Senior Executive, Market Development

About The Job

The Institute for Adult Learning (IAL), an autonomous institute of the Singapore University of Social Sciences (SUSS), is at the forefront of building capabilities and offering continuing professional development for an effective, innovative and responsive Training and Adult Education (TAE) sector.

The role is responsible for building the evidence base that informs IAL's market development decisions, and for translating that intelligence into measurable marketing outcomes across campaigns and events. The role combines market and competitive analysis, marketing data analytics, events marketing and management, and digital campaign execution, underpinned by disciplined project management. The appointee works closely with the Market Development team, Partnerships, CCIR, and relevant Centres, and reports to the Assistant Director, Market Development.

What You Will Be Doing

1. Market Analysis & Competitive Intelligence

• Conduct market and competitor scans across the CET and adult learning landscape to inform IAL's market development strategy.
• Translate market and learner insights into positioning recommendations for programmes, schemes and events.
• Identify partnership and growth opportunities arising from market gaps.
• Maintain market intelligence, industry trend and competitor-tracking repositories.

2. Marketing Analytics & Performance Measurement

• Establish and track KPIs for learner acquisition, engagement, campaign effectiveness and event participation using Zoho CRM and MAH.
• Build dashboards and reports that provide actionable management insights.
• Conduct A/B testing and campaign optimisation across digital channels.
• Ensure compliance with PDPA and data governance requirements. 

3. Events Marketing & Management

• Plan and execute marketing strategies for IAL-hosted and co-hosted events to drive registrations and engagement.
• Manage end-to-end event delivery, including logistics, budgeting and vendor coordination.
• Track event-driven lead generation and conversion outcomes.
• Support flagship and cross-divisional events as assigned.

4. Digital Marketing Campaigns

• Plan and execute multi-channel digital campaigns (eDM, social, paid media, web, SEO) aligned to IAL's overall marketing strategy and organisational goals.
• Develop key marketing assets, including landing pages, web copy, and success stories, in coordination with content and design resources.
• Monitor and analyse campaign performance, feeding results back into the analytics function above to refine targeting and spend allocation.
• Keep abreast of MarTech and digital marketing developments relevant to adult education, and recommend adoption where there is a clear efficiency or performance case.

5. Project Management & Stakeholder Coordination

• Apply structured project management discipline to marketing and events delivery, including workload planning, contract and agreement preparation, and verification of vendor or consultant deliverables prior to payment.
• Prepare budget utilisation and expense reports for campaigns, events, and related initiatives.
• Handle enquiries and coordinate with enterprises, consultants, and industry practitioners on marketing- and event-related matters, in the same enterprise-facing capacity as the CWLP project management function.
• Manage procurement of service providers (creative agencies, production houses, event vendors) in line with SUSS procurement policy, SSG marketing guidelines, and approved budgets.

General Responsibilities

• Collaborate with stakeholders across Market Development, Partnerships, CCIR, and relevant Centres to ensure cohesive marketing efforts.
• Take on special projects and ad-hoc duties arising from cross-team or divisional needs, and other tasks assigned from time to time.

Job Requirements

• Bachelor's degree in Marketing, Business, Analytics, Data Science, or a related field.
• At least 5 years of experience spanning market or competitive analysis, marketing analytics, events marketing, and digital campaign execution; experience in education, professional development, or the public sector is an advantage.
• Demonstrated project management experience, including contract or agreement handling, vendor and deliverable verification, and budget tracking, at a level comparable to the CWLP project management and marketing track.
• Proficiency in CRM and marketing automation platforms (Zoho preferred; HubSpot or Salesforce acceptable), plus BI or dashboarding tools (Tableau, Power BI, or Zoho Analytics).
• Working knowledge of SEO, SEM, paid media metrics, and A/B testing methodology.
• Strong written and verbal communication skills, with the ability to translate data into a clear narrative for management and enterprise stakeholders.
• Ability to manage multiple concurrent initiatives, and to work effectively both independently and within a cross-functional team.
• Sound understanding of PDPA and data governance requirements as they apply to learner and industry partner data.