About CATS Global Schools
CATS Global Schools is a leading education group committed to inspiring the next generation of world shapers. With a history dating back to 1899, but a focus on the future, our group brings together 16 institutions comprising independent boarding schools, an Arts University College, English language schools and a variety of summer programmes in the UK, US, Canada and China. Each year, we provide 18,000 students around the globe with the education they need to develop real-life skills for the future. We are dedicated to academic excellence and our students benefit from our well-developed links to over 40 top global universities.

We create a positive learning environment where every student is empowered to make a contribution to shape their world. This is made possible because of the commitment of our pioneering, persevering people who do the very best for our students.


General Manager Asia will be responsible for the leading the execution across all the CATS Global Schools brands in China, North East Asia, South East Asia an Central East Asia. We expect this role to deliver on aggressive targets and show real terms growth in an evolving and competitive space.

Reports to
Global Sales Director

Beijing, Shanghai, Hong Kong, Bangkok (other locations within the region will be considered on a case-by-case basis)

Start Date 

ASAP - Notice periods taken into consideration, delayed start date available for the right candidate


  • Ownership of the sales and marketing strategy in Asia, with a focus on business development, ROI and expansion of student recruitment channels
  • Creating a robust staff development plan 
  • Leading and mentoring the Regional Sales Directors to ensure peak performance and results
  • Ensuring each brand (CATS UK, CATS Boston, CSVPA, Bosworth, BCS, St Mike’s and Stafford House) meets sales revenue targets
  • Developing a long-term feeder channel strategy and leading on existing partnerships in China, SEA, NEA and CEA
  • Working with CGS schools overseas to support product development and articulation pathways for the UK and US centres
  • Managing the overall sales and marketing budget for the region and ensuring a group approach which delivers maximum efficiencies
  • Ownership of key agent relationships and key account management
  • Feeding back to Senior Leadership Team on any regional developments or opportunities
  • Proactively identifying and acting on revenue generating opportunities in the region



  • The candidate must be eligible to reside and work in Asia
  • Educated to degree level or equivalent
  • Exceptionally strong leadership skills
  • Proven track record of success in international student recruitment in Asia
  • Proven track record of building a highly successful sales team
  • Ability to coach, guide and mentor team members to maximise their full potential
  • Robust yet flexible management style to managing team members of different cultural backgrounds and experience levels
  • Excellent consultative sales skills
  • Strong relationship manager at key account level, with proven ability to influence partner marketing strategy
  • Ability to organise regional resources and sales operations to deliver sales and ROI outcomes
  • Passionate about education and able to effectively align commercial and educational goals
  • Exceptional analytical skills and able to use data to formulate strategy


We are committed to diversity, inclusion and belonging. Building on our core values – Pioneering, Persevering, People – we pledge to deliver a series of events, guest speakers and focus groups to make CATS Global Schools an employer of choice for all.  


CATS Global Schools are committed to safeguarding and promoting the welfare or our students and expect everyone connected with the organisation to share this commitment. All positions are subject to safer recruitment pre-employment checks in line with KCSIE guidelines


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