Regional Marketing Senior Manager
International Schools Partnership · Petaling Jaya
Job Description
Purpose of Role
The Regional Marketing Senior Manager provides strategic marketing leadership across schools in the region, overseeing the development and execution of integrated marketing strategies that drive brand growth, enrolment objectives, and commercial outcomes. The role translates parent and consumer insights, market dynamics, marketing performance data, and admissions pipeline priorities into an integrated, omni-channel marketing strategy, execution plan, calendar and budget allocation for the region and each individual school.
This role is responsible for aligning Regional/Group marketing strategies with school marketing initiatives, building brand strategy, positioning, messaging, differentiation and value propositions across International and National school streams. Working closely with Marketing Leads and school teams, the role drives execution of the regional marketing strategy on the ground.
Success in this role requires strong strategic and commercial acumen, broad marketing skill sets, and the application of a portfolio-based approach to marketing strategy, balancing individual school needs with regional business priorities and growth objectives. The Regional Marketing Senior Manager must effectively collaborate with multiple stakeholders including Marketing Leads, Divisional and Group marketing leadership and Regional Sales and Admissions Leadership, leverage data-driven insights to provide clear strategic recommendations to stakeholders, and provide leadership that strengthens brand presence, market competitiveness, and student enrolment outcomes across the region.
About ISP Malaysia
One of the leading education groups in Malaysia, ISP Malaysia operates the Tenby Schools, Asia Pacific Schools and Straits International Schools. Our nine schools are strategically located in the developed areas of Klang Valley in Selangor, Perak, Penang and Johor.
Our schools in Malaysia follow the international school curriculum comprising IGCSE and A-levels, starting at the kindergarten level, while 5 of the schools also offer the Malaysian National Curriculum. With over 8,000 students, we have a 60-year history of providing education to students in the country and have gained a reputation for excellence and high standards in education.
We champion a transformative approach to learning that goes beyond the classroom. By igniting our students' curiosity and growing their self-confidence, we empower them to become the next generation of changemakers.
ISP Malaysia is part of ISP, a global community of over 100 international schools across more than 20 countries.
Key Benefits
A culture of engagement and trust, where staff contributions are recognised and valued.
A passionate and motivated team of professionals who put children at the heart of decision-making.
An embedded commitment to professional development and employee well-being.
Access to expertise, best practice sharing and learning opportunities across countries and cultures.
Competitive remuneration.
School fee discount for children of employees.
Medical outpatient and insurance benefits.
Flexible working arrangements.
Regional Marketing Senior Manager – Key Responsibilities
Consumer & demand insight: Build a clear understanding of parent and consumer behaviour, catchment area dynamics, and the distinct needs of each school and the wider portfolio, to identify and prioritise high-intent demand opportunities.
Integrated marketing strategy & planning: Build an omni-channel integrated marketing strategy, execution plan, calendar and budget allocation (online and offline) for the region and each individual school, benchmarked against regional costs and industry standards.
Full-funnel demand management: Take ownership of the customer journey funnel from awareness through to high-intent demand and conversion, ensuring each stage is resourced, sequenced and measured.
Brand strategy & positioning: Build clear brand strategy, positioning, messaging, differentiation and value proposition for both International and National streams across the portfolio.
Execution through Marketing Leads: Work with Marketing Leads and school teams to translate the regional strategy into local execution, providing direction, review and support.
Regional performance intelligence & reporting: Continuously analyse marketing performance and admissions/sales pipeline data across every school in the region. Produce and present insight reports for Regional/Group leadership, clearly communicating key findings, business implications, and recommended actions.
Cross-school prioritisation: Determine regional resource allocation, budget investment and campaign priorities based on comparative school performance, identifying underperforming or high-risk schools requiring intervention.
Marketing toolkit & shared learning: Develop a shared marketing toolkit and playbooks that can be quickly adapted across schools. Create forums for shared learning and best-practice exchange across the region.
Stakeholder & agency management: Effectively manage external and internal stakeholders across the Divisional, Regional and School structure. This includes Marketing Leads, Divisional and Group marketing leadership, and Sales & Admissions leadership, and Malaysia-based agencies (brand, PR, communications).
Escalation & risk management: Identify high-risk schools early against enrolment pace and lead a rapid, cross-functional remediation response with the relevant Marketing Lead and school leadership.
Core KPIs
Marketing contribution to enrolment growth against targets at both school and regional levels, including qualified demand and timely intervention against identified performance gaps.
Improvement in lead-to-qualified lead (QL) conversion rates.
Timely and effective intervention to improve performance in high-risk schools.
Adoption and measurable impact of strategic recommendations delivered by Marketing Leads.
Effective utilisation of the regional marketing budget to achieve ROI objectives.
Leadership and Marketing Lead satisfaction with strategic direction and support.
Line management
The Regional Marketing Senior Manager reports to the Regional Director of Sales & Admissions, with a dotted reporting line to the Divisional Director of Marketing and Growth.
Qualifications and Experience
Bachelor’s Degree in Marketing, Business or any other related field.
Minimum of 7 years in marketing, including experience in a strategic, portfolio-level or generalist regional capacity.
Proven experience building integrated, omni-channel marketing strategies and plans across multiple sites or brands.
Experience partnering directly with sales or admissions leadership on pipeline-driven decisions.
Multi-school and multi-market experience, with the ability to take a regional, portfolio-wide perspective.
Experience influencing or managing marketing managers/leads.
Experience working with agencies in Malaysia (brand, PR, communications, etc.).
Proven experience managing budgets and driving ROI across multiple schools, sites, or brands.
Experience in the private education sector is highly valued.
Hard Skills:
Integrated Marketing Planning: Ability to build omni-channel strategies, execution plans, calendars and budgets across a portfolio of schools.
Brand and Positioning Development: Ability to develop distinct brand positioning, messaging and value propositions across curriculums and streams.
Funnel and Demand Generation Knowledge: Strong understanding of the conversion funnel, with keen understanding on prioritising investment across the funnel to drive conversion.
Budget and ROI Management: Ability to allocate and benchmark budgets across schools and channels against regional costs and industry standards.
Agency and Vendor Management: Experience briefing and managing external agencies (brand, PR, communications), ideally within Malaysia.
Generalist Marketing Breadth: Comfortable operating across brand, content, digital and offline channels without needing deep technical or specialist expertise.
Soft Skills:
Strategic Judgement: Ability to identify critical priorities across a diverse portfolio and influence stakeholders through evidence-based decision-making.
Stakeholder Influence: Ability to align Marketing Leads and school leaders around shared priorities, driving outcomes through influence, sound judgement, and evidence-based recommendations.
Communication: Ability to distil complex data from schools and brand strategies into clear, concise, and actionable recommendations for leadership.
Decision-Making: Experienced in making timely prioritisation and resource allocation decisions in a fast-paced environment, often with incomplete information.
Resilience: Able to maintain strategic focus and champion regional priorities while constructively managing differing stakeholder perspectives.
Stakeholder Management: Proven ability to manage and influence diverse stakeholders, including Marketing Leads, school leadership teams, Divisional and Group leaders, and agency partners, while maintaining momentum and alignment.
ISP Principles
Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding
and Health & Safety issues and acting and following up on all concerns appropriately.
Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.
Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.
Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.
Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.
ISP Commitment to Safeguarding Principles
ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.
ISP Commitment to Diversity, Equity, Inclusion, and Belonging
ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.
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