Head of Communications

Wellington College China

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Shanghai | Non-Academic | Central Office

Head of Communications
Wellington College China Central Office
Group Director of Marketin
We are seeking a Head of Communications to develop and implement Wellington College China’s integrated communication strategy (traditional, digital, and social media platforms) aiming to strengthen the brand and growth development of Wellington College China’s schools (Wellington and Huili).
This role is to achieve objectives of increasing awareness, engagement, actions (contribution to enquiries, intent to enrollment, positive word-of-mouth etc.) and advocacy through traditional media, social media and new media.
This role needs to understand how it ties into the overall marketing and communications, identify and evaluate insights, trends, and opportunities both within and outside of existing channels, write effective, concise copy for multiple platforms, websites, and social networks.
This role will be expected to work closely with the central office team as well as the local marketing teams to achieve strategic objectives.
Communication strategy
Develop and implement integrated communication strategy including goals, objectives, and success criteria for internal and external communications to ensure alignment and consistency across all channels
Develop and own the Wellington, Huili brand and Employer brand value propositions
Work with school-based Director/Head of Marketing to plan, deliver and measure communications plans for their schools in line with the Wellington College China’s strategic objectives
External Communication
Project manage the Wellington College China’s content strategy, creating compelling, relevant and timely communications materials for key owned media channels including social media, website and newsletters as well as pitched externally
Oversee and produce content plans and schedules for all year-round external communication activities through own media, paid media and earned media channels to achieve measurable results on brand awareness building and admission driven activities
Create and manage high quality content and news stories for external and internal platforms
Lead on content creation for annual group level publications
Establish strategic and operational relationships with key media/KOL contacts generating positive coverage in targeted markets meeting set ROI and KPI.
Produce media materials including press releases, opinion pieces, Q&As etc., respond to media enquiries, manage media tracking services, and manage and PR agencies appointed for specific projects
Research, monitor and share education market key hot topics and key competitor’s topics, new media platforms, trends, and industry opportunities
Collaborate with digital marketing team on social listening to generate learnings to optimise content planning
Internal Communication
Manage the brand image/language and communication style guide
Support on crisis management as directed by Senior Team including supporting the ongoing review of crisis communication strategy, manage crisis media relations and develop training to support school marketing teams
Provide engaging and competitively differentiating communications experiences, supporting Central office department to strengthen strong advocacy within Wellington College China’s immediate and wider communities
Produce internal communications (announcements, newsletters etc.), as required
Develop the parent’s communications strategy, set parent communications guidelines to support WCC schools
Support CO IT and digital marketing teams with developing the parent app framework to ensure that the platform is in place to deliver the strategy
Cross-functional teams’ collaboration
Partner closely with designated Head of Digital Marketing to develop key messages for digital campaigns and align to bring about new opportunities from owned and earned into paid activationsShare and gather learnings and best practices, providing insight, provide strategic guidance in the development of WCC schools’ marketing annual plan
Education: Bachelor’s degree or above
Major: Chinese, Journalism, Public relations, Mass Communications, Marketing or related field
Language: Native Chinese speaker and fluent in English
Working experience: A minimum of 8-year relevant experience with 5 years in management position
Solid knowledge and understanding with new media operations
Good at content marketing and operation work in vertical BBS, digital forums and communities
Solid experience in Chinese copywriting
Specialised in identifying the media development trend and interacting with the target audience through appropriate marketing communications platform
Has in-depth understanding of the market and be able to be creative in communication message as well as in communicating with the consumers
Familiar with internet media, KOL, magazines, newspapers, and TV, and have good media network in the education industry
Demonstrated skills in Excel and PPT for reporting and analysis work
Have high self-taught motivation to know advanced digital marketing tools during daily work
Proven ability to meet strict deadlines and maintain timelines and calendars
Good understanding in education is preferred, passionate about education is a must
Excellent communication and interpersonal skills, proven ability to communicate effectively with different types of people and in a cross-cultural environment
Good understanding of the Education industry
Ability to work in a fast-paced, task-focused, team environment involving technical and non-technical individuals
Passionate about building innovative features and working with the latest technology
Active collaborator (willing to share ideas and teach/learn from others)
Personal Integrity, accountability and credibility
Strong mindset for continuous improvement to meet or exceed expectations
A commitment to quality and attention to detail

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