Manager, Performance Marketing (Student Services & Pre-Uni Products)

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 (Student Services & Pre-Uni Products) is responsible for developing, implementing, and optimising targeted performance marketing strategies to promote key student services (including International Mobility and Student Engagement initiatives) and Pre-University programmes (such as IELTS preparation and the International Foundation Programme). This role will focus on driving awareness, engagement, lead generation, and enrolment/participation by effectively reaching and converting relevant target audiences (prospective students, parents, and current students). The manager will ensure KPI accountability and collaborate across MarCom and with relevant university departments

AREAS OF RESPONSIBILITY

Performance Marketing Strategy & Planning (Student Services & Pre-Uni Products):

• Develop and execute comprehensive performance marketing and go-to-market (GTM) strategies tailored to International Mobility services, Student Engagement programmes, IELTS courses, and the International Foundation Programme.
• Define target audience segments (e.g., prospective high school students, pathway students, current undergraduate students), craft compelling value propositions, and develop key messaging for each offering.
• Establish, track, and take accountability for Key Performance Indicators (KPIs) including lead generation, application numbers, enrolment rates (for Pre-Uni products), participation rates (for services), engagement metrics, and ROI.
• Prepare, manage, and optimise the performance marketing budget allocated to these specific services and products.
• Conduct market research and competitor analysis to identify opportunities and ensure offerings are positioned effectively.

Campaign Management & Multi-Channel Execution:

• Lead the planning, development, and execution of integrated digital marketing campaigns across various channels (e.g., paid search, social media advertising, display advertising, email marketing, content marketing) to promote assigned services and programmes.
• Collaborate closely with the Digital Marketing team for technical campaign setup, execution, and optimisation, and with the Marketing Services team for the development of creative assets and content.
• Implement A/B testing and other conversion rate optimisation (CRO) activities to continuously improve campaign performance.
• Ensure a seamless user journey from awareness to conversion/participation for all promoted offerings.

Stakeholder Collaboration & Communication:

• Act as the primary marketing point of contact for internal stakeholders, including heads of departments for Student Experience, International Office, Admissions, and Academic departments responsible for Pre-Uni programmes.
• Consult with stakeholders to understand programme/service specifics, objectives, and student needs, translating these into effective marketing strategies and communication plans.
• Coordinate with relevant MarCom divisions to ensure consistent messaging and brand representation across all promotional activities.

Data Analysis, Reporting & Optimisation:

• Establish a comprehensive analytics framework to track, measure, and report on the performance of marketing campaigns for student services and Pre-Uni products against agreed KPIs.
• Analyse campaign data and audience insights to identify trends, opportunities for improvement, and provide actionable recommendations to stakeholders.
• Prepare regular performance reports for the Director of Marketing and Communications and other relevant stakeholders.

POSITION SPECIFICATIONS

COMPETENCIES (knowledge, skills, and abilities)

Essential

• Bachelor’s degree in Marketing, Business Administration, Sales, or a related field.
• A minimum of 5 years of progressive experience in performance marketing or digital marketing, with a proven track record of developing and executing successful campaigns that drive measurable results (leads, conversions, engagement).
• At least 2 years of experience in a role with significant responsibility for marketing specific products or services; managerial or team lead experience is a plus.
• Demonstrable experience in:
  • Strategic planning and execution of GTM strategies, including product positioning and messaging.
  • Managing marketing budgets and optimising ROI.
  • 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.

Submit Your CV