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, 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.


Role overview

The Regional Director (RD), Southeast Asia will be responsible for key account management and regional strategy in the region. The job holder will manage the Student Recruitment Managers and deliver the sales plan to meet annual new student recruitment targets within budget. The RD will be the main lead for recruitment and alongside sales management responsibilities will work with the senior regional team to deliver growth in the Southeast Asia region


In undertaking this role, there is a requirement to travel across the Southeast Asia

Reports to

You will be reporting to the General Manager - Asia.



Bangkok – Visa Available

(Other SE Asia markets can be considered if existing work rights exist)



The following section outlines a more detailed, but not exhaustive, description of the duties

pertinent to this post.

Key Responsibilities and Capabilities

• Achieve targets set by senior management in the Southeast Asia region, in partnership with the Student Recruitment Managers

• Grow new student recruitment in the Southeast Asia through the development and management of profitable agent and institutional relationships, in line with the agreed sales and marketing strategy

• Line manage and co-ordinate activity for the sales team in the Southeast Asia Region. (Staff based in Vietnam, Thailand, Malaysia and Indonesia)

• Work with the regional senior leadership team to drive revenue through sales planning and senior relationships at head office level with nominated key accounts

• With your team develop the agent network in the regions to ensure that we have more active agents in relevant regions sending to our academic and creative arts centres

• Focus on increasing student yield per agent

• Work closely with the East Sales Team managers to share best practices and industry expertise

• Increase conversion rates against target through each stage of the recruitment process from initial enquiry to enrolment

• Develop new and alternative channel strategies where applicable

• Work closely with the Direct Student Recruitment Managers and Heads of Marketing to ensure appropriate digital campaigns for Southeast Asia region are launched and monitored effectively to safeguard direct recruitment from the regions

• Collaboratively working with regional manager to plan and implement successful recruitment and marketing campaigns in the Southeast Asia region via activities and events (including arranging for senior academic staff to travel in support of these

events), agent engagement, and social and digital media campaigns, working closely with the marketing team

• Provide professional educational advice and counselling services to agents, parents

and students

• Provide regular and timely market and sales reports on activity to key stakeholders across CATS Global Schools

• Provide market research, feedback and analysis to inform regional sales strategy and the sales and marketing strategy for each brand

• Maintain up-to-date agent records

• Create, rollout and manage the agent remuneration schemes in the Southeast Asia region and the scholarships and bursaries plan, within budget

• Build strong relationships with CATS Global Schools operations teams (student services, admissions, sales support, marketing etc.) to ensure the highest levels of customer service, efficiency and problem resolution


Performance Measures

• Achievement of the annual intake targets for new student recruitment of students from the Southeast Asia region

• Implementing regional sales and marketing activity within agreed OPEX, agent incentive budget and scholarships & bursaries regional allocations

• Conversion rates for students applying to CATS centres through educational agents and via direct channels

• Working with the General Manager East to input on development of the brand via innovative and high impact marketing activity to improve brand awareness, market positioning and agent share

• Work closely with the brand marketing leads to ensure core messages are articulated in line with global brand strategy

• Work with the Regional Directors, ensuring effective cross-selling in each region and successful and management of the group network of agents against targeted recruitment and profitability objectives

• Monitor and report back on market and competitor developments and trends, to shape sales and marketing strategy

And Finally

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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