Regional Director, Sales and Marketing – China
About Us
Shorelight is reinventing the international education experience for students worldwide. Based in Boston, the company works directly with top-ranked, nonprofit American universities to build innovative programs and high-touch, technology-driven services that help talented students thrive and become global citizens.
Job Overview
The Regional Director, Sales and Marketing, develops and executes a multichannel revenue and growth strategy across China for Shorelight Live.
Shorelight Live is a high-growth, independent division of Shorelight serving international students, institutions, and governments through a cutting-edge, classroom-based, Live instruction platform developed by Shorelight. Shorelight Live offers elite U.S. degree-bound and Executive Education programs through partnerships with local Global Study Center host institutions.
The Regional Director role includes line management of Shorelight Live recruitment managers, multichannel marketing, and business development in the region as well as high-level account management of Global Study Center hosts. This individual drives and executes the revenue strategy across the region and multiple channels to maximize student opportunities and revenue across Shorelight Live’s portfolio of degree and certificate programs.
This position can be based in any tier one city in China and directly reports to the Vice President, International Development.
Essential Functions
Regional Strategy/Operations
- Develop and lead the execution of regional revenue growth strategy across agent and direct channels, products, and geographical subregions
- Plan and manage regional budget, including target setting, travel and expense, scholarships/discounts, marketing, and channel partner incentives
- Manage commercial relationships with Global Study Center hosts across China
- Work closely with Boston HQ to deliver critical feedback on new products, universities, and programs
- Maintain high levels of competitor awareness, product knowledge, and market intelligence
- Where applicable, engage with relevant government entities to inform and facilitate execution of the regional Shorelight Live strategy
Channel Sales Development/Management
- Grow geographic coverage and appoint/manage channel partners in new cities to achieve regional enrollment goals
- Develop and manage the annual partnership plans of key regional channel partners
- Develop and manage the execution of a multichannel revenue growth strategy across agencies, sponsorship bodies, universities, and D2C channels
- Develop and ensure execution of key regional initiatives, such as multi-application bundling and scholarship incentives, for each channel partner
Direct and Corporate Sales Development/Management
- Seek sales opportunities via industry bodies and specific employers in key degree and certificate specializations
- Develop industry relationships for use at recruitment events, for internship opportunities, and for outplacement assistance for Live degree graduates
- Define and manage integrated direct sales campaigns, including demand generation, online and offline engagement, CRM integration, pre- and post-sale processes, and activity management
- Establish and institutionalize policies and processes for the integration, where applicable, of direct and indirect sales activities to optimize lead conversion
Team Management
- Develop the team structure for the region to leverage staff strengths and recruitment opportunities
- Hire staff per approved regional hiring plan (developed by the Regional Director and approved by HQ)
- Directly manage the regional recruitment team and marketing team
- Work closely with other regional teams (enrollment services, admissions) to collaborate on priorities and initiatives to achieve targets
Portfolio Sales Pipeline Management
- Manage student demand generation and lead captures; execute against targets across each Shorelight Live partner
- Develop and ensure the execution of campaigns that enable the successful launch of new programs to the region; adjust as needed to drive target achievement
- Maintain a data-driven approach to recruitment, monitor enrollment trends, and use technology systems and outreach activities, seminars, conferences, meetings, and training events to build strong and lasting relationships with current and prospective channel partners, sponsorship bodies, and Shorelight recruitment staff
Minimum Qualifications
- Bachelor’s degree, preferably in marketing, communications, business, international relations, or related area
- 8+ years of experience in the international education/recruitment industry or a similarly structured industry
- 5+ years of direct line management experience
- Strong sales and account management skills
- Proven track record of working collaboratively in a matrix governance model
- Strategic-minded and sales-driven, with strong drive for results
- Ability to work successfully in a fast-paced environment while remaining pressure-resilient
- Excellent communication, negotiation, and presentation skills
- Exemplary customer service skills and ability to foster a customer service ethic within the regional team
- Willingness and ability to travel across the region (approximately 20–30%)
- Willingness and ability to travel to the United States twice a year on average and to Regional Director conferences as needed
- Existing network and relationships within the education industry in China
- Fluency in English and Mandarin
- Eligibility to work in the hiring location (China)
Preferred Qualifications
- Master’s degree
Application Process
To apply for this position, please visit the Shorelight Careers page to submit an application with a resume and cover letter.
Shorelight is an Equal Opportunity Employer.