SCOPE OF THE ROLE
Direct Reports: Content interns, student ambassadors (as assigned)
Internal:
Business Development, Admissions, Marketing,
External:
Prospective students, parents, creative partners, agencies
KEY RESPONSIBILITIES
Digital Content Strategy & Execution
Develop and execute a content strategy aligned to BIHC's recruitment cycles and institutional positioning
Create high-quality, platform-relevant content (video, social, web, email) that drives awareness and consideration
Translate programs, student journeys, and outcomes into compelling, conversion-oriented storytelling
Maintain brand consistency across all digital channels
Social Media & Audience Growth
Manage priority platforms (Instagram, TikTok, Facebook, X and LinkedIn) with a focus on engagement and lead generation
Build and grow a targeted audience of prospective students and stakeholders
Drive inbound engagement (DMs, comments, inquiries) and guide them into structured admissions pathways
Monitor platform performance and continuously optimize content and posting strategy
Lead Generation & Pipeline Contribution
Generate qualified leads through content campaigns, digital activations, and social engagement
Support lead nurturing through content sequencing, follow-ups, and engagement strategies
Work closely with Admissions to ensure seamless handover and tracking of leads
Maintain accurate tracking of leads generated through digital channels
Campaigns & Growth Initiatives
Support the execution of student recruitment campaigns for key intakes
Collaborate on go-to-market strategies for new programs and institutional initiatives
Identify and leverage partnerships, creators, and platforms that enhance reach and lead generation
Monitor competitor activity and emerging trends to inform strategy
Data, Analytics & Performance Optimization
Track and report on:
Qualified leads generated
Engagement-to-inquiry conversion rates
Performance of key campaigns and content formats
Use insights to continuously refine content, targeting, and messaging
Provide structured performance reports and recommendations
Stakeholder Collaboration & Experience
Work with marketing, faculty and student teams to capture authentic, high-impact content
Ensure consistent, high-quality communication across all digital touchpoints
Support institution and admissions-related events and activations through content and digital amplification
Administrative & Operational Support
Maintain content calendars, campaign trackers, and reporting dashboards
Document and improve digital marketing and lead generation processes
Any other duties as may be assigned by management from time to time
SUPERVISORY RESPONSIBILITIES
Oversight of interns, ambassadors, and external creatives where applicable
KEY SKILLS AND PERSONAL ATTRIBUTES
Strong storytelling and content creation capability (video, copy, digital formats)
Deep understanding of social media platforms and audience behavior
Commercial awareness with ability to link content to measurable outcomes
Strong analytical skills and experience with performance tracking
Excellent communication and stakeholder management skills
Highly organized with strong execution discipline
Self-driven, proactive, and comfortable working in a performance-oriented environment
EDUCATION AND EXPERIENCE
Bachelor's Degree in Marketing, Communications, Business, or related field
2 - 4 years' experience in digital marketing, content, or social media roles. Agency experience preferred.
Proven ability to execute campaigns that drive measurable engagement and lead generation
Experience in education, hospitality, or service industries is an added advantage
Familiarity with CRM systems, analytics tools, and content production tools