JOB DESCRIPTION

Purpose
Drive a world-class, integrated marketing and communications approach that elevates WAB’s visibility, ensures consistent and engaging messaging, and enhances relationships with students, parents, staff, and external audiences.

Guidance: WAB Brand Guidelines

Objectives: Develop and execute a cohesive messaging strategy that strengthens WAB’s brand and engagement across all communication channels. Create and manage high-quality content for newsletters, social media, podcasts, and external media while ensuring consistency in messaging and branding. Leverage data-driven insights to enhance audience engagement and storytelling, showcasing WAB’s values, achievements, and community impact.

Operating Network
The Communications and Marketing Specialist works in the Communications Office. They are responsible to the Marketing, Communications, and Admissions Director.

External: Media organizations/companies

Internal: Communications team, WAB staff, Director of Innovation in Learning and teaching, parents, students

Main Responsibilities
•    Develop and coordinate compelling storytelling that highlights WAB’s values, achievements, and unique learning experiences to engage both internal and external audiences.
•    Support Admissions by creating targeted messaging and content that helps attract and inform prospective families, ensuring they understand WAB’s mission, culture, and fit.
•    Oversee the WAB Weekly newsletter, ensuring timely, engaging, and high-quality content.
•    Write, edit, and publish content for all platforms, including the website, WeChat, social media, and external media, maintaining a consistent WAB voice and branding.
•    Work with the Communications Systems Specialist to develop SEO-optimized content that improves WAB’s online visibility, making it easier for prospective families to find key information about the school.
•    Collaborate with the visual media team to create engaging video stories, photography, and other multimedia content.
•    Expand and enhance WAB’s podcast portfolio, exploring new formats and topics to deepen conversations on key learning areas.
•    Maintain a well-structured and accessible archive of all published content for easy reference and repurposing.
•    Review and refine text for WAB publications to ensure clarity, consistency, and alignment with the school’s messaging guidelines.

Social Media
•    Grow and engage WAB’s social media presence by developing creative, audience-focused content and fostering meaningful interactions.
•    Plan and manage a strategic content calendar to ensure timely, relevant, and engaging posts across all social media platforms.
•    Monitor, track, and analyze social media performance, using data-driven insights to optimize content strategy and audience engagement.
•    Stay updated on emerging trends and platforms to enhance WAB’s digital outreach and engagement strategies.
•    Develop content that aligns with Admissions goals, showcasing WAB’s community, programs, and values to prospective families.

General
•    Ongoing support of the Communications team, as appropriate

PERSONAL SPECIFICATIONS

The successful applicant is expected to have the following skills, abilities, knowledge and experience:

Qualifications:
•    A relevant qualification in communications, marketing, journalism, or similar
•    Courses related to marketing or writing.

Experience:
•    At least five years’ experience in digital marketing, content strategy, analytics, and campaign management.
•    Strong understanding of branding, audience segmentation, and data-driven content strategy.
•    Experience using SEO strategies, google analytics and digital advertising to optimize content reach.
•    Knowledge of marketing automation tools and social media management platforms.
•    Experience with AI tools for marketing, such as AI-driven content creation, chatbots, and automation tools.
•    Comfortable using design tools such as Canva to create visually engaging content.
•    Experience working in an international and multicultural environment, with an understanding of diverse audience needs.
•    Some experience in education, admissions marketing, or the non-profit sector is an advantage.

Skills and abilities:
•    Proven ability to write and adapt content with eloquence, ensuring alignment with brand voice and messaging.
•    Strong understanding of social media trends, audience engagement strategies, and digital storytelling.
•    Proficiency in content management systems (CMS), social media scheduling tools, and marketing software.
•    Ability to interpret data and analytics, using insights to refine content strategy and improve engagement.
•    Willingness to learn and adapt to emerging technologies and trends in marketing and communications.
•    Strong interpersonal and communication skills, with the ability to collaborate across departments and with external stakeholders.
•    Project management skills, ensuring efficient planning, execution, and optimization of marketing and communication initiatives.
•    Creative problem-solving approach and a dynamic, can-do attitude, with a strong ability to multi-task and meet deadlines.
•    Ability to establish effective working relationships with staff, students, and parents in an intercultural context.
•    Flexible approach to work hours, as the position may require evening and weekend responsibilities.
•    Chinese language proficiency is an advantage for engaging with local communities and media.