Sales & Marketing Manager

PRINCE OF WALES ISLAND INTERNATIONAL SCHOOL; Balik Pulau; On-site; MYR 100,000 - 150,000; Full time

Job summary

An international educational institution located in Penang is seeking a dynamic leader to oversee marketing and enrolment strategies. The ideal candidate will develop effective sales tactics, lead teams, and ensure brand visibility through innovative campaigns. This role requires engagement with families and schools to enhance recruitment outcomes while maintaining a commitment to child safeguarding. A hands-on approach and strong leadership skills are essential.

Responsibilities

• Develop and implement the annual sales and marketing strategy.
• Lead, mentor, and manage the marketing team.
• Present reports to senior leadership on marketing effectiveness.
• Monitor market trends and identify growth opportunities.
• Manage marketing and sales budgets efficiently.
• Utilise admissions funnels for strong conversion rates.
• Set enrolment targets in collaboration with leadership.
• Engage with families and feeder schools for recruitment.
• Ensure timely responses to enquiries.
• Use CRM systems to track leads and performance.
• Collaborate to support school recruitment initiatives.
• Oversee targeted marketing campaigns.
• Guide work on digital marketing efforts.
• Drive SEO/SEM strategies.
• Ensure brand consistency in communications.
• Create compelling content for digital platforms.
• Analyse marketing analytics for strategy adjustment.
• Represent the school at fairs and community events.
• Build relationships with media and community partners.
• Oversee logistics for internal and external events.
• Lead by example and maintain a performance-driven culture.

Job description

Specific responsibilities and expectations of this role

Strategic Leadership

1. Develop, implement, and evaluate the annual sales and marketing strategy, ensuring alignment with institutional goals.
2. Lead, mentor, and manage the team, providing clear objectives, coaching, guidance and undertaking performance reviews.
3. Present reports, insights, and recommendations to senior leadership on marketing effectiveness, sales pipelines, and enrolment progress.
4. Monitor market trends, competitor activities, and customer insights to proactively identify opportunities for growth and improvement.
5. Manage annual marketing and sales budgets, ensuring efficient allocation of resources and return on investment.

Sales & Enrolment Management

1. Utilise admissions funnels to ensure strong conversion rates at each stage of the process.
2. Set clear enrolment targets (enquiries, applications, offers, and conversions) in collaboration with senior leadership.
3. Personally engage with high-potential families, agents, consultants, and feeder schools, both in Malaysia and overseas, to strengthen recruitment outcomes.
4. Ensure the team provides timely, professional, and personalised responses to enquiries.
5. Use CRM systems to track leads, monitor conversion performance, and implement follow-up strategies.
6. Collaborate with academic and non-academic staff to support personalised school tours, info sessions, open days and other student recruitment initiatives.

Marketing & Communications

1. Oversee all marketing campaigns, ensuring they are targeted, creative, and effective in generating leads.
2. Guide and review the Marketing Executive’s work on digital campaigns (Google Ads, Meta, LinkedIn, email marketing).
3. Drive SEO/SEM strategies, website performance, and online visibility.
4. Ensure brand consistency and quality control across all visual and written communications.
5. Lead the creation of compelling content for social media, newsletters, blogs, press releases, and promotional collateral.
6. Analyse marketing analytics and digital performance data (Google Analytics, Meta Insights, CRM reports) to adjust strategies for maximum impact.

Public Relations & Events

1. Represent the school at local, regional, and international fairs, networking events, and community activities.
2. Build strong relationships with media, feeder schools, agents, and community partners to enhance visibility.
3. Oversee marketing presence and logistics for internal and external events, ensuring professional and impactful execution.
4. Act as a spokesperson for the school in external engagements where appropriate.

Leadership Expectations

1. Lead by example: combine strategic oversight with hands-on involvement in campaigns, events, and family engagements.
2. Build a performance-driven culture in the team with a strong focus on accountability, collaboration, and continuous improvement.
3. Provide professional development opportunities and mentoring for direct reports to grow their skills and confidence.
4. Maintain strong collaboration with other departments, ensuring alignment of messaging and delivery of an exceptional parent experience.

Note: At the Prince of Wales Island International Schools, we are committed to providing a safe environment for all children. To keep every child safe, a proactive safeguarding culture is encouraged, and all members of our community are expected to share this commitment.