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.