JOB SUMMARY

Reporting to the Marketing, Admissions & Partnerships Manager, the Digital Growth & Content Officer will own BIHC’s digital content ecosystem as a revenue-generating channel, responsible for driving qualified student leads through strategic content, social media, and digital engagement.

The role focuses on building a strong digital presence, translating BIHC’s academic offering into compelling narratives, and converting audience attention into measurable admissions pipeline value.

This position works in close collaboration with the Admissions team, which retains responsibility for application conversion and enrollment closure.

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