Manager, Performance Marketing (Product 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 (Product Focus) is responsible for the strategic leadership and execution of go-to-market (GTM) strategies for the university’s academic programmes. This role will focus on developing compelling product positioning and messaging, driving student interest and applications for specific programmes, and ensuring KPI accountability for academic product marketing initiatives. The manager will collaborate closely with academic departments and ensure effective coordination across MarCom divisions to enhance programme visibility and achieve enrolment goals.

AREAS OF RESPONSIBILITY

Academic Product Go-to-Market (GTM) Strategy & Planning:

• Lead the development and execution of comprehensive GTM strategies specifically for the university’s portfolio of academic programmes (undergraduate, postgraduate, and other offerings).
• Define and articulate compelling value propositions, messaging, and positioning for each academic programme, tailored to distinct target student personas and market segments.
• Establish, monitor, and take accountability for Key Performance Indicators (KPIs) related to programme awareness, applications, student enrolment quality, and market share for assigned academic products.
• Develop and manage the performance marketing budget for academic product initiatives, ensuring optimal resource allocation and ROI.
• Lead the development of tailored GTM strategies and marketing plans for the launch of new academic programmes and the sustained promotion of existing ones to drive enrolment, engagement, and revenue.
• Collaborate with internal MarCom teams (Digital Marketing, Brand Marketing, PR & Communications, Marketing Services) for cohesive and impactful campaign execution for academic programmes.

Academic Stakeholder Collaboration & Insights:

• Serve as the primary marketing liaison for Academic Deans, Heads of Department, and programme development teams, translating academic features and strengths into effective marketing strategies.
• Conduct market research, competitor analysis, and student insight gathering to inform programme marketing strategies, identify differentiation opportunities, and advise on market demand.
• Undertake stakeholder consultation with academic staff to ensure accurate representation of programmes and gather insights for compelling communication planning.

Campaign Development & Execution Oversight (Product Focus):

• Oversee the planning, development, and execution of integrated marketing campaigns to launch new academic programmes and drive applications for existing programmes.
• Ensure the development of high-quality marketing collateral, content, and sales enablement materials specific to academic programmes.
• Monitor the student journey related to programme information discovery, enquiry, and application, identifying opportunities for enhancement.
• Coordinate with other MarCom divisions for the execution of programme-specific campaigns, ensuring consistent messaging and effective use of resources.

Communication & Reporting:

• Develop and implement communication plans to support academic programme launches, updates, and ongoing promotion.
• Ensure clear, consistent, and compelling messaging about academic programmes across all marketing touchpoints.
• Report on KPI achievement and the effectiveness of academic product marketing strategies to the Director of Marketing & Communications and relevant academic 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, including product positioning and messaging.
  • Managing marketing budgets and optimising ROI.
  • Market research, competitive analysis, and customer segmentation.
  • Developing and managing multi-channel marketing campaigns.
  • Data analysis and reporting, with the ability to derive actionable insights to improve product performance.
  • Stakeholder management, particularly with academic or product development teams.
  • Coordinating with multiple marketing disciplines to deliver integrated campaigns.

Desirable

• Master’s degree or relevant professional certifications (e.g., Product Marketing certification).
• Knowledge and understanding of the international higher education sector, programme development, and student recruitment lifecycle.
• Experience in developing marketing strategies for educational programmes.
• Familiarity with CRM systems and 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

Desirable

• Creative Thinking & Innovation
• Analytical Thinking
• Adaptability & Resilience
• Influencing 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.

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