Senior Officer, Digital Marketing

BRITISH UNIVERSITY VIETNAM

British University Vietnam (BUV) is the first and only international university in Vietnam authorised to award degrees from renowned UK universities: University of London, University of Staffordshire, University of Stirling, Arts University Bournemouth, Bournemouth University, and Manchester Metropolitan University. Established in 2009, BUV delivers a wide range of undergraduate and postgraduate programmes following UK academic standards.

BUV is rated 5 Stars by QS and institutionally accredited by the UK Quality Assurance Agency (QAA). With over 500 enterprise partners, 100% of BUV graduates are employed or pursue further study within three months of graduation.

Students study at a world class campus in Ecopark, developed with an investment of up to USD 165 million, offering modern facilities and an international-standard learning environment for more than 10,000 students upon completion.

POSITION PURPOSE

We are seeking a performance-driven Senior Officer, Digital Marketing to support the execution and optimization of digital marketing campaigns at British University Vietnam (BUV).

This role will focus on driving measurable results across digital channels, including brand performance, lead acquisition, and conversion. The position requires strong hands-on expertise in digital advertising, data analysis, and campaign optimization to improve marketing effectiveness and ROI.

You will work closely with internal teams and external partners to execute campaigns, optimize customer journeys, and continuously improve digital performance in support of student recruitment objectives.

AREAS OF RESPONSIBILITY

Digital Campaign Execution & Optimization

• Execute digital marketing campaigns across paid and owned channels (e.g., Google, Meta, YouTube, website, landing pages).
• Monitor and optimize campaign performance on a daily/weekly basis to improve ROI, CPL, and conversion rates.
• Conduct A/B testing and performance experiments to continuously enhance campaign effectiveness.
• Track and report campaign performance with actionable insights and recommendations.
• Work closely with Brand, Creative, Programme Marketing, and Admissions teams to ensure campaign alignment.
• Coordinate with agencies and partners to execute campaigns effectively.

Performance Marketing & Lead Generation:

• Drive lead acquisition through performance marketing activities aligned with recruitment targets.
• Optimize targeting, bidding strategies, creatives, and messaging to improve lead quality.
• Explore and test new digital channels and platforms to scale performance.

Customer Journey & Conversion Optimization:

• Support the development and optimization of customer journeys across digital touchpoints.
• Improve conversion funnels from awareness to enquiry through data-driven insights.
• Work with CRM/automation tools to support lead nurturing and engagement..

Owned Channels Management Support:

• Support optimization of website and landing pages to improve user experience and conversion.
• Ensure alignment between digital campaigns and owned channel performance..

Data, Insights & Reporting:

• Analyze data from multiple platforms (Google Analytics, ad platforms, CRM) to evaluate performance.
• Identify trends, insights, and opportunities for optimization.
• Prepare regular performance reports and dashboards.

Others:

• Budget Planning & Management: Develop and manage performance budgets effectively; monitor spending and ensure optimal allocation of resources.
• Undertake additional tasks or projects as assigned by line manager.

POSITION SPECIFICATIONS

COMPETENCIES (knowledge, skills, and abilities)

Essential

• Bachelor’s degree in Marketing, Digital Marketing, or related fields.
• 4 - 5 years of experience in digital marketing, with strong focus on performance marketing.
• Hands-on experience with digital advertising platforms (Google Ads, Facebook/Meta, YouTube, etc.).
• Strong understanding of digital funnels, lead generation, and conversion optimization.
• Experience with analytics tools (Google Analytics, dashboards, tracking tools).
• Good command of English and Vietnamese.

Key skills:

• Strong analytical and data-driven mindset
• Execution excellence and attention to detail
• Planning & organization
• Problem solving and optimization thinking
• Collaboration and teamwork
• Proactive and results-oriented attitude.

Desirable

• Experience with CRM and marketing automation tools.
• Experience in education or service industry is a plus.
• Familiarity with A/B testing, landing page optimization, and tracking setup.

COMPETENCIES (behavioural)

Essential

• Skill – Analytical thinking and problem solving
• Skill – Attention to detail and execution excellence
• Skill – Time management and organization
• Attitude – Results-driven and accountable
• Attitude – Proactive and continuous improvement mindset

Desirable

• Skill – Presentation and storytelling skills
• Skill – Innovation and change management
• Attitude – Resilience and perseverance

Attitude – Integrity and professionalism

BENEFITS

• Highly competitive salary package, monthly remuneration starts from 25.000.000 VND, depending on qualifications/experience
• 13th month Tet bonus (for Vietnamese candidates)
• Annual cost of living adjustment and performance-based bonus
• Recognition & awards programmes
• 20 days annual leave, public holidays, and 5 days paid sick leave
• Healthcare plan (private accident, medical, and dental insurance, including annual health checks)
• Education support for staff, their dependents and immediate relatives
• Relocation allowance to cover visa/flights/initial days accommodation
• Support and assistance in work permit and visa application together with relocation to and settling into living and working in Vietnam
• Various staff events through the year (outings, year-end party, sports activities and other events)
• Onsite fitness and sports centre
• Opportunity to work within a professional and multi-cultural environment