Description

Position Overview

The award-winning Marketing & Communications Department is a dynamic, high-performing team at the heart of UNIS Hanoi. Recognised with multiple CASE Circle of Excellence awards and internationally benchmarked for excellence, the department plays a critical role as brand guardian and strategic growth driver for the school.

The Director of Marketing & Communications is a senior leader, strategist, and storyteller who ensures UNIS Hanoi is positioned as the school of choice for international education in Vietnam and the wider region. A member of the school’s leadership strategy team, the Director serves as a key advisor to the Head of School, Board, and leadership colleagues.

This role combines vision and hands-on execution—driving brand stewardship, enrolment growth, community engagement, and institutional reputation through a balance of creative storytelling, data-driven insights, and strategic foresight. The successful candidate will inspire and mentor a talented team while thriving in a high-paced environment that demands innovation, resilience, and measurable outcomes.

Primary Responsibilities

Strategic Brand & Market Positioning

• Serve as guardian of the UNIS Hanoi brand, ensuring consistent and compelling storytelling across all platforms and audiences.
• Develop and deliver strategic marketing and communications plans that significantly differentiate UNIS Hanoi in a highly competitive marketplace.
• Partner with the Director of Enrolment Management to drive admissions growth and retention through aligned brand and customer journey strategies.

Campaigns, Events & Communications

• Lead the design and execution of high-impact, multi-channel campaigns that advance enrolment, reputation, and stakeholder engagement.
• Oversee flagship institutional events (e.g. UN Day, Graduation, Community Events) as brand-building opportunities that reflect the school’s mission and values.
• Ensure clarity, empathy, effectiveness, and timeliness in communications across celebrations, milestones, and moments of crisis.

Stakeholder & Community Engagement

• Act as a trusted advisor to the Head of School, leadership team, and Board, providing strategic insights and communications expertise.
• Strengthen engagement with parents, alumni, faculty, staff, and community partners, building advocacy and brand loyalty.
• Collaborate with external partners, embassies, NGOs, and media to enhance UNIS Hanoi’s reputation and influence.
• Build and maintain strong relationships with local, regional, and international media outlets, serving as the school’s spokesperson where appropriate.

Leadership & Management

• Lead and develop a high-performing team across marketing, communications, events, and the school shop.
• Direct the school’s digital platforms, including website, portals, microsites, and social media channels, ensuring user-focused design and brand alignment.
• Drive a culture of innovation, accountability, and continuous improvement.
• Manage multi-million-dollar budgets, ensuring effective return on investment (ROI) and resource allocation.
• Report regularly to leadership on performance metrics, including admissions pipeline conversion, campaign effectiveness, event engagement, and brand perception.

Requirements

Key Attributes & Skills

• Strategic Leadership: Proven ability to lead at a senior level, balancing vision with practical application and operational excellence.
• Brand Stewardship: Deep expertise in brand management, with a track record of building competitive advantage in complex markets.
• Campaign Orchestration: Skilled in developing integrated, multi-channel campaigns that deliver measurable impact.
• Stakeholder Engagement: Exceptional ability to communicate with influence and impact at all levels — from faculty and families to Boards and government partners.
• Analytical & Creative: Strong grasp of data, insights, and market analytics, coupled with innovative storytelling and design thinking.
• Driven & Resilient: Thrives in high-pressure environments, inspires teams with energy and focus, and delivers outcomes with consistency and pace.
• Innovative Storyteller: Captures and conveys the school’s mission, values, and impact with clarity and authenticity.

Qualifications

• Bachelor’s degree required; advanced degree in marketing, communications, journalism, or a related field preferred.
• Minimum 10 years of progressively senior experience in marketing and communications, ideally in education or mission-driven organisations.
• Demonstrated leadership and team management experience with a record of building high-performing teams.
• Exceptional writing, editing, and storytelling skills across print, digital, and multimedia formats.
• Deep understanding of digital platforms (CMS, CRM, email marketing, SEO, social media management, analytics).
• Experience managing crisis communications and supporting organisational spokespeople (i.e., the Head of School or Board Chair).
• Ability to manage complex projects and deliver results under pressure, with flexibility to work evenings and weekends as needed.