Digital Growth & Content Officer

SCOPE OF THE ROLE

• Direct Reports: Content interns, student ambassadors (as assigned)

Internal:

• Business Development, Admissions, Marketing,

External:

• Prospective students, parents, creative partners, agencies

KEY RESPONSIBILITIES
Digital Content Strategy & Execution

• Develop and execute a content strategy aligned to BIHC’s recruitment cycles and institutional positioning
• Create high-quality, platform-relevant content (video, social, web, email) that drives awareness and consideration
• Translate programs, student journeys, and outcomes into compelling, conversion-oriented storytelling
• Maintain brand consistency across all digital channels

Social Media & Audience Growth

• Manage priority platforms (Instagram, TikTok, Facebook, X and LinkedIn) with a focus on engagement and lead generation
• Build and grow a targeted audience of prospective students and stakeholders
• Drive inbound engagement (DMs, comments, inquiries) and guide them into structured admissions pathways
• Monitor platform performance and continuously optimize content and posting strategy

Lead Generation & Pipeline Contribution

• Generate qualified leads through content campaigns, digital activations, and social engagement
• Support lead nurturing through content sequencing, follow-ups, and engagement strategies
• Work closely with Admissions to ensure seamless handover and tracking of leads
• Maintain accurate tracking of leads generated through digital channels

Campaigns & Growth Initiatives

• Support the execution of student recruitment campaigns for key intakes
• Collaborate on go-to-market strategies for new programs and institutional initiatives
• Identify and leverage partnerships, creators, and platforms that enhance reach and lead generation
• Monitor competitor activity and emerging trends to inform strategy

Data, Analytics & Performance Optimization
Track and report on:

• Qualified leads generated
• Engagement-to-inquiry conversion rates
• Performance of key campaigns and content formats
• Use insights to continuously refine content, targeting, and messaging
• Provide structured performance reports and recommendations

Stakeholder Collaboration & Experience

• Work with marketing, faculty and student teams to capture authentic, high-impact content
• Ensure consistent, high-quality communication across all digital touchpoints
• Support institution and admissions-related events and activations through content and digital amplification

Administrative & Operational Support

• Maintain content calendars, campaign trackers, and reporting dashboards
• Document and improve digital marketing and lead generation processes
• Any other duties as may be assigned by management from time to time

SUPERVISORY RESPONSIBILITIES
Oversight of interns, ambassadors, and external creatives where applicable

KEY SKILLS AND PERSONAL ATTRIBUTES

• Strong storytelling and content creation capability (video, copy, digital formats)
• Deep understanding of social media platforms and audience behavior
• Commercial awareness with ability to link content to measurable outcomes
• Strong analytical skills and experience with performance tracking
• Excellent communication and stakeholder management skills
• Highly organized with strong execution discipline
• Self-driven, proactive, and comfortable working in a performance-oriented environment

EDUCATION AND EXPERIENCE

• Bachelor’s Degree in Marketing, Communications, Business, or related field
• 2–4 years’ experience in digital marketing, content, or social media roles. Agency experience preferred.
• Proven ability to execute campaigns that drive measurable engagement and lead generation
• Experience in education, hospitality, or service industries is an added advantage
• Familiarity with CRM systems, analytics tools, and content production tools