The Opportunity
Asia School of Business (ASB), in collaboration with MIT Sloan School of Management, is seeking a commercially minded Head of Marketing & Communications to transform its marketing function into a scalable, data-driven growth engine.
This is a high-impact leadership role reporting to the CEO, with a mandate to accelerate demand, strengthen global brand positioning, and directly influence revenue growth across degree programs, executive education, and new learning offerings.
What You Will Deliver
The successful candidate will be responsible for building and leading a high-performing marketing and communications function that delivers measurable impact across growth, brand, and institutional effectiveness.
Drive Growth & Revenue Impact
- Build a sustainable, high-quality pipeline across all program portfolios
- Improve lead-to-enrolment conversion rates and marketing ROI
- Optimise full-funnel performance through data, experimentation, and precision targeting
Own and Deliver the Annual Marketing Strategy
- Lead ASB's annual integrated marketing plan, aligned to institutional priorities, global positioning, and revenue targets across all portfolios
- Drive a digital-first strategy and optimise budget allocation across markets, programs, and channels based on ROI and growth impact
- Design and execute multi-channel marketing campaigns to drive awareness, applications, and enrolment across all programs
- Continuously refine strategy using data, market insights, and competitive benchmarking against leading global business schools
Strengthen Global Brand Position
- Establish a clear, differentiated positioning for ASB in priority markets
- Elevate global visibility, reputation, and thought leadership presence
- Ensure consistent, high-impact messaging across all channels and stakeholders
- Own and safeguard ASB's brand identity, ensuring consistency in messaging, visual standards, and tone of voice across all platforms and communications
Build a Scalable Marketing and Communications Engine
- Design and implement a fit-for-purpose marketing operating model
- Build a high-performing, future-ready team across digital, content, and product marketing
- Oversee ASB's digital ecosystem, including the website, social media, email marketing, content platforms, and marketing automation tools
- Leverage AI, automation, and technology to improve efficiency and effectiveness
Enable Data-Driven Decisions
- Implement end-to-end performance dashboards linking marketing to revenue outcomes
- Provide leadership with clear, actionable insights on ROI, channel performance, and growth opportunities
Shape Institutional Communications & Strategic Reputation
- Lead integrated internal and external communications to ensure a consistent, high-impact institutional narrative aligned with ASB's strategy and brand positioning
- Position ASB leadership and faculty as thought leaders through strategic media engagement, conferences, publications, and digital platforms
- Oversee media relations and key institutional communications to strengthen ASB's visibility, credibility, and reputation across priority stakeholders and markets
Lead Integration Across the Institution
- Align marketing with Admissions, Executive Education, and program teams
- Standardise KPIs, funnel definitions, and reporting frameworks
- Drive commercial discipline and accountability across a decentralised environment
Ensure Governance & Financial Discipline
- Manage budgets, vendors, and agencies with strong ROI accountability
- Uphold robust governance, procurement, and compliance standards
- Reduce operational and reputational risks across all MarComm activities
Who You Are / Requirements
We are looking for a commercially driven marketing leader with a Bachelor's degree in Marketing, Business, Communications or a related field (Master's preferred) and 8+ years of marketing leadership experience.
You are likely a strong fit if you have:
- Delivered measurable commercial outcomes through marketing (e.g. pipeline growth, enrolment, revenue impact) in growth marketing, demand generation, or commercial marketing roles
- Experience in B2B and/or B2G environments with complex, long-cycle decision-making and multiple stakeholders
- Worked in higher education, executive education, professional services, consulting, or other knowledge-driven organisations
- Led brand positioning, digital marketing, and product marketing strategies across multiple markets or segments
- Used marketing analytics, CRM systems, and AI/martech tools to improve performance and decision-making
- Operated effectively in matrixed environments, engaging senior institutional, corporate, or government stakeholders with strong governance and execution discipline
