Regional Brand Manager - Toa Payoh

Position Objective

This role will serve as a key. regional advisor and collaborator, driving alignment between global brand vision and local market execution.

Responsibilities:

• Champion the regional implementation of brand strategy, ensuring consistency while adapting to local market needs and cultural nuances.
• Collaborate with school leadership teams to define and develop each school’s brand identity
• including market research, competitor analysis, brand positioning, USPs, visual identity, and messaging
• with support from creative agencies.
• Serve as a brand guardian across Asia, guiding tone, visual identity, and messaging across all touchpoints, including digital, print, and physical environments.
• Provide leadership to both direct reports (e.g., graphic designers) and indirect stakeholders (ie. global, country, school level).
• Regularly audit and review brand assets across all media - including signage, digital materials, and marketing collateral to ensure consistency and quality.
• Partner with the global brand team to shape and elevate Cognita’s positioning as a trusted, premium education group.

• Working alongside the regional digital and design teams to develop marketing campaigns that are on-brand.
• Collaborate with country marketing leads, admissions, academics, and leadership teams to align marketing with school priorities and milestones.
• Strategize campaign planning and execution across digital, social, print, and experiential channels.
• Facilitate knowledge sharing, campaign toolkits, and best practices across the region.

• Conduct in-depth market research to understand parent behavior, competitive positioning, and emerging trends in international education.
• Translate insights into actionable strategies that differentiate each school while reinforcing the group’s brand promise.
• Monitor competitor activity and regional benchmarks to inform positioning and messaging.

• Drive high-quality enquiry volumes and leads to meet or exceed enrolment targets for each school.
• Monitor and report on brand and campaign performance metrics, using data to identify opportunities and areas for improvement.
• Provide strategic insights and recommendations to enhance brand effectiveness and market positioning.

• Monitor school’s brand sentiment and reputation across digital platforms, media, and parent communities.
• Track brand equity metrics over time to assess brand health and perception.

• Oversee the development of high-impact content and creative assets that reflect the brand’s tone and values.
• Collaborate with internal teams and external agencies to produce regionally relevant marketing materials.
• Ensure content is optimized for digital platforms, mobile-first experiences, and multilingual audiences.

• Experience in the international K–12 school sector or a deep understanding of parent decision-making in education is preferred.
• Proven track record of leading regional brand initiatives across diverse Asia markets is a must.
• Strong understanding of brand strategy, integrated marketing, and cross-cultural communications.
• Proficiency in tools such as Adobe Creative Suite, HubSpot/Dynamics, Google Analytics, and CRM platforms.
• Familiarity with multilingual content strategies and regional compliance (e.g., PDPA, GDPR).
• Ability to thrive in a matrixed, fast-paced, and mission-driven environment.
• Proficiency in an Asian language is a plus
• Excellent communication skills (both verbal and written) in English
• Exceptional stakeholder management, leadership, and presentation skills
• Strong organizational and time-management skills to manage multiple projects
• High level of professionalism, integrity, and attention to detail.

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• At least 10 years of progressive experience in brand, marketing, or communications—ideally in education, hospitality, or premium service sectors.

• Internal stakeholders within Cognita Asia regional office
• Sales and Marketing teams in Asia schools and other school leadership teams
• Externalparties,consultantsandspecialists.

• Based within the Regional office in Singapore
• Extended working hours to meet deadlines / regional or global meetings / attend events as required
• Ability to travel to schools as needed
• 20 days annual leave
• Medical insurance cover
• Hybrid work environment

If in the course of carrying out the duties of the role, the job holder identifies any instance that a child is suffering or likely to suffer significant harm either at school or at home, s/he must report any concerns to the School’s Child Protection Officer/Designated Safeguarding Lead or to the Head or indeed to the Regional CEO so that a referral can be made accordingly to the relevant third party services.

For interested applicants, please submit your applications via the following link:

https://cognitapeople.csod.com/ux/ats/careersite/1/home/requisition/1359?c=cognitapeople&source=Jobstreet