Mahen Et

Over 17 years of experience in Marketing, Sales, Business Development, and Data Analytics, specialising in strategic marketing, business intelligence, and performance optimisation to deliver measurable business growth through data-driven decision-making. Results-driven marketing and business professional with expertise in strategic marketing, data analytics, and performance optimisation.

Specialist (Marketing) — Marketing and Corporate Communications at PSB Academy (Singapore) (2024-01 – Present)

• Lead the development and execution of integrated marketing strategies for UK university programmes, driving student recruitment, market growth and programme positioning across priority segments.
• Own brand governance and marketing quality standards, ensuring campaigns, communications and creative assets consistently align with institutional brand guidelines and partner university requirements.
• Lead market and competitor intelligence, translating market trends, student demand, competitive activity and performance data into actionable recommendations for programme positioning and recruitment strategy.
• Oversee multi-channel digital marketing and student acquisition strategies across paid search, paid social, email, CRM and other digital channels, with a strong focus on lead generation, conversion and marketing ROI.
• Direct content and communications strategy across digital and offline touchpoints, ensuring messaging effectively communicates programme value propositions and engages prospective students throughout the recruitment funnel.
• Partner with senior management and key stakeholders to develop recruitment strategies, campaign propositions and market-facing communications aligned with institutional objectives and commercial priorities.
• Drive cross-functional collaboration with Admissions, Sales, Academic teams, Alumni Relations, Career Services and external university partners to deliver integrated campaigns, events and strategic initiatives that strengthen brand reputation and student recruitment.
• Manage marketing budgets and resource allocation, monitoring campaign performance and optimising investment across channels to maximise acquisition efficiency, lead quality and return on marketing investment.

Specialist (Marketing) — School of Postgraduate Studies at PSB Academy (Singapore) (2022-05 – 2023-12)

Tactical Marketing

• Lead Postgraduate Marketing: Drive integrated marketing strategies for postgraduate programmes to achieve lead, enrolment and revenue objectives.
• Manage Postgraduate Portfolio: Oversee programme positioning, campaign priorities and recruitment initiatives across university partners.
• Drive Team Performance: Guide the postgraduate marketing team, set priorities and ensure effective execution against business targets.
• Lead Student Acquisition: Oversee paid search, paid social, email, CRM and other channels to improve lead generation, quality and conversion.
• Drive Market Intelligence: Analyse postgraduate demand, competitor activity and market trends to identify growth opportunities.
• Oversee Brand & Communications: Ensure campaigns and marketing materials comply with institutional and university partner brand requirements.
• Lead Stakeholder Management: Partner with senior management, university partners, Sales, Admissions and Academic teams to align recruitment priorities.
• Drive Events & Engagement: Oversee postgraduate fairs, information sessions, webinars and university partner events to support recruitment.
• Manage Marketing Budget: Allocate and optimise marketing investment based on campaign performance, lead quality and ROI.
• Monitor Business Performance: Track leads, conversion, enrolment and revenue performance, providing recommendations and corrective actions where required.

Specialist (Sales) — School of Business Management at PSB Academy (Singapore) (2021-02 – 2022-04)

• Drive Enrolment & Revenue: Lead strategies to achieve SBM UG enrolment and revenue targets.
• Lead CRM Governance: Ensure data accuracy and effective use of HubSpot and student systems.
• Oversee Student Onboarding: Drive effective post-enrolment communication and student transition.
• Drive Lead Conversion: Lead pipeline management and improve conversion performance.
• Lead Team Performance: Guide teams, resolve challenges and drive business outcomes.
• Ensure Regulatory Compliance: Maintain adherence to regulatory and institutional requirements.
• Drive Cross-Functional Alignment: Partner with Admissions, Operations and Marketing to achieve shared goals.
• Provide Performance Insights: Analyse enrolment, conversion and revenue trends to support management decisions.

Specialist (Sales & Marketing) — School of Foundation Studies at PSB Academy (Singapore) (2018-07 – 2021-01)

Products/ Courses Managed – IGCSE Preparatory Course, IELTS Preparatory Courses, Effective Business Communication in the Digital Age, English Coaching Tutorial and Study Tour. Responsible for overall sales & marketing for the School of Foundation Studies (Business Unit) @PSB Academy.

• Lead Sales & Marketing: Oversee sales and marketing for the School of Foundation Studies, driving student recruitment and business growth.
• Manage Marketing Budget: Lead budget planning and optimise marketing investment across key initiatives.
• Drive Digital Marketing: Oversee social media, Google Ads, Meta campaigns and digital engagement strategies.
• Manage Digital Content: Lead website, CMS, EDM, creative content and marketing communications.
• Drive Sales Performance: Develop and execute strategies to achieve recruitment and revenue targets.
• Lead Cross-Functional Collaboration: Partner with Advisory, Admissions, Administration and Accommodation teams to streamline student recruitment.
• Develop Study Tour Business: Manage and grow study tour opportunities with country managers and education agents.
• Drive IELTS Recruitment: Oversee student acquisition for IELTS programmes and testing services.
• Oversee Student Consultation: Manage course consultation and admissions engagement with prospective students and parents.
• Monitor Marketing Performance: Leverage Google Analytics and campaign insights to optimise acquisition and marketing effectiveness.

Team Leader at London School of Business & Finance (LSBF Singapore) (2016-12 – 2018-05)

Products/ Courses Managed – ACCA and CFA, MSc in Finance, MBA, BSc, BBA, Diploma & Advanced Diploma programmes, IELTS courses.

• Lead Local Sales Team: Guide the sales team in student consultation and recruitment for the Singapore campus.
• Drive Recruitment Targets: Monitor team performance and ensure achievement of enrolment and sales targets.
• Coordinate Cross-Functional Teams: Liaise with Advisory, Admissions, Administration and Accommodation teams to support recruitment.
• Conduct Market Analysis: Track competitor activities and identify opportunities to strengthen student acquisition.
• Lead Recruitment Activities: Coordinate orientations, presentations, education fairs and student recruitment events.
• Execute Sales & Marketing Strategies: Implement initiatives to recruit local and international students.
• Support Market & Brand Development: Drive brand awareness and recruitment opportunities across new and international markets.
• Support Commercial Negotiations: Participate in contract discussions and negotiations with partners and stakeholders.
• Drive B2B Partnerships: Develop corporate partnerships and business tie-ups to generate new recruitment opportunities and strengthen institutional relationships.

Senior Education Consultant at London School of Business & Finance (LSBF Singapore) (2015-12 – 2016-11)

Products/ Courses Managed – ACCA and CFA, MSc in Finance, MBA, BSc, BBA, Diploma & Advanced Diploma programmes, IELTS courses.

• Lead Local Sales Team: Guide the sales team in student consultation and recruitment for the Singapore campus.
• Drive Recruitment Targets: Monitor team performance and ensure achievement of enrolment and sales targets.
• Coordinate Cross-Functional Teams: Liaise with Advisory, Admissions, Administration and Accommodation teams to support recruitment.
• Conduct Market Analysis: Track competitor activities and identify opportunities to strengthen student acquisition.
• Lead Recruitment Activities: Coordinate orientations, presentations, education fairs and student recruitment events.
• Execute Sales & Marketing Strategies: Implement initiatives to recruit local and international students.
• Support Market & Brand Development: Drive brand awareness and recruitment opportunities across new and international markets.
• Support Commercial Negotiations: Participate in contract discussions and negotiations with partners and stakeholders.
• Drive B2B Partnerships: Develop corporate partnerships and business tie-ups to generate new recruitment opportunities and strengthen institutional relationships.

Education Consultant at London School of Business & Finance (LSBF Singapore) (2011-06 – 2014-11)

Products/ Courses Managed – ACCA and CFA, MSc in Finance, MBA, BSc, BBA, Diploma & Advanced Diploma programmes, IELTS courses.

• Lead Local Sales Team: Guide the sales team in student consultation and recruitment for the Singapore campus.
• Drive Recruitment Targets: Monitor team performance and ensure achievement of enrolment and sales targets.
• Coordinate Cross-Functional Teams: Liaise with Advisory, Admissions, Administration and Accommodation teams to support recruitment.
• Conduct Market Analysis: Track competitor activities and identify opportunities to strengthen student acquisition.
• Lead Recruitment Activities: Coordinate orientations, presentations, education fairs and student recruitment events.
• Execute Sales & Marketing Strategies: Implement initiatives to recruit local and international students.
• Support Market & Brand Development: Drive brand awareness and recruitment opportunities across new and international markets.
• Support Commercial Negotiations: Participate in contract discussions and negotiations with partners and stakeholders.
• Drive B2B Partnerships: Develop corporate partnerships and business tie-ups to generate new recruitment opportunities and strengthen institutional relationships.

Business Development Manager at Focus Edu Care Pvt Ltd (2009-07 – 2011-03)

Products handled – Capital Market and MBA programme. Managing overall Business Development & Marketing Activities

• Lead Business Development: Drive business development and marketing initiatives to achieve revenue and growth targets.
• Develop Growth Strategies: Plan and execute marketing strategies to strengthen programme positioning and student acquisition.
• Identify Market Opportunities: Conduct market and competitor analysis to identify new business and growth opportunities.
• Drive B2B Partnerships: Develop corporate tie-ups and strategic partnerships with companies and institutional partners.
• Lead Corporate Engagement: Engage business leaders and decision-makers to develop commercial and training opportunities.
• Drive Promotional Activities: Lead seminars, presentations and promotional activities across MBA colleges and corporate organisations.
• Manage Sales Pipeline: Develop prospects, manage leads and drive conversion across programmes and services.
• Oversee Student Consultation: Guide prospective students on suitable programmes and support enrolment conversion.
• Coordinate Programme Delivery: Collaborate with academic and operational teams to ensure effective programme coordination.

Master of Analytics (In Progress) in Analytics – Massey University, New Zealand (2026)

Bachelor of Engineering – Visvesvaraya Technological University, India (2004 – 2009)

Pre-University Course (PUC) – St.

Joseph

Pre-University College, India (2002 – 2003)

High School Certificate (SSLC) – St.

Marianiketan High

School, India (1991 – 2001)