(Senior) Marketing Manager, Strategy & Branding

Location: Hong Kong

About Us: Asia International School Limited (AISL)

Asia International School Limited (AISL) is a leading provider of premium K-12 education in Asia, operating the prestigious AISL Harrow family of schools across Thailand, Hong Kong SAR, Mainland China, and Japan. Bringing over 450 years of educational heritage from the UK to dynamic Asian markets, we blend traditional British excellence with modern innovation. Joining our headquarter team means becoming a key architect in shaping future-ready education and inspiring the next generation of global leaders.

Role Overview

This high-impact headquarter position offers a unique opportunity to shape the future of a premier educational group. As the (Senior) Marketing Manager, Strategy & Branding, you will define our overarching market positioning and build brand strategies to engage premium demographics across Asia.

Operating at the intersection of heritage and innovation, you will lead the architecture of core value propositions, customer segmentation, and macro-campaign structures. Your work will directly protect brand equity, elevate organic brand demand, and drive high-quality enrolment growth across our entire school network.

Key Responsibilities

• Support the development and implementation of Group-wide brand and marketing strategies.
• Develop value propositions, customer personas, messaging frameworks and brand guidelines.
• Conduct market, competitor and customer research across priority markets.
• Analyse customer and enrolment data to identify target segments and opportunities.
• Support the planning and delivery of Group-led brand and marketing campaigns.
• Translate Group strategies into practical campaign plans and school marketing toolkits.
• Coordinate campaign objectives, messaging, audience targeting, timelines and deliverables.
• Work with digital, communications and school teams to ensure effective execution.
• Maintain brand consistency while enabling appropriate local-market adaptation.
• Monitor brand awareness, share of voice, sentiment and organic demand.
• Review campaign and channel performance and recommend improvement actions.
• Prepare reports, presentations and insights for management performance reviews.
• Support marketing budget planning, monitoring and return-on-investment analysis.
• Manage selected agencies, projects and junior team members where applicable.

Key Requirements

• Degree in marketing, communications, business or a related discipline.
• At least 7 years of relevant experience for Manager level and 10 years for Senior Manager level.
• Experience in brand strategy, integrated marketing or customer segmentation.
• Strong understanding of market research, consumer insights and campaign planning.
• Experience working across Mainland China or multiple Asian markets is preferred.
• Ability to translate data and research into clear commercial recommendations.
• Strong strategic thinking combined with hands-on execution capability.
• Excellent project-management, organisational and prioritisation skills.
• Strong stakeholder-management and cross-functional collaboration skills.
• Clear written, verbal and presentation skills.
• Proficiency in English and Putonghua; Cantonese is highly desirable.
• Experience in education or another premium, high-consideration sector is advantageous.
• Willingness to travel and provide reasonable support outside normal office hours.