Job Overview
-
USD
Month
- Address China
Shanghai | Non-Academic | Central Office
JOB TITLE
Head of Communications
DEPARTMENT
Wellington College China Central Office
SUPERVISOR
Group Director of Marketin
OBJECTIVES
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.
KEY RESPONSIBILITIES:
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 activations• Share and gather learnings and best practices, providing insight, provide strategic guidance in the development of WCC schools’ marketing annual plan
BASIC QUALIFICATION
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
EXPERTISE
• 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
PREFERRED APTITUDES
• 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
To apply for an advertised post, please click APPLY
to complete the online application.
to complete the online application.
