Chief Marketing Officer

POSITION PURPOSE
The Chief Marketing Officer (CMO) is a senior executive role responsible for uniting and leading Marketing & Communications (MarCom), National Student Recruitment, and International Student Recruitment departments. Reporting directly to the Deputy Vice-Chancellor and Vice-President (DVC) and serving as a member of both the Vice-Chancellor’s Executive (VCE) and Senior Leadership Team (SLT), the CMO will oversee the Head of each department and ensure seamless integration of strategies, operations, and resources.
This role will play a decisive part in enabling university’s ambitious scaling-up strategy, driving brand authority, student pipeline growth, and enrolment performance across Vietnam and targeted international markets. Leveraging advanced systems such as Salesforce and marketing automation, the CMO will lead a data-driven transformation to maximise lead generation, conversion, and student enrolment.
AREAS OF RESPONSIBILITY
Executive Leadership & Strategic Alignment
• Provide strategic oversight to the Heads of MarCom department, National and International Student Recruitment departments and High School Partnership department.
• Develop and execute an integrated growth strategy aligning marketing, recruitment, and international outreach to institutional goals.
• Represent marketing and recruitment perspectives at the VCE and SLT, influencing overall university strategy and decision-making.
Integrated Marketing & Brand Leadership
• Drive university’s brand positioning and visibility at national and international levels.
• Oversee the delivery of high-impact marketing campaigns, PR initiatives, content strategies, and digital engagement.
• Ensure consistency in brand voice and student value proposition across all channels and markets.
• Instil a strong sales and ROI mindset across all marketing activities, ensuring campaigns and initiatives are directly linked to lead generation, pipeline growth, and enrolment outcomes.
National & International Student Recruitment
• Set strategic enrolment targets in line with university’s growth objectives and monitor performance through data-driven KPIs.
• Build and expand global recruitment networks, partnerships, and agent relationships.
• Ensure close collaboration between marketing and recruitment teams to seamlessly manage the full student acquisition funnel from awareness to conversion.
Technology-Driven Performance & Automation
• Lead the adoption and optimisation of Salesforce CRM and automation tools across MarCom and recruitment functions.
• Implement data analytics frameworks to track, report, and improve lead generation, conversion, sales performance and student retention rates.
• Foster a culture of evidence-based decision-making.
Market Intelligence & Competitive Strategy
• Build actionable market intelligence on domestic and global student markets.
• Monitor competitor activities, industry trends, and emerging opportunities in higher education.
• Adapt strategies rapidly to capture new market segments.
Leadership & Organisational Development
• Inspire, mentor, and develop senior leaders and their teams.
• Create a collaborative, high-performance culture across marketing and recruitment.
• Champion professional growth, accountability, and innovation within the division.