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Digital Marketing Specialist

Dehong
上海市

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职位详情

12 小时前

完整职位描述

About Role

Dehong believes that each employee makes a significant contribution to our success and that the assigned responsibilities should not limit contributions.
Therefore, this job description is designed to outline primary responsibilities but not limit the employee or Dehong to only the work identified. It is the expectation of the school that each employee will offer their services wherever and whenever necessary to ensure the success of our organisation.

Our School

Dehong Shanghai International Chinese School is the first Dehong school in China, located in Minhang District. It opened in September 2017 and now has over 1,000 students across its Elementary and Secondary Schools.

In 2023, the school expanded into its newly built Phase II campus, featuring first-class facilities. These include collaborative learning areas as well as dedicated spaces for the performing arts, sports, STEAM, and innovation. The expansion enables Dehong Shanghai to grow into a school for 1,500 students, with boarding capacity for more than 900 students on campus.

Job Responsibilities

Key responsibility

Support the Marketing Supervisor in enhancing Dehong Shanghai’s brand awareness and exposure across digital channels, ensuring alignment with the Dehong brand and group strategy.
Assist in developing and executing the school’s digital marketing strategy to build influence on key platforms (Red, Zhihu, Baidu, WeChat, Douyin, etc.) and drive lead generation.
Manage day-to-day operation of Dehong’s digital platforms, including website content updates, SEO/SEM/SMM, and digital asset development.
Lead content development efforts across all digital channels, creating engaging, platform-optimised content (text, image, video, livestream) that showcases student life, academic achievements, and school community.
Provide data analysis and performance tracking across digital channels to measure effectiveness, conversion, and ROI.
Support the Marketing Supervisor in content development, collateral creation, and reputation monitoring across social media.

Social Media Management

Manage and oversee Dehong Shanghai’s social media channels (WeChat, Red, Zhihu, Douyin, etc.), including content posting, community engagement, and performance tracking.
Propose, develop, and execute creative content and initiatives (posts, short videos, livestreams) that align with campaign goals and brand messaging.
Build and manage a content calendar for all social platforms, ensuring consistent posting cadence and thematic alignment with school events, academic calendar, and marketing campaigns.
Create platform-native content formats (e.g., short-form videos for Douyin, in-depth guides for Red) tailored to each audience segment.
Collaborate with internal stakeholders (academic teams, admissions, marketing, students) to source authentic student-generated content, testimonials, and day-in-the-life stories.
Work with external vendors/agencies to produce high-quality visual and written content when required.
Monitor social media landscape for sentiment, promptly report any potential negative feedback or reputational risks to the Marketing Supervisor.
Oversee technical aspects of paid social advertising (platform setup, budget allocation, optimisation) and use analytical skills to evaluate performance.

Website Management

Maintain and manage the Dehong Shanghai website, including content updates, page layout, and functionality, ensuring adherence to EiM brand guidelines.
Write, edit, and publish SEO-optimised web content (programme pages, news articles, event recaps, student success stories) to improve user engagement and conversion.
Monitor website traffic, user behaviour, and conversion metrics using analytics tools (Google, Baidu); implement improvements to enhance usability and conversion rate.
Stay updated on legal requirements for website operations (privacy, cookie policies, etc.).

GEO, SEO, SEM & SMM

Implement SEO strategies (including GEO where applicable) to improve organic search visibility, user engagement, and prospective student enquiries.
Work with the Marketing Supervisor and EiM HQ Senior Digital Marketing Manager to plan and execute search-based digital marketing campaigns (SEM, SMM).
Regularly review analytics (Google/Baidu) to optimise website and landing page performance.

Job Responsibilities - Continued

Content Development & Production

Lead the end-to-end content creation process: ideation, scripting, shooting (photo/video), editing, copywriting, and publishing.
Produce weekly/monthly content packages (e.g., classroom insights, teacher interviews, student vlogs, parent testimonials, event highlights) aligned with the marketing campaign calendar.
Collaborate with the Marketing Supervisor to translate grade-specific pain points and insights into compelling content themes (e.g., “a day in Secondary,” “how we support individual learning journeys”).
Manage a library of reusable content assets (templates, stock photos, video b-roll) to improve production efficiency.
Use AI-enabled content tools (e.g., for copy generation, video editing, image creation) to scale output while maintaining brand voice.
Coordinate with academic and music departments to produce specialised content (e.g., Math Week highlights, music recitals, competition good news).

Reporting & Analytics

Develop regular reports to monitor digital channel trends, measure performance against KPIs, and provide actionable insights to the Marketing Supervisor.
Use content performance data (engagement, reach, conversion) to refine content topics, formats, and distribution strategies.
Collaborate with EiM HQ Senior Digital Marketing Manager to establish analytics and tracking for cost-per-lead (CPL) across different channels.

Content & Asset Support

Support the Marketing Supervisor in collecting, collating, and developing marketing materials and digital assets (images, videos, infographics, brochures).
Assist in proofreading, copywriting, and editing content for digital channels as needed.
Maintain digital asset libraries and ensure easy access for the wider AMX team.

Other Duties

Support major school events through digital content coverage (livestreaming, real-time social media updates, post-event highlight reels).
Work flexible hours (including occasional evenings/weekends) as required for events or campaigns.
Undertake any additional responsibilities reasonably requested by the line manager.

Skills and Experience Required

Experience: 3–4 years in a digital marketing or similar role within a professional environment, with a proven track record of content creation for social media and websites.
Language: Native Mandarin, with fluency in spoken and written English.
Platform Knowledge: Hands-on experience with website CMS, social media back-ends (WeChat, Red, Douyin, Zhihu), SEO/SEM/SMM tools, and analytics platforms (Google, Baidu).
Content Creation Skills: Strong copywriting and editing ability; basic design (Canva, Adobe Creative Suite) and video editing (e.g., CapCut, Premiere Rush) skills are essential.
CRM & sCRM: Familiarity with CRM and social CRM systems is highly desirable.
Data Analysis: Strong analytical ability to derive insights from content performance data and optimise accordingly.
Agency/Vendor Management: Experience working with external agencies or vendors for content production (photography, videography).
Project Management: Ability to manage multiple content deadlines independently.
Sector Knowledge: Understanding of Chinese schools and education systems is a plus.
Soft Skills: Proven communication and interpersonal skills; strong team player; able to work both independently and collaboratively.
Digital Ecosystem: Familiarity with emerging trends (livestreaming, AI-enabled content tools, GEO) is advantageous.

Safeguarding Statement

Our College/School is committed to safeguarding and promoting the welfare of all the students in our care and expects all applicants to share this commitment. We follow safe recruitment practices, which are aligned to the recommendations of the International Task Force on Child Protection. We hold ourselves to a high standard of effective recruiting practices with specific attention to child protection. All appointments are subject to an interview, identity checks, criminal record checks, successful references, possible social media checks, as well as due visa and work permit process as required by Chinese law.

Equity Diversity Inclusion Statement

EiM is committed to diversity within its team, organisational practices, policies and culture. It recognises that people with different backgrounds, skills, attitudes and experiences bring fresh ideas and perceptions, and it encourages and leverages these differences to make its work more relevant and approachable. EiM will not discriminate or tolerate discriminatory behaviour on any grounds such as, but not limited to, race, gender, disability, nationality, national or ethnic origin, religion or belief, marital/partnership or family status, sexual orientation, age or socioeconomic background. EiM strives to be an inclusive workplace where everyone feels a sense of belonging, has a voice, can raise concerns, and feels comfortable and confident. It expects everyone who works with it to share this commitment and to act accordingly, as it aspires to best serve the EiM mission and its community.

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在上海市的learning development specialist个职位

Digital Marketing Specialist

IS Technology Specialist

Sales Specialist, Commodities

Senior Manager/Manager - Data Analytics - Forensic Services - Consulting - Shanghai

Reporting Specialist

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About Role

Our School

Job Responsibilities

Job Responsibilities - Continued

Skills and Experience Required

Safeguarding Statement

Equity Diversity Inclusion Statement

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在上海市的learning development specialist个职位

IS Technology Specialist

Sales Specialist, Commodities

Senior Manager/Manager - Data Analytics - Forensic Services - Consulting - Shanghai

Reporting Specialist

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我想收到关于 上海市 的 learning development specialist 的最新职位提醒

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About Role

Our School

Job Responsibilities

Job Responsibilities - Continued

Skills and Experience Required

Safeguarding Statement

Equity Diversity Inclusion Statement

我想收到关于上海市的 learning development specialist 的最新职位提醒