Chief Marketing Officer (Salary range: $7000 – $10.000)

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 Chief Marketing Officer (CMO) is a senior executive role responsible for uniting and leading BUV’s Marketing & Communications (MarCom), National Student Recruitment, and International Student Recruitment departments. Reporting directly to the Deputy Vice-Chancellor and Vice-President (DVC) and serving as a member of both the Vice-Chancellor’s Executive (VCE) and Senior Leadership Team (SLT), the CMO will oversee the Head of each department and ensure seamless integration of strategies, operations, and resources.

This role will play a decisive part in enabling BUV’s ambitious scaling-up strategy, driving brand authority, student pipeline growth, and enrolment performance across Vietnam and targeted international markets. Leveraging advanced systems such as Salesforce and marketing automation, the CMO will lead a data-driven transformation to maximise lead generation, conversion, and student enrolment.

AREAS OF RESPONSIBILITY

Executive Leadership & Strategic Alignment

• Provide strategic oversight to the Heads of MarCom department, National and International Student Recruitment departments and High School Partnership department.
• Develop and execute an integrated growth strategy aligning marketing, recruitment, and international outreach to institutional goals.
• Represent marketing and recruitment perspectives at the VCE and SLT, influencing overall university strategy and decision-making.

Integrated Marketing & Brand Leadership

• Drive BUV’s brand positioning and visibility at national and international levels.
• Oversee the delivery of high-impact marketing campaigns, PR initiatives, content strategies, and digital engagement.
• Ensure consistency in brand voice and student value proposition across all channels and markets.
• Instil a strong sales and ROI mindset across all marketing activities, ensuring campaigns and initiatives are directly linked to lead generation, pipeline growth, and enrolment outcomes.

National & International Student Recruitment

• Set strategic enrolment targets in line with BUV’s growth objectives and monitor performance through data-driven KPIs.
• Build and expand global recruitment networks, partnerships, and agent relationships.
• Ensure close collaboration between marketing and recruitment teams to seamlessly manage the full student acquisition funnel from awareness to conversion.

Technology-Driven Performance & Automation

• Lead the adoption and optimisation of Salesforce CRM and automation tools across MarCom and recruitment functions.
• Implement data analytics frameworks to track, report, and improve lead generation, conversion, sales performance and student retention rates.
• Foster a culture of evidence-based decision-making.

Market Intelligence & Competitive Strategy

• Build actionable market intelligence on domestic and global student markets.
• Monitor competitor activities, industry trends, and emerging opportunities in higher education.
• Adapt strategies rapidly to capture new market segments.

Leadership & Organisational Development

• Inspire, mentor, and develop senior leaders and their teams.
• Create a collaborative, high-performance culture across marketing and recruitment.
• Champion professional growth, accountability, and innovation within the division.

 POSITION SPECIFICATIONS

COMPETENCIES (knowledge, skills, and abilities)

Essential

• Proven track record in executive-level leadership overseeing multiple business units in marketing, sales, and student recruitment, with a clear focus on driving conversion and ROI.
• Significant experience leading large, multi-functional teams with senior direct reports.
• Strong background in digital marketing, brand strategy, and international student recruitment.
• Expertise in Salesforce CRM, marketing automation, and data analytics.
• Exceptional strategic thinking, commercial acumen, revenue orientation and change management capability.
• Outstanding communication and stakeholder engagement skills in English.
• Ability to work collaboratively across departments and with external stakeholders.

Desirable

• Experience in higher education or other service-based industries with complex sales cycles.
• International market development experience, particularly in education.
• Fluency in Vietnamese or other regional languages.

COMPETENCIES (behavioural)

Essential

• Strategic Orientation & Leadership
• Creative Thinking & Innovation
• Communicating Effectively
• Teamwork & Collaboration
• Managing & Developing people
• Inter-department Relationships
• Planning & Organising
• Problem Solving & Decision Making
• Sales Orientation, Customer & Service Orientation
• Kindness & Respect
• High level of integrity, professionalism, and accountability.

Desirable

• Passion for education and student success.

BENEFITS

• Highly competitive salary package (plus benefits) 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;
• 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