Manager, Performance MKT (Trade Focus)

BRITISH UNIVERSITY VIETNAM (BUV)

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 recognised QS accreditor and is also recognised 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.

Established in 2009, BUV provides teaching for both undergraduate and postgraduate programmes. Employability rates for students are exceptionally high with 100% of graduates from BUV either employed or continuing higher education within 3 months after graduation.

Students study at BUV’s award winning campus in the Ecopark township near Hanoi. With its state-of-the-art teaching and learning facilities and an iconic design, BUV is recognised as one of 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 optimising 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.

Sales & Stakeholder Collaboration & Insights:

• Serve as the primary marketing liaison for Heads of School, Sales teams, recruitment partners, and Business Unit leaders, translating their objectives into actionable marketing 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.
• Analyse sales funnel performance, identify areas for improvement, and implement marketing strategies to enhance conversion rates.

Campaign Development & Execution Oversight (Trade Focus):

• Oversee the planning, development, and execution of targeted lead generation campaigns, promotional activities, and initiatives to directly support sales objectives and 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 optimisation strategies.
• Coordinate with other MarCom divisions for the execution of campaigns, ensuring consistent messaging and effective use of resources.

 Communication & Reporting:

• Develop and implement communication plans to support trade marketing initiatives and promotions.
• Ensure clear, consistent, and compelling messaging across all sales-related marketing touchpoints.
• Report on KPI achievement and the effectiveness of trade marketing strategies to the Director of Marketing & Communications and relevant stakeholders.

 POSITION SPECIFICATIONS

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:

• • Strategic planning and execution of GTM strategies for specific sales channels or business units.
  • Managing marketing budgets and optimising ROI in a sales context.
  • Utilising CRM systems (e.g., Salesforce) for lead management and sales reporting.
  • Data analysis and reporting, with the ability to derive actionable insights to improve sales performance.
  • Developing and managing lead generation and direct response campaigns.
  • Stakeholder management, particularly with sales teams and business unit leaders.
  • 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.

COMPETENCIES (behavioural)

Essential

• Strategic Orientation & Leadership
• Effective Communication & Interpersonal Skills
• Managing & Developing People
• Planning & Organising
• Problem Solving & Decision Making
• Collaboration & Teamwork
• Results Driven & Sales Acumen

Desirable

• Creative Thinking & Innovation
• Relationship Building & Networking
• Adaptability & Resilience
• Negotiation Skills

BENEFITS

• Highly competitive salary package (plus benefits) for Vietnamese and expatriate candidates depending on qualifications/experience;
• 13th month Tet bonus (Vietnamese candidates);
• Annual cost of living adjustment;
• Annual salary increases and bonuses based on performance;
• Recognition & awards programmes;
• 20 days annual leave, plus Xmas closure, public holidays and 5 days paid sick leave;
• Healthcare plan (Private accident, medical, and dental insurance, including annual health checks);
• Education support for staff, spouse and children;
• Relocation allowance to cover visa/flights/initial days accommodation
• Support and assistance in work permit and visa application together with relocation to and settling into living and working in Vietnam;
• Transportation support;
• Business travel insurance;
• Various staff events throughout the year (outings, year-end party, sports activities and other events);
• Onsite fitness and sports centre;
• Opportunity to work within a professional and multicultural environment.

Interested candidates should prepare an up-to-date CV and application letter indicating for which position you are applying. Please then select SUBMIT YOUR CV button on our JOBS AT BUV webpage or email to hr@buv.edu.vn. We will invite short-listed candidates for interviews. Recruitment will remain open until the position is filled.

EQUAL OPPORTUNITIES AND DIGNITY AT WORK POLICY

All staff are expected to understand and enact the University’s commitment to ensuring equality and diversity in all activities. This commitment is enshrined in the BUV mission statement and our core values.

Every member of staff has a responsibility to ensure colleagues are treated with dignity and respect. The University is committed to creating a work environment for all staff that is free from harassment, intimidation and any other forms of bullying at work, where everyone is treated with dignity, respect and professional courtesy.

Submit Your CV