cadence. Establish common funnel definitions, lead monthly performance reviews, and drive quarterly strategic reviews of channel mix and market priorities to ensure brand strategy directly correlates with enrolment outcomes.
• Organic Brand Demand: Drive year-over-year growth in organic/direct branded search volume and direct website traffic.
• Target Persona Match Rate: Increase the percentage of overall group/school enquiries that match defined, ideal target personas.
• Brand Health & Share of Voice: Measurable improvements in brand awareness, positive sentiment, and SOV in target regions.

Requirements

• Degree holder with over 15 years of marketing/ branding experience with at least 8 years in leadership roles.
• Proven track record in a strategic brand leadership or director role with experience in China and Asia. Experience in launching new brands.
• Deep expertise in market segmentation, corporate brand governance models, consumer insights metrics, and macro campaign architecture.
• Strong ability to build compelling strategic narratives and turn complex data into actionable business plans.
• Outstanding stakeholder management, cross-functional collaboration capabilities, and a proven ability to manage and grow professional teams.
• Strong communications skills in English, Putonghua and Cantonese (written and spoken) with excellent interpersonal skills.
• Innovative and persistent in creating and launching new projects;
• Outstanding organisational skills and multitasking; being flexible to handle ad hoc requests with excellent time management skills; able to work outside of office hours;
• Excellent budget and finance management.
• Experience working in the education section is an advantage.
• Experience working in mainland China is preferred.