Develop a content strategy for the China Bilingual Region and an ongoing pipeline of content that can be used year-round to inspire, engage and inform all relevant internal and external stakeholders including parents, students, staff and alumni.

• 
  Work with the Regional Director of Admissions and Marketing and Head of Marketing and Communications to develop and sign off a content strategy for the China Bilingual region aligned to the brand equity pyramid, NAE & school specific USP.

• Draw down the global content strategy and annual plan to source Nord Anglia thought leadership content for tailoring and re-application locally for the China Bilingual market.

• Source original local content to amplify the global calendar using best practice from the Nord Anglia Parent Experience Journey (PEJ) and trending education topics within the China Bilingual Market.

• Engage with regularly with Communications team members across the region to collect news and updates from the classroom and from offsite trips, events and activities.

• Work with external contributors including parents, alumni and appropriate influencers to create additional content for the region and schools.

Execute the region content strategy across all school communication channels including News & Blogs and social media (wechat & weibo).

• 
  Draw down the global News items and amplify with local stories to ensure a continuous stream of interesting and relevant updates about the China Bilingual schools and Nord Anglia Education.

• Oversee all ad hoc logistical and news communication for the region and schools, ensuring consistency and appropriate frequency in communication.

• Lead, manage and maintain the region’s main wechat sites as well as overseeing all school wechat sites, executing the content strategy to optimise engagement with target readership and ensure that new content is published in a timely fashion.

• Manage the creation and maintenance of wechat categories and authors.

• Work with Digital Marketing executive to ensure all content is search engine optimized.

• Develop stories for pitching to relevant local media contacts.

• Support the school MAC teams across the region through attendance at school recruitment events where necessary.

Build the region’s online community through social media, driving both followers and engagement (shares and comments) by supporting schools with a clear strategy.

• 
  Draw down the social media channel strategy from global and regional to ensure that each school social media channel is used appropriately for the target audience

• Working with the Regional Head of Marketing and Communications develop an appropriate engagement strategy for each social media channel (frequency and type of posts, use of paid versus unpaid activity etc.).

• Work towards an agreed target regarding number of posts per day on each social media channel in use by the schools.

• Monitor the regions schools key social media metrics on a weekly basis and share across the Regional MAC team and wider audience.

• Actively work to develop content that drives the ‘conversation’ and generates engagement from the school community through shares and comments.

• Coach and develop other social media contributors throughout the region, always ensuring the highest quality standards are adhered to.

Support the Regional and Central Digital Marketing team to optimize the development of the website and demonstrate leadership for the schools at every stage of the parent online research journey.

• 
  Manage the school websites via the CMS.

• Work with the regional and central teams to optimize SEO and implement recommendations for improvement.

• Write the copy and provide any visual imagery requested by the regional and central MAC team for the websites and paid campaigns.

• Support and execute the email marketing strategy and plan for the school.

Working with the Regional DAM and Head of Marketing and Communications, lead the PR and media strategy for the region.

• 
  Develop and build media relationships so the school is top of mind and first choice when journalists are looking for contributors.

• Leverage paid advertising and advertorials to gain editorial coverage aligned to school brand messages.

• With guidance from the Regional and Central teams, respond appropriately to media enquiries.

• Support the school team on crisis communications working with the Regional and Central teams as appropriate.

Develop the Photography and videography repository for the region and schools, ensuring the highest standards are adhered to in line with global guidelines and school aesthetic quality.

• 
  Leverage the regional and global photo / video bank where appropriate in regional and school communications.

• Oversee the development of the schools photo / video bank, based on global guidelines, high aesthetic quality, brand fit and appropriate parental usage rights.

• Refresh the schools photo / video bank regularly and annually through the use of a Nord Anglia approved photographer or videographer.

• Provide a clear brief to any external photographer / videographer or member of staff that provides photographs / videos for the school to ensure all images and film are aligned to global guidelines and brand fit.

• Develop own photography, videography and editing skills, drawing on regional and global expertise.

Provide appropriate leadership, coaching and best practice sharing to other members of the MAC and wider school teams.

• 
  Provide supportive and focused leadership to enable a Communications Executive to reach their individual, team and school goals.

• Act as a role-model to other members of the Regional MAC Team and school MAC Teams coach the best from them.

• Support the DAM to develop a culture where the school engages as one and works to ensure admissions is a whole school responsibility.

• Contribute to the sharing of best practice in communications across the MAC school team, region and group.