Regional Brand Manager

Cognita Asia Holdings Pte Ltd; Singapore; Hybrid; SGD 90,000 - 120,000; Full time

Job summary

A leading company in international education is seeking a seasoned Brand Manager to elevate brand presence and marketing effectiveness across Cognita's schools in Asia. The role involves strategic leadership in brand implementation, integrated marketing strategy, and stakeholder collaboration to ensure alignment with global and local brand objectives. Ideal candidates should have significant experience in branding within the education sector and must possess strong cross-cultural communication skills.

Benefits

20 days annual leave

Medical insurance cover

Hybrid work environment

Qualifications

• 10+ years of progressive experience in brand, marketing, or communications.
• Experience in the international K–12 school sector preferred.
• Proficiency in English and an Asian language is a plus.

Responsibilities

• Lead brand strategy and marketing campaigns across Asia.
• Conduct market research to inform brand positioning.
• Monitor brand performance metrics to drive improvements.

Skills

Brand Strategy

Integrated Marketing

Cross-Cultural Communications

Stakeholder Management

Content Development

Market Research

Education

Bachelor’s degree in Marketing, Communications, Business, or related field

Tools

Adobe Creative Suite

CRM Platforms

Google Analytics

HubSpot/Dynamics

Job description

Position Objective

We are seeking a seasoned and strategic Brand Manager to lead and elevate brand presence, marketing effectiveness, and regional storytelling across Cognita international schools in Asia. The brand manager will bring deep expertise in brand strategy, integrated marketing, and cross-cultural communications—paired with a strong understanding of the international education landscape. This role will serve as a key. regional advisor and collaborator, driving alignment between global brand vision and local market execution.

Responsibilities:

Strategic Brand Leadership

• Champion the regional implementation of brand strategy, ensuring consistency while adapting to local market needs and cultural nuances.

• Collaborate with school leadership teams to define and develop each school’s brand identity - including market research, competitor analysis, brand positioning, USPs, visual identity, and messaging - with support from creative agencies.

• Serve as a brand guardian across Asia, guiding tone, visual identity, and messaging across all touchpoints, including digital, print, and physical environments.

• Provide leadership to both direct reports (e.g., graphic designers) and indirect stakeholders (ie. global, country, school level).

• Regularly audit and review brand assets across all media - including signage, digital materials, and marketing collateral to ensure consistency and quality.

• Partner with the global brand team to shape and elevate Cognita’s positioning as a trusted, premium education group.

Integrated Marketing Strategy

• Working alongside the regional digital and design teams to develop marketing campaigns that are on-brand.

• Collaborate with country marketing leads, admissions, academics, and leadership teams to align marketing with school priorities and milestones.

• Strategize campaign planning and execution across digital, social, print, and experiential channels.

• Facilitate knowledge sharing, campaign toolkits, and best practices across the region.

Market Intelligence & Brand Positioning

• Conduct in-depth market research to understand parent behavior, competitive positioning, and emerging trends in international education.

• Translate insights into actionable strategies that differentiate each school while reinforcing the group’s brand promise.

• Monitor competitor activity and regional benchmarks to inform positioning and messaging.

Performance Monitoring & Reporting

• Drive high-quality enquiry volumes and leads to meet or exceed enrolment targets for each school.

• Monitor and report on brand and campaign performance metrics, using data to identify opportunities and areas for improvement.

• Provide strategic insights and recommendations to enhance brand effectiveness and market positioning.

Reputation & Brand Equity Management

• Monitor school’s brand sentiment and reputation across digital platforms, media, and parent communities.

• Track brand equity metrics over time to assess brand health and perception.

Content & Creative Direction

• Oversee the development of high-impact content and creative assets that reflect the brand’s tone and values.

• Collaborate with internal teams and external agencies to produce regionally relevant marketing materials.

• Ensure content is optimized for digital platforms, mobile-first experiences, and multilingual audiences.

Position Requirements

• Experience in the international K–12 school sector or a deep understanding of parent decision-making in education is preferred.

• Proven track record of leading regional brand initiatives across diverse Asia markets is a must.

• Strong understanding of brand strategy, integrated marketing, and cross-cultural communications.

• Proficiency in tools such as Adobe Creative Suite, HubSpot/Dynamics, Google Analytics, and CRM platforms.

• Familiarity with multilingual content strategies and regional compliance (e.g., PDPA, GDPR).

• Ability to thrive in a matrixed, fast-paced, and mission-driven environment.

• Proficiency in an Asian language is a plus

• Excellent communication skills (both verbal and written) in English

• Exceptional stakeholder management, leadership, and presentation skills

• Strong organizational and time-management skills to manage multiple projects

• High level of professionalism, integrity, and attention to detail.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field.

• At least 10 years of progressive experience in brand, marketing, or communications—ideally in education, hospitality, or premium service sectors.

Contacts

• Internal stakeholders within Cognita Asia regional office

• Sales and Marketing teams in Asia schools and other school leadership teams

• Externalparties,consultantsandspecialists.

Working Conditions

• Based within the Regional office in Singapore

• Extended working hours to meet deadlines / regional or global meetings / attend events as required

• Ability to travel to schools as needed

• 20 days annual leave

• Medical insurance cover

• Hybrid work environment

The job holder’s responsibility for promoting and safeguarding the welfare of children and young person’s for whom s/he is responsible, or with whom s/he comes into contact will be to adhere to and ensure compliance with the relevant Cognita Safeguarding; Child Protection Policy and Procedures at all times. If in the course of carrying out the duties of the role, the job holder identifies any instance that a child is suffering or likely to suffer significant harm either at school or at home, s/he must report any concerns to the School’s Child Protection Officer/Designated Safeguarding Lead or to the Head or indeed to the Regional CEO so that a referral can be made accordingly to the relevant third party services.

For interested applicants, please submit your applications via the following link:

https://cognitapeople.csod.com/ux/ats/careersite/1/home/requisition/1359?c=cognitapeople&source=Jobstreet