• Reporting to: Head of Business Development (Business Development Department), with dotted-line reporting to Deputy CEO for strategic matters.
• The B2C Manager leads the direct-to-parent/family enrolment strategy, overseeing lead generation, campaigns, and conversion activities for households, siblings, preschool, and referral segments.

Job Goal 

• To design and execute Herrington International School’s B2C business development strategies by increasing direct-to-parent enrolments, managing family-focused campaigns, and ensuring all offers comply with the Baseline Fee Policy. This role sets medium-term targets for the direct channel, coordinates with Business Development Executives, and manages Admissions staff supporting B2C, and drives conversion from lead to enrolment.

• Develop and implement annual and quarterly B2C business development plans aligned with school objectives.
• Set lead-generation, conversion, and enrolment targets for family, sibling, preschool, and referral segments.
• Design and oversee campaigns such as family discounts, sibling rebates, referral bonuses, cashback, and scholarship outreach.
• Coordinate and mentor BDEs/Admissions Executives assigned to B2C; ensure timely follow-up and high service standards.
• Represent the school at parent fairs, open houses, preschool events and community forums.
• Coordinate with Digital Marketing, Admissions and Academic teams to deliver seamless parent experiences from first contact to onboarding.
• Monitor KPIs in the CRM; prepare weekly and monthly performance reports for the Head of Business Development.
• Ensure all family, sibling and referral offers comply with Baseline Fee Policy, approval processes and data protection.
• Maintain accurate records of contracts, discounts and communications in the DMS.

• Bachelor’s degree in business administration, Marketing, or related field (master’s preferred).
• Minimum 5 years’ experience in sales or business development with at least 2 years managing B2C or consumer-facing channels.
• Proven ability to design campaigns, manage pipelines, and achieve enrolment targets.
• Strong leadership, customer experience, and CRM reporting skills.
• Excellent written and verbal communication in English and Khmer.

Career Path:

• Opportunity to progress to Head of Business Development, Director of Admissions & Marketing, or Deputy CEO/CEO based on performance and leadership impact.