Marketing Director

Job Overview

AWA Gymnastics is seeking an experienced and results-driven Marketing Director to lead the academy's marketing, branding, student acquisition and market expansion strategies in Singapore.

The Marketing Director will be responsible for strengthening AWA Gymnastics' brand presence, generating qualified student enquiries, increasing trial-class bookings and enrolments, and developing effective online and offline marketing channels.

This is a leadership role requiring a strong combination of strategic marketing, digital acquisition, brand management, data analysis and commercial awareness.

Key Responsibilities

Marketing Strategy & Student Acquisition

• Develop and execute the overall marketing strategy for AWA Gymnastics.
• Create marketing plans to increase student enrolment across recreational and competitive rhythmic gymnastics programmes.
• Develop targeted campaigns for children, teenagers, adults and parents.
• Establish monthly, quarterly and annual marketing targets aligned with enrolment and revenue objectives.
• Design effective customer acquisition funnels from initial awareness and enquiry to trial class, enrolment and renewal.
• Identify new customer segments and opportunities for business growth.

Digital Marketing

• Lead digital marketing campaigns across Google, Meta, Instagram, TikTok, YouTube and other relevant platforms.
• Develop and manage SEO and SEM strategies to increase organic and paid search visibility.
• Plan and optimise paid advertising campaigns based on leads, trial bookings, enrolments and customer acquisition costs.
• Manage website marketing performance, landing pages and online enquiry funnels.
• Develop retargeting and lead-nurturing strategies for prospective students and parents.
• Analyse campaign data and continuously improve marketing ROI.

Brand Management

• Develop and strengthen AWA Gymnastics' brand positioning in Singapore's gymnastics and sports education market.
• Maintain consistent brand identity and messaging across digital and offline channels.
• Oversee the creation of promotional materials, photography, videos, social media content, brochures and advertisements.
• Communicate the academy's coaching expertise, training methodology, facilities and student development opportunities effectively.
• Build a premium and professional brand image that appeals to both recreational and competitive gymnastics families.

Content & Social Media

• Develop the academy's overall content and social media strategy.
• Create content plans featuring coaches, training sessions, student development, competitions, events and academy achievements.
• Work with coaches and operational teams to identify suitable stories and content opportunities.
• Grow the academy's social media presence and engagement.
• Develop educational content to help parents understand rhythmic gymnastics, training pathways and student development.

Events, Competitions & Community Marketing

• Develop marketing campaigns for trial classes, open houses, holiday camps, workshops and special programmes.
• Support the promotion of local and international rhythmic gymnastics competitions.
• Coordinate marketing activities around student performances, competitions and academy events.
• Develop community outreach initiatives to increase awareness of rhythmic gymnastics.
• Identify opportunities for exhibitions, demonstrations and promotional events.

Partnerships & Business Development

• Develop partnerships with schools, international schools, preschools, clubs, community organisations and other relevant institutions.
• Identify opportunities for school-based rhythmic gymnastics programmes and enrichment partnerships.
• Develop referral and cross-promotional partnerships with complementary businesses and organisations.
• Explore collaboration opportunities with international coaches, gymnastics organisations and training programmes.
• Support the academy's regional and international brand development where appropriate.

Sales & Marketing Coordination

• Work closely with the sales and customer service teams to improve enquiry-to-trial and trial-to-enrolment conversion.
• Analyse customer feedback and identify barriers to enrolment.
• Develop promotional offers and campaigns to support enrolment and student retention.
• Monitor the performance of different lead-generation channels.
• Ensure marketing campaigns generate measurable commercial outcomes.

Team & Budget Management

• Build, manage and develop the marketing team.
• Manage external agencies, designers, photographers, videographers and digital marketing partners where required.
• Establish clear marketing KPIs and reporting systems.
• Manage the annual marketing budget and allocate resources effectively.
• Prepare regular marketing performance reports for senior management.

Requirements

• Bachelor's Degree in Marketing, Business, Communications, Management or a related discipline is preferred.
• Relevant experience in marketing, brand management, digital marketing or business development.
• Previous experience in a marketing leadership or management position is preferred.
• Strong understanding of digital advertising, social media marketing, SEO, SEM and lead generation.
• Strong commercial mindset with the ability to connect marketing activities with student enrolment and revenue.
• Experience in education, sports, enrichment, fitness, children's services or other B2C industries will be an advantage.
• Strong communication, presentation and stakeholder management skills.
• Strong analytical skills with the ability to evaluate campaign performance and marketing ROI.
• Experience managing agencies, vendors or internal marketing teams is preferred.
• Knowledge of rhythmic gymnastics or the gymnastics industry is an advantage but not essential.
• Ability to work in a fast-paced and growth-oriented environment.

Key Performance Indicators

Performance may be measured based on:

• Number of qualified student enquiries
• Trial class bookings
• Trial-to-enrolment conversion
• New student enrolment
• Customer acquisition cost
• Marketing-generated revenue
• Digital advertising performance and ROI
• Website traffic and organic search growth
• Social media reach and engagement
• Partnership and referral channel development
• Student retention and re-enrolment support
• Overall brand awareness and market presence

What We Offer

• Senior marketing leadership position within a growing rhythmic gymnastics academy.
• Opportunity to shape the brand and marketing strategy of AWA Gymnastics.
• Exposure to both recreational and competitive rhythmic gymnastics programmes.
• Opportunity to work with an international coaching team and develop partnerships within the sports and education sectors.
• Performance-driven career development opportunities.
• Dynamic working environment combining education, sports, events and international competition.

AWA Gymnastics welcomes experienced marketing professionals who are passionate about brand building, business growth, sports education and developing meaningful experiences for students and families.