Manager/Senior Manager - Digital Marketing

Title:

Location:

Reporting To:

About White Bridge Education

White Bridge Education is a premier market entry firm that specializes in facilitating the entry of higher education institutions into new international markets. With a focus on the dynamic higher education sector, we offer an integrated suite of enrollment solutions designed to support universities across every stage of the international student journey. From market entry strategy, in-country representation, brand positioning, student lead generation, commissioned research and TNE services, we provide tailored services that align with institutional goals and regional priorities for global universities and higher educational institutions. We are an equal opportunities employer and are committed to the employment policies, procedures and practices which do not discriminate on grounds such as gender, marital status, family status, age, disability, race, religious belief, sexual orientation.

Job Summary

The Manager / Senior Manager, Digital Marketing will be responsible for establishing and leading the digital marketing practice at White Bridge Education with a sharp focus on SEM campaigns, geo-targeting, and digital presence in South Asia. This role will drive brand awareness and student recruitment outcomes for partner universities by leveraging AI tools and data-driven strategies.

The ideal candidate is AI-savvy, adept at using and managing campaigns through automation and next-gen technologies, and able to operate with a lean team structure where human and AI capabilities are blended effectively. They should also have a strong grasp of university programs, differentiators, and the education sector, and a deep understanding of Meta, Google, and other platform algorithms to optimize conversion from leads to enrollments.

Key Responsibilities

Strategic Leadership

• Build and scale the digital marketing function with an AI-first approach, incorporating automation and advanced analytics.
• Develop and implement comprehensive digital marketing strategies tailored to partner universities, with a strong focus on SEM, geo-targeting, and enrollment conversion.
• Position WBE and partner universities as leading education brands across South Asia and other priority markets.

Content & Creative Development

• Oversee end-to-end content creation for digital campaigns, including ad copywriting, creatives, and landing pages.
• Develop compelling, culturally relevant narratives that showcase university programs and differentiators.
• Use AI-powered tools for creative design, content generation, and campaign optimization.
• Ensure landing pages are user-friendly, mobile-optimised, and conversion-focused.
• Maintain brand consistency across all platforms and campaigns.
• Conduct A/B testing of creatives, messaging, and page layouts to maximise engagement and enrollment conversions.

Campaign Management

• Design, execute, and optimize multi-channel SEM campaigns across Google, Meta, and other relevant platforms.
• Leverage geo-targeting to increase visibility and engagement in high-potential student markets.
• Improve brand awareness and strengthen the digital footprint of partner universities, ensuring alignment with their positioning and value propositions.
• Collaborate with clients to craft strategies that drive student interest through to actual enrollment.

AI-Driven Marketing

• Identify, adopt, and integrate AI tools for content generation, campaign optimization, predictive analytics, and reporting.
• Ensure maximum automation of campaign management, lead scoring, and targeting, while supervising strategic direction.
• Train and guide a lean team to complement AI-driven processes.

CRM Management & Lead Engagement

• Implement and oversee CRM platforms to streamline recruitment pipelines.
• Use API integration tools to capture and track leads seamlessly from campaigns.
• Design and execute automated workflows across email, WhatsApp, SMS, and chatbots for effective lead nurturing.
• Segment leads by geography, program interest, and stage to enable personalised outreach.
• Monitor and optimize funnel metrics at every stage to improve conversion rates.
• Leverage AI-driven tools for predictive lead scoring and tailored communication.

Data Analytics and Reporting

• Monitor performance metrics (CTR, CPL, CPA, enrollment conversion rates) and continuously optimize campaigns.
• Generate actionable insights to improve ROI and provide transparent reporting to universities and internal stakeholders.
• Stay ahead of algorithmic updates across digital platforms and adjust strategies accordingly.

Collaboration & Partnerships

• Work closely with internal business units (events, fairs, research, In-country representation) to align digital strategies with business goals.
• Build strong partnerships with digital platforms, AI vendors, and technology providers to access cutting-edge tools.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related field (Master’s preferred).
• 8–10 years of experience in digital marketing for international markets, preferably in higher education or a related sector.
• Demonstrated success in SEM, geo-targeting, and brand-building campaigns.
• Proven ability to drive awareness-to-enrollment conversion.
• Expertise with Google Ads, Meta Ads Manager, SEO/SEM platforms, and advanced analytics tools.
• Strong familiarity with AI marketing tools (automation, predictive analytics, content creation, reporting).
• Excellent communication and storytelling skills, with the ability to understand and market university programs and differentiators.
• Strong project management and leadership skills with a track record of building lean, high-performance teams.