Role OverviewWe are looking for a hands-on Product Manager to take ownership of one of our key education brands, Westminster School of English.

Reporting to the Assistant Marketing Director, you will be responsible for managing the brand's day-to-day marketing activities across the entire marketing process — from understanding the products and target audiences to developing campaigns, writing advertising copy and social media content, coordinating execution, and reviewing marketing performance.

This is a hands-on role for someone who can think, create, coordinate, and execute. You will act as the main marketing owner of the assigned brand and work closely with the Event, Media/Creative, Ads & Performance Marketing, and Sales/Admissions teams to drive both brand and business results.

Key responsibilities1. Brand & Product Ownership

• Take day-to-day ownership of the assigned brand and ensure all marketing activities are aligned with the overall brand and business direction.

• Develop a strong understanding of the brand's products, services, target audiences, key selling points, competitors, and customer journey.

• Translate business and product priorities into monthly and quarterly marketing plans.

• Develop marketing approaches for products, promotions, new launches, recruitment periods, and key business initiatives.

• Ensure consistent brand positioning, messaging, tone of voice, and communication across all channels.

• Act as the key marketing contact and coordinator for the assigned brand.

• Content Creation & Copywriting

• Develop monthly content plans and content calendars based on marketing and business priorities.

• Write and edit social media posts, captions, advertising copy, headlines, key messages, website content, email communications, and promotional materials.

• Draft advertising copy and creative angles for paid campaigns across Meta, Google, TikTok, and other relevant channels.

• Create engaging content around products, promotions, student experiences, success stories, events, and brand activities.

• Adapt communication and content for different target audiences and stages of the customer journey.

• Review all content and marketing materials before publication to ensure accuracy, quality, and brand consistency.

• Marketing Campaigns

• Plan and execute integrated marketing campaigns from concept development through launch and post-campaign review.

• Develop campaign concepts, objectives, target audiences, key messages, offers, content requirements, and communication timelines.

• Prepare clear campaign briefs for the Media/Creative, Event, and Ads & Performance Marketing teams.

• Coordinate campaign assets and timelines to ensure campaigns launch accurately and on schedule.

• Support product launches, promotions, student recruitment campaigns, seasonal campaigns, and other business initiatives.

• Ensure consistency of campaign communication across online and offline channels.

• Ads & Performance Marketing Coordination

• Work closely with the Ads & Performance Marketing team to execute lead-generation and conversion campaigns.

• Develop advertising copy, campaign messages, creative angles, offers, and briefs for paid campaigns.

• Clearly communicate campaign objectives, target audiences, product priorities, and expected outcomes.

• Review campaign performance with the Performance Marketing team, including leads, CPL, CTR, conversion rates, and other relevant KPIs.

• Develop and test new copy, messages, offers, and creative angles based on performance insights.

• Continuously improve campaign effectiveness together with the Performance Marketing team.

• Media & Creative Coordination

• Work closely with the Media / Creative team to produce graphics, photos, videos, Reels, TikTok content, interviews, testimonials, and other marketing materials.

• Develop clear creative briefs covering objectives, target audiences, key messages, references, formats, and required deliverables.

• Coordinate content production according to the brand's campaign and content calendar.

• Review creative work and provide feedback to ensure it meets brand and campaign objectives.

• Support photo and video production when required.

• Event Marketing Coordination

• Work closely with the Event team on Open Houses, seminars, workshops, education fairs, webinars, student activities, and other brand events.

• Develop Pre-event, During-event, and Post-event marketing communication.

• Write promotional content, advertising copy, registration messages, and other event communication.

• Coordinate with the Performance Marketing team to drive registrations and attendance.

• Coordinate with the Media team to capture event content and create real-time or post-event materials.

• Repurpose event content into social media posts, videos, testimonials, and future marketing assets.

• Social Media & Digital Channels

• Manage the overall content direction across Facebook, Instagram, TikTok, LinkedIn, YouTube, website, email, and other relevant channels.

• Ensure content supports both brand-building and student recruitment/business objectives.

• Monitor audience engagement, comments, messages, trends, and customer feedback.

• Identify relevant trends, content formats, and new opportunities for the brand.

• Maintain an active, engaging, and consistent brand presence across digital channels.

• Performance, Insights & Reporting

• Monitor the performance of content, campaigns, events, and digital marketing activities.

• Track relevant KPIs such as Reach, Engagement, Traffic, Leads, CPL, Conversion Rate, Event Registrations, and Enrollment Contribution.

• Work with the Performance Marketing and Sales/Admissions teams to understand lead quality and conversion.

• Identify which products, content, messages, offers, and campaigns perform best.

• Use data and customer insights to improve future campaigns and content.

• Prepare monthly marketing performance summaries and recommendations for the Assistant Marketing Director.

Cross-functional Collaboration

• The Brand Executive / Senior Brand Executive will act as the central marketing coordinator for the assigned brand and work closely with:

• Event Team

Event planning, promotion, registration, and event execution.

• Media / Creative Team

Design, photography, video production, and creative assets.

• Ads & Performance Marketing Team

Paid media execution, lead generation, campaign optimization, and performance reporting.

• Sales / Admissions / Counselor Team

Product priorities, customer insights, lead quality, conversion, and enrollment.

• Academic / Product Team

Product information, course details, program updates, and key selling points.

• Assistant Marketing Director

Overall marketing direction, strategy, priorities, campaign approval, and performance oversight.

Qualifications

• Bachelor's degree in Marketing, Communications, Business Administration, Journalism, or a related field

• 2–5 years of experience in Brand Marketing, Content Marketing, Digital Marketing, Marketing Communications, or a related role

• Strong copywriting and content creation skills with the ability to write engaging marketing and advertising content

• Good command of Thai and English, both written and spoken

• Strong understanding of social media and digital marketing

• Basic understanding of paid advertising and performance marketing metrics

• Ability to develop campaign concepts and translate ideas into clear briefs and actionable plans

• Strong project management, communication, and cross-functional coordination skills

• Able to manage multiple campaigns, content pieces, stakeholders, and deadlines simultaneously

• Creative, proactive, detail-oriented, and highly hands-on

• Comfortable taking ownership of projects from idea through execution and performance review

• Experience in education, international education, language schools, study abroad, or related service businesses is an advantage

• Familiarity with Meta Business Suite, Google Analytics, Google Ads, CRM, and other marketing tools is a plus