Job Description - Director of Marketing

Company: MEEPL Services Pte. Ltd.
Location: Singapore
Reporting to: Managing Director / Executive Team
Scope: Group of International Schools in Singapore
Curriculum Context: British curriculum and IB schools

Role Purpose

MEEPLServices Pte. Ltd. is seeking an accomplished and strategically minded Directorof Marketing to lead the marketing function across a group of internationalschools in Singapore. This is a senior leadership role requiring deep expertisein international education marketing, enrolment growth, brand development, andstakeholder engagement across diverse cultural and educational contexts.

TheDirector of Marketing will serve as a strategic bridge between Marketing,Admissions, School Leadership, Community Outreach, and External Partnerships,ensuring that all marketing activity is commercially sound, academicallyaligned, and reflective of each school’s positioning, values, and aspirations.

Therole is designed for a highly experienced professional who brings substantialprior exposure across multiple international markets, with a sophisticatedunderstanding of the expectations of internationally mobile families, local andexpatriate parent segments, and the competitive dynamics of premium education.The successful candidate will ideally have worked across early years, K to 12schools, and or higher education groups, and must be capable of shapingintegrated strategies for schools operating within British and IB curriculumframeworks.

Thisappointment is pivotal in strengthening brand visibility, driving sustainableenrolment growth, refining the family journey from awareness to conversion, andensuring that the schools under management are positioned with clarity anddistinction in a competitive international education landscape.

Key Responsibilities

1. Strategic Marketing Leadership

• Lead and own the group marketing strategy for the portfolio of international schools managed by MEEPL Services Pte. Ltd. in Singapore.
• Develop annual and medium-term marketing plans aligned with enrolment objectives, market positioning, brand priorities, and school growth ambitions.
• Advise senior leadership and Heads of School on market positioning, competitive context, campaign priorities, and strategic brand direction.
• Shape market-specific approaches for Singapore-based families as well as overseas prospect markets, particularly South Asia, Middle East, APAC.
• Ensure that each school’s marketing approach reflects its curriculum, ethos, academic proposition, and target family profile.

2. Enrolment Growth and Admissions Alignment

• Work closely with Admissions leadership to strengthen enquiry generation, lead quality, conversion performance, and parent engagement across the admissions funnel.
• Design integrated enrolment marketing strategies that support both mature and developing markets.
• Oversee full funnel planning from awareness, lead generation, and nurture to consultation, school visit, application, offer, and enrolment.
• Introduce more robust reporting frameworks to assess source quality, response times, consultation effectiveness, and admissions conversion trends.
• Support the development of family-centric communications and consultation journeys that reflect the expectations of premium education audiences.

3. Multi-Market and Regional Expertise

• Apply prior professional knowledge of international markets (South Asia, Middle East, APAC) to shape marketing strategies that are locally relevant and commercially effective.
• Contribute insight into parent decision-making patterns, relocation trends, schooling priorities, curriculum preferences, and cross-border enrolment considerations.
• Guide the organisation in reaching families from different cultural and educational backgrounds with sensitivity, clarity, and credibility.
• Support outreach efforts and strategic market development across key international corridors relevant to Singapore-based international schools.

4. Brand Positioning and Group Marketing Management

• Lead brand stewardship across the school portfolio, ensuring strong and consistent brand presentation while respecting the distinct identity of each school.
• Develop positioning frameworks, messaging architecture, and value proposition narratives for schools operating within the British curriculum and IB contexts.
• Ensure clarity in how each school’s academic strengths, pastoral care, outcomes, and community proposition are articulated to families and partners.
• Strengthen group-level visibility while ensuring school-specific storytelling remains authentic and differentiated.

5. Campaign Planning and Performance Marketing

• Lead the planning and execution of integrated campaigns across digital, content, events, outreach, public relations, and partnership channels.
• Oversee digital performance marketing, including paid media, SEO, content journeys, website optimisation, and lead generation strategy.
• Work closely with internal teams and agency partners to ensure campaigns are insight-led, well structured, and measured against clear commercial outcomes.
• Establish disciplined campaign review cycles with clear recommendations for optimisation and budget allocation.
• Ensure that reporting is meaningful, timely, and aligned with leadership expectations.

6. Content, Storytelling and Reputation Building

• Lead strategic content initiatives, including school storytelling, campaigns, interviews, photography, video production, blogs, social content, brochures, and thought leadership.
• Work with academic and school leadership teams to identify meaningful stories, academic differentiators, programme highlights, and community moments worth amplifying.
• Oversee public relations planning, including media engagement, press releases, editorial opportunities, and reputation-strengthening initiatives.
• Ensure that all external communications uphold the standards expected of premium international schools.

7. Community Outreach and External Representation

• Represent the group and its schools at high-profile events, open houses, community activations, education fairs, and partnership meetings where required.
• Build strong working relationships with prospective families, relocation communities, educational consultants, and relevant third-party platforms.
• Support community engagement strategies that deepen trust, visibility, and word of mouth advocacy.
• Work across school leadership and outreach functions to strengthen market presence through meaningful local and international engagement.

8. Data, Analytics and Strategic Insight

• Use advanced analytics and market intelligence to inform decision-making, strengthen marketing effectiveness, and improve enrolment outcomes.
• Build reporting dashboards and insight frameworks covering enquiries, source performance, campaign performance, admissions progress, and return on investment.
• Translate data into practical recommendations for leadership, ensuring decisions are informed by evidence rather than assumptions.
• Partner with analytics and operational teams to improve tracking discipline, attribution clarity, and performance visibility across the customer journey.

9. Budget Ownership and Operational Leadership

• Own and manage the annual marketing budget with disciplined quarterly planning, tracking, and optimisation.
• Ensure efficient allocation of spend across campaigns, events, content production, digital initiatives, and strategic projects.
• Introduce clear project planning, workflow management, and delivery discipline across the marketing function.
• Support team effectiveness through prioritisation, structure, accountability, and timely execution.

10. Team Leadership and Cross-Functional Management

• Lead and develop the marketing function while working collaboratively with Admissions, Events, Community Engagement, and School Leadership teams.
• Provide direction, mentoring, and performance oversight to ensure teams remain aligned to shared objectives.
• Promote a culture of initiative, rigour, responsiveness, and strong follow-through.
• Ensure that collaboration across departments is purposeful, well coordinated, and focused on measurable outcomes.

Candidate Profile

Theideal candidate will bring a rare combination of regional education marketingexpertise, enrolment strategy capability, curriculum awareness, and leadershipmaturity.

Essential Requirements

• At least 8 years of senior experience in marketing, enrolment, admissions, or commercial leadership within international education.
• Experience developing and executing marketing strategies across multiple international markets, with exposure to key student recruitment corridors relevant to Singapore-based international schools (e.g. South Asia, Middle East, APAC).
• Demonstrated success in marketing and student recruitment within international schools, nursery groups, education groups, or higher education institutions.
• Clear understanding of parent decision-making in premium private education environments.
• Strong familiarity with the British curriculum and IB school positioning, including the nuances of marketing academically ambitious schools.
• Proven experience leading integrated campaigns across digital, content, events, and relationship-based channels.
• Advanced capability in data analysis, performance reporting, funnel optimisation, and return on investment evaluation.
• Excellent stakeholder management skills, with the ability to work credibly with Heads of School, Academic Leaders, Admissions Teams, and External Partners.
• Strong executive communication and presentation skills.

Preferred Requirements

• Direct prior experience in a group or portfolio education environment managing multiple institutions or brands.
• Exposure to early years, K to 12, and higher education marketing contexts.
• Established understanding of both expatriate and local family segments in Singapore.
• Experience working with schools serving internationally mobile communities and families relocating from South Asia, Middle East, Pan Asia and wider APAC.
• Strong network within relevant education, relocation, and school advisory circles.

Competencies

Thisis not a generalist marketing appointment. The role requires a seniorprofessional with proven expertise across multiple international educationmarkets, a sophisticated understanding of premium parent audiences, and theability to align marketing strategy with school leadership, enrolmentobjectives, and curriculum positioning. The scope spans a portfolio of schoolsand requires direct familiarity with the commercial and cultural realities oflocal, regional and global markets, making prior regional experience highlyimportant to the success of the role.

What We Offer

• The opportunity to lead marketing for a respected portfolio of international schools in Singapore.
• A senior strategic role with broad influence across brand, admissions, outreach, and growth.
• A collaborative and ambitious professional environment.
• Competitive remuneration aligned with experience and scope.
• Employment Pass sponsorship for a suitably qualified candidate, subject to prevailing eligibility requirements.