Job Description

I.  Job Purpose :

We are looking for a strategic and performance-driven Head of Marketing to lead and oversee the entire Marketing function, including Brand, Digital, and Telemarketing teams.

This role is responsible for building a unified marketing system that drives brand reputation growth, lead generation, and customer acquisition, while ensuring strong collaboration across departments to support business expansion and enrollment targets.

Head of Marketing must demonstrate strong expertise in customer journey management, deeply understanding parents'and students'need and decision-making process, and leveraging that insight to design meaningful engagement across all touchpoints.

II.  Main Responsibilities:

1. Marketing Strategy:

• Develop and lead the overall marketing strategy aligned with company growth targets and enrollment goals within approved budget to ensure optimal CAC
• Define clear annual, quarterly and monthly marketing priorities across Brand, Digital, and TMK functions.
• Ensure marketing initiatives contribute directly to:

+ Lead generation growth

+ Customer acquisition efficiency

+ Brand awareness and preference

• Analyze education market trends, competitor landscape, and customer behavior to guide strategic direction & decision-making.

2. Brand strategy & customer understanding

• Oversee the full Brand team including Content, Creative, and Offline Branding to deliver unified and user-centric campaigns across all touchpoints.
• Lead the development of brand strategy, including positioning, messaging, and alignment with business goals.
• Ensure consistent and authentic brand communication by translating YOLA's brand heritage and customer insights into all digital and offline touchpoints.
• Strengthen brand positioning to build trust, increase referrals, and enhance long-term customer loyalty.
• Ensure marketing activities reflect strong product understanding and real customer value.
• Drive experiential marketing initiatives to enhance customer engagement and brand visibility.

3. Partnership & Market Development:

• Develop and maintain relationships with strategic partners including schools, universities, corporate partners, and community organizations.
• Identify partnership opportunities that enhance brand visibility and support lead generation.
• Expand referral and partnership channels to strengthen market presence and customer acquisition.

4. Digital, lead generation and Budget Management:

• Lead and oversee digital performance across multiple channels, including Facebook, Google (Search & Display), AI Search, SEO, TikTok, Zalo, and other advertising networks
• Ensure effective integration between digital marketing and telemarketing for lead conversion
• Optimize marketing investment to maximize ROI and cost efficiency
• Oversee end-to-end customer journey performance from awareness to enrollment, ensuring optimal conversion at each stage
• Monitor key marketing performance indicators as CPL, CPD, CAC and lead-to-enrolment conversion rate at each stage of customer journey.
• Track marketing performance using dashboards and analytics tools to understand insights and translate into actionable improvements.
• Develop and manage marketing budgets aligned with business priorities, monthly tracking to align with the committed CAC target

5. People Management

• Directly manage Brand Manager, Digital Leader, and TMK Manager to ensure alignment and performance across all marketing functions
• Provide effective coaching to develop the staff and build the talent pool for the organization.

6. Others:

• Understand key performance metrics and tracking tools for market research, forecasts, competitor analyses, campaign results, and consumer trends, and translate results into actionable insights for marketing team.
• Drive innovation in marketing strategies and campaign execution.
• Encourage data-driven testing (A/B testing, pilot campaigns).
• Adopt new marketing technologies and tools to enhance team productivity.
• Maintain full visibility of marketing performance and provide timely and accurate reporting to senior leadership
• Perform other duties assigned by COO as required

III. Key Requirements:

• Minimum 7–10 years of marketing experience (especially in Performance Marketing), preferably in B2C services or education
• Strong expertise in brand strategy development
• Strong understanding of digital marketing ecosystem.
• Strong strategic thinking and business alignment capability.
• Excellent leadership and people management skills.
• Ability to translate data into actionable insights
• Data-driven decision-making mindset
• Strong stakeholder management and communication skills
• Strong change management and continuous improvement capability
• Excellent communication skills, strong attention to detail, and effective time management skills
• Customer-centric thinking
• Results-driven mindset
• Growth mindset and adaptability
• Collaborative leadership style
• 
  Strong accountability and ownership
• Fluent in English (verbal and written)