Trade Performance Marketing Manager
- Vietnam
- Permanent
- Full-time
OVERVIEW
British University Vietnam (BUV) is the first and only international university in Vietnam to directly award British degrees from the prestigious University of London and other UK universities. BUV is rated a 5 Star university of excellence by the world-recognized QS accreditor and is also recognized with a university-wide accreditation from the UK's Quality Assurance Agency (QAA).BUV has three main brand drivers:
- Offering accredited British and international higher education and training in Vietnam.
- Providing 5-star university campuses, learning spaces, and services.
- Including a Personal and Social Growth (PSG) Program that prepares students for the future of life and work.
the best educational environments in Southeast Asia.POSITION PURPOSE
The Manager, Performance Marketing (Trade Focus) is responsible for the strategic leadership and execution of go-to-market (GTM) strategies aimed at driving student enrolment and revenue through specific schools, sales channels, and business units. This role will focus on optimizing the sales funnel, managing relationships with sales-focused stakeholders, and ensuring KPI accountability for trade-related marketing initiatives. The manager will ensure effective coordination across MarCom divisions to achieve ambitious growth targets.AREAS OF RESPONSIBILITY
Trade-Focused Go-to-Market (GTM) Strategy & Planning:
- Act as the strategic marketing lead for designated Schools, Sales teams, and Business Units, developing and implementing comprehensive GTM strategies focused on sales conversion and recruitment targets.
- Define clear messaging and positioning tailored to various sales channels and target audiences to drive enrolment.
- Establish, monitor, and take accountability for KPIs related to lead generation, conversion rates, student enrolment, and revenue for assigned areas.
- Develop and manage the performance marketing budget for trade-focused initiatives, ensuring optimal resource allocation and ROI.
- Lead the development of tailored GTM strategies and campaigns to drive enrolment and revenue through specific sales channels.
- Collaborate with internal MarCom teams (Digital Marketing, Brand Marketing, PR & Communications, Marketing Services) for seamless and integrated campaign execution.
- Serve as the primary marketing liaison for Heads of School, Sales teams, recruitment partners, & Business Unit leaders, translating their objectives into actionable plans.
- Conduct market analysis and gather insights specific to sales channels and competitor activities to inform GTM strategies.
- Undertake stakeholder consultation to ensure alignment and gather insights for effective communication and campaign planning.
- Analyze sales funnel performance, identify areas for improvement, and implement marketing strategies to enhance conversion rates.
- Oversee the planning, development, and execution of targeted lead generation campaigns, promotional activities, & initiatives to directly support sales objectives/enrolment targets.
- Ensure all trade marketing activities are aligned with the university's overall brand strategy and quality standards.
- Monitor the performance of trade marketing campaigns, providing regular reports to stakeholders with actionable insights and optimization strategies.
- Coordinate with other MarCom divisions for the execution of campaigns, ensuring consistent messaging and effective use of resources.
- Develop & implement communication plans to support trade MKT initiatives/promotions.
- Ensure clear, consistent, & compelling messaging across all sales-related touchpoints.
- Report on KPI achievement and the effectiveness of trade marketing strategies to the Director of Marketing & Communications and relevant stakeholders.
COMPETENCIES (knowledge, skills, and abilities)
Essential
- Bachelor's degree in Marketing, Business Administration, Sales, or a related field.
- Minimum of 5-6 years of progressive experience in performance marketing, trade marketing, or sales-driven marketing roles, with a proven track record of developing and executing successful GTM strategies that drive sales and revenue.
- At least 3 years of experience in a leadership or managerial role, directly managing and developing a marketing or sales support team.
- Demonstrable experience in:
o Managing marketing budgets and optimizing ROI in a sales context.
o Utilizing CRM systems (e.g., Salesforce) for lead management and sales reporting.
o Data analysis and reporting, with the ability to derive actionable insights to improve sales performance.
o Developing and managing lead generation and direct response campaigns.
o Stakeholder management, particularly with sales teams and business unit leaders.
o Coordinating with multiple marketing disciplines to deliver integrated campaigns.Desirable
- Master's degree or relevant professional certifications.
- Knowledge and understanding of the international higher education sector and its specific sales cycles and recruitment challenges.
- Experience in managing relationships with external agencies, recruitment partners, or vendors.
- Direct experience with marketing automation platforms.
- Salary of up to 80M VND Gross; 13th month Tet bonus (Vietnamese candidates);
- Annual cost of living adjustment; Annual salary increases & performance bonuses;
- Recognition & awards program;
- 20 days annual leave + Xmas closure, public holidays, and 5 days paid sick leave;
- Healthcare plan (Private accident, medical, and dental insurance, annual health checks);
- Education support for staff, spouse, and children;
- Relocation allowance to cover visa/flights/initial days' accommodation;
- Transportation support; Business travel insurance;
- Various staff events throughout the year (outings, year-end party, sports activities, ...);
- On-site fitness and sports center;