Assistant Marketing Manager

Digital & Growth - at Singapore's leading AI training provider

The opportunity

AI upskilling is one of the fastest-growing segments in Singapore's education market, and Vertical Institute is at the front of it. Our marketing function is a direct driver of that growth - and we are looking for someone to sit at the operational and strategic core of how it runs.

The Assistant Marketing Manager (Digital & Growth) is the person who keeps integrated campaigns on track, leads growth experimentation across channels, and owns the Public Relations and partnership relationships that build brand visibility. You will work closely with the Head of Marketing and be the connective tissue between strategy and execution - the person who turns a brief into a campaign and a hypothesis into a validated growth lever.

This role owns end-to-end delivery of the marketing project calendar — campaigns, events, and content production — and drives customer engagement through two owned channels: EDM (email marketing) and WhatsApp automation. The person in this seat is the point of accountability for keeping marketing initiatives on schedule and for turning leads into nurtured, sales-ready contacts through automated, well-targeted customer communication.

This role is for a marketer who is equally comfortable in a spreadsheet and a strategy conversation. If you have owned campaigns end-to-end, built and run structured growth experiments, and can hold your own with senior leadership on what is working and why - we want to hear from you.

What you will own

• Own end-to-end planning and execution of marketing campaigns across B2C and B2B channels, working alongside the Digital & Growth Marketing Manager to keep every workstream aligned and on track.
• Build and maintain the marketing calendar - the source of truth for what is running, when, and why.
• Track campaign performance across channels and translate data into clear insights and recommendations that the team can act on, not just read.
• Be the operational anchor of the marketing team - the person who catches misalignments before they become problems and keeps execution tight.

• Lead a structured experimentation framework - identifying growth hypotheses, designing test plans, estimating outcomes, and closing the loop on what the data shows.
• Proactively surface growth ideas grounded in data, market insight, and a clear understanding of where the funnel is losing momentum.
• Monitor and analyse campaign and channel results with enough rigour to distinguish a signal from noise - and enough commercial sense to prioritise the initiatives that move the numbers that matter.
• Identify opportunities across the acquisition and conversion funnel and translate them into actionable initiatives with a clear owner and timeline.

• Own narrative alignment and communications execution across campaigns - ensuring what the company says publicly is coherent, on-brand, and connected to commercial objectives.
• Identify and develop partnership opportunities that build brand visibility - corporate partners, industry associations, media partners, and complementary brands.
• Manage and nurture key partnership relationships with the follow-through needed to turn agreements into activations that deliver measurable value.
• Bring partnership opportunities to the Head of Marketing with a clear view of what the company stands to gain and what it needs to commit.

Project Management

• Own the marketing project calendar end-to-end: campaign timelines, event prep, content production schedules, and cross-team dependencies with Sales, UX, and external vendors.
• Track deliverables against deadlines, flag risks early, and provide a weekly status update to the Head of Marketing with clear owners and dates.
• Coordinate cross-functional stakeholders to keep every initiative on schedule, including agencies, influencers, and event partners.

Customer Management — EDM (Email Marketing)

• Build and manage the EDM calendar: newsletters, lead-nurture sequences, event follow-ups, and course pay / government subsidy updates.
• Own list segmentation (B2B vs. B2C, industry vertical, lead source) so sends are targeted rather than generic blasts.
• Track open, click-through, and conversion rates; report monthly and iterate on subject lines, send times, and content.

Customer Management — WhatsApp Automation

• Set up and manage WhatsApp Business API / automation flows: lead capture, appointment reminders, FAQ bots, and broadcast lists.
• Design conversation flows that route warm leads to the correct salesperson without manual handoff delay, aligned to the sales team's round-robin process.
• Ensure all messaging complies with opt-in/opt-out requirements and WhatsApp Business policy.

Reporting & Optimization

• Maintain a source of truth (dashboard or tracker) covering all active projects and customer touchpoints.
• Present a monthly performance summary connecting project execution to lead volume and conversion outcomes.

What we look for

We are looking for a marketer who combines commercial instinct with operational discipline - someone who has done this before and can hit the ground running. Beyond that:

• 4 to 6 years of experience in integrated marketing, growth marketing, or digital marketing - with demonstrable commercial impact from campaigns you have owned end-to-end.
• Degree in Marketing, Communications, or a related field.
• Strong analytical mindset - you build test plans, interpret results accurately, and make recommendations you can defend with data.
• Experience working closely with senior leadership and translating strategy into structured, executable plans.
• Strong written communicator in English - clear, precise, and professional across internal briefs, campaign copy, and partner communications.
• Solid familiarity with paid media platforms and marketing performance reporting.
• Public Relations or agency management experience is an advantage.

• Experience in the education / training industry or a B2B2C business model.
• Familiarity with CRM systems (Salesforce, HubSpot, Zoho).
• Basic no-code automation experience (Zapier, Make).

Why this role

Broad ownership early

• Campaigns, growth experiments, Public Relations, and partnerships - all in one role at the 4 to 6 year mark. Most AMM roles give you one lane. This one gives you three.

Work with a strong Head

• You work directly with the Head of Marketing - a senior leader who will give you the context, trust, and feedback to grow faster than you would in a larger team.

Market tailwind

• AI upskilling is genuinely in demand. The product markets itself to an extent - your job is to make sure the right people hear about it and convert at the right cost.

Clear path upward

• This role is a direct feeder into a Marketing Manager position. Strong performers are recognised quickly in a team this lean and given the scope to match.

About Vertical Institute

Vertical Institute is Singapore's leading AI and technology training provider. We are a SkillsFuture Singapore (SSG) Registered Training Provider and IBF-accredited institution. Over 50,000 professionals have trained with us across individual programmes and enterprise engagements, including partnerships with government agencies, MNCs, and financial institutions. We are headquartered at the Lifelong Learning Institute, Paya Lebar.