See Kay Leong

Role summary - the Director of Admissions and Marketing is a member of the College Leadership Team, overseeing all aspects of College Admissions and Marketing to attract, build and retain a community of families who embrace the holistic educational journey for students to succeed within and beyond Dulwich. Leading a team of experts and providing a personalised and warm admissions experience to manage the school's enrolment and growth plan.

• Deliver the Group admissions promise, ensure admissions targets are met and new strategies are applied to maximise enrolment.
• Maintain accurate data on enrolment, tracking this through the year and against previous years, and making recommendations for the setting of targets for the year ahead.
• Manage forecasting, scorecard & maximise enrolment
• Assure quality in the levels of customer service in all relevant touchpoints and ensure the highest quality of prospective parent communication through all available media.
• Be the school’s ambassador to engage with key local stakeholders to inform and enhance the College’s marketing strategy to attract “best fit” families.
• Analyse market opportunity, segments and deliver competitive intelligence, including conducting parent research to understand and create personas.
• Design admission journey based on research and personas development.
• Administer all relevant data including integration to iSAMS.
• Build partnerships and outreach to maximise enrolment.
• Develop marketing strategy that attracts and retains best fit families and staff.
• Brand custodian to adapt group marketing and advertising campaigns in the local market.
• Take responsibility for the design and development of promotional materials to target “best fit” families.
• Manage the school’s website, including analytics and SEO, to maximise attraction and engagement with prospective “best fit” families.
• Support all school marketing services, providing marketing collaterals for teachers and students as required, as well as in school design including displays and signage.
• Develop and implement whole College community events to attract and retain best fit families.

• Manage all operational aspects including line managing staff in the Admissions Department.
• Prepare enrolment data and support enrolment forecasting.
• Review current Admissions Policy and Processes in alignment with Head Office guidelines and the School's Vision and Mission.
• Manage the Admissions journey and Processes including delivering excellent experience for prospective families from the enquiry to formal admission.
• Manage the onboarding of new students and their parents.
• Development of in-market recruitment strategy to convert and retain students and their families via but not limited to Campus Tours, Open Days, website, marketing materials, parent and student ambassadors.
• Ensure data collection and entry processes are robust and consistent on iSAMS and OpenApply for reporting and data analysis purposes.
• Analyse market opportunity, customer personas/segments and deliver competitive intelligence around education sector as well as related industries, both in the local as well as regional markets.
• Conduct parent research to deepen our understanding of key customer personas and develop new personas if applicable.
• Prepare regular reports for College Leadership Team, Board of Trustees and Head Office.
• Oversee admissions operations and withdrawal processes to ensure compliance to the School's Admissions Policy, Terms & Conditions, as well as Financial Policy.
• Oversee admissions processes to ensure compliance to local government regulations, including eligibility guidelines of the Municipal and local district Education Bureaus. This includes working closely with Government and External Relations Department to review and update eligibility requirements and related documents.
• Working with College Leadership Team and other staff member at the School and Head Office for audits and inspections by both internal and external bodies.
• Maintenance of student records to ensure compliance with local Government requirements (Registrar role).

Role summary - developing and implementing memorable community events for key stakeholders including parents, students and staff as part of DCB's recruitment and retention strategy. Work with the School's Parent Association to create and support their events for parents. Overall management of the School's event calendar.

Role summary - support the implementation of memorable community events for key stakeholders including parents, students and staff as part of DCB's recruitment and retention strategy. Provide event support to the School's Parent Association.

• During this time, I was a stay-at-home mom and also worked as a marketing consultant to Young Starters Academy, a boutique bilingual kindergarten in Beijing.
• I also raised funds and organised a music event for babies and toddlers titled ‘Carnival of the Animals’ at the Grand Hyatt Beijing Hotel in May 2012.

Role summary - led 2 departments with 26 staff responsible for marketing Singapore as destination for leisure travel, business, healthcare and education tourism. Responsible for annual budget of SGD20 million covering above and below-the-line media, as well as digital and social media.

Role summary - I was appointed as Project Director overseeing Singapore’s participation at the Shanghai World Expo 2010. Responsible for overall project management including construction management, development of visitor journey, events strategy, publicity, marketing, administrative and operational support to ensure the successful set up and running of the Singapore Pavilion at the Expo.

Role summary - Headed Singapore Tourism Board’s Beijing office for 3 years. Was responsible for market promotion as well as business development with annual targets consisting of visitor arrival and expenditure, length of stay, visitor nights, tourism receipts, short and long term student arrival. Markets covered included Beijing, Tianjin, Hebei, Shanxi, Liaoning, Jilin, Heilongjiang provinces and Inner Mongolia.

During this period, I held various positions at the Singapore Tourism Board including:

• Assistant Director, Sightseeing & Cruise Division, responsible for the development of new sightseeing attractions in Singapore.
• Assistant, Brand Creative Services, responsible for developing marketing communications for printed and digital media and product placement through partnership with film companies and world renowned movie directors.
• Manager, Destination Communications
• Assistant Manager, eMarketing

• Handled channel distribution as well as programme sales for North Asia (China, Korea & Japan) and South Asia (India, Sri Lankan & Pakistan). This included identifying new markets as well as working with regulatory bodies in the respective markets to secure landing/broadcast rights for the channel.
• Worked with key cable operators in assigned territories to promote the channel to consumers and corporate clients. This included identifying potential corporate clients and developing customized sponsorship ideas for the clients.

• Was responsible for all marketing and PR activities, as well as trade relations for Nickelodeon Asia across Asia Pacific. Markets covered included Singapore, Malaysia, Philippines, India and New Zealand.
• Organised mega on-grounds events to market the channel targeting kids. Events included a treasure hunt around popular animated series SpongeBob SquarePants in Auckland, New Zealand, a ‘Rugrats Movie Marathon’ for the premiere of the 2nd Rugrats Movie (‘Rugrats in Paris’) in Mumbai, India as well as the ‘Nick Kids Day Out’ carnival in Subic Bay, Manila, Philippines.

• Managed a team of 3 executives to market MediaRing’s internet telephony application through online marketing.
• Developed strategy plan to move consumer users from using free internet telephony services to paying for value-added services. Directly responsible for user / subscriber base. User base increased three fold from 1 to 3 million within a year.

• Responsible for content development of SingaporeOne, IDA’s first broadband website
• Developed and carried out marketing initiatives to increase the user base of the site through web marketing, print advertisements and on-ground events.

• Regional Account Manager for Levi Strauss covering Asia Pacific region including Singapore, Malaysia, Thailand, Philippines, Korea and Japan.
• Other client included such as Jay Gee Holdings (brands include Levi’s jeans, Keds footwear, Metropolitan Museum of Art accessories), Malaysia Dairy (brands include Yakult, Marigold Peel Fresh juices, Marigold Fresh Soya Milk), Gillette Asia Pacific and the World Trade Centre Singapore (has since ceased operations).