Job Description: Assistant Manager, Performance Marketing (Chinese)
Location:Fairview International School Headquarters, Wangsa Maju, Kuala Lumpur, Malaysia
Employment Type: Full-time
Department: Marketing
Role Overview
Based at the global headquarters in Kuala Lumpur, the Assistant Manager of Performance Marketing will drive digital student acquisition across domestic and international markets, with a special focus on Greater China and Chinese diaspora families (Malaysia, Singapore, and global expats). This role combines direct performance campaign management with Chinese-language digital strategy, leveraging Xiaohongshu (RED / ) alongside Meta and search platforms to execute full-funnel paid acquisition and retargeting strategies that boost admissions across Fairview's network of campuses. Full professional proficiency in reading and writing Mandarin is required.
Key Responsibilities
- Xiaohongshu (RED) Lead Generation & Retargeting: Lead Xiaohongshu () paid strategy to attract Chinese families seeking international IB education. Manage search and feed campaigns on the Juguang platform () and execute customized retargeting strategies for engaged account visitors and content abandoners.
- Full-Funnel & Retargeting Paid Media Execution: Plan, execute, and optimize multi-stage acquisition and retargeting campaigns on Meta (Facebook/Instagram), Google Search/Display, YouTube, and WeChat to nurture leads from cold awareness to campus visits.
- Localized Content & Copywriting: Draft native Chinese ad copy, retargeting offer messaging, landing pages, and visual briefs tailored to parents evaluating IB curriculum options, international school transitions, and study-in-Malaysia packages.
- Campuses Growth & Audience Management: Allocate and pace multi-channel performance budgets to meet enrollment targets across Fairview campuses (Kuala Lumpur, Penang, Ipoh, Johor Bahru, and international locations). Build, segment, and refresh custom retargeting lists and lookback windows across all platforms.
- Funnel Analytics & Attribution: Track acquisition and re-engagement metrics (CPL, Cost per Qualified Lead, Retargeting ROAS, Cost per Enrollment) using GA4 and platform backend tools. Report funnel metrics directly to HQ senior leadership.
- Admissions Team Alignment: Partner closely with the Admissions and Marketing teams to design retargeting sequences that re-engage drop-off leads and drive campus visit bookings.
Required Qualifications & Skills
- Language Skills: Native or professional fluency in written and spoken Mandarin (essential for RED platform navigation, Chinese copy generation, and market research) and English.
- Location & Work Authorization: Ability to work full-time on-site at Fairview HQ in Wangsa Maju, Kuala Lumpur.
- Meta Platforms & Retargeting Technical Expertise: Advanced hands-on proficiency in Meta Ads Manager, including setup of custom retargeting audiences (website visitors, engagement lists, lead form drop-offs), Advantage+ campaigns, Meta Pixel event configuration, Conversions API (CAPI), and dynamic ad sequence testing.
- Cross-Channel & Retargeting Expertise: Technical capability to set up and run retargeting pixels, search/feed ads, and custom audiences on Xiaohongshu Ads (), Google Ads Manager (Remarketing, Search, Performance Max, YouTube), and WeChat.
- Relevant Experience: 3–5 years of performance marketing experience with proven exposure to mid-to-lower funnel remarketing strategies. Prior experience in Education/K-12 marketing, private schools, or study-abroad agencies is highly preferred.
- Data & Analytics: Technical command of Google Analytics 4 (GA4), tag management via Google Tag Manager (GTM), pixel health auditing, UTM parameter taxonomy, and landing page conversion rate optimization (CRO).
- Technical & Marketing Acumen: Deep understanding of multi-touch attribution modeling, cookieless remarketing strategies, privacy-compliant audience matching, and CRM lead-nurturing workflows.
