About the job
AN AFRICAN AUTHORITY
Boma International Hospitality College is a Pan-African authority in hospitality and culinary training, research, and management consulting. Founded in Kenya and anchored in the Kenya Red Cross Society’s social enterprise network, BIHC advances service excellence, workforce development, and enterprise growth across Africa’s hospitality and tourism ecosystem.
Recognized as Africa’s most awarded hospitality and culinary school, BIHC delivers Swiss-standard education through its academic affiliation with BHMS Switzerland, supported by global certification pathways, practical industry training, and strong regional partnerships. Our model brings together education, coffee innovation, applied research, and consulting through BIHC, BIHC Coffee House, BIHC-PATHRI, and BIHC Consulting.
HOW YOU WILL FIT INTO OUR MISSION
At BIHC, we are proud to be a close, responsive, and service-driven institution. Our size allows us to understand the unique needs of our students, clients, partners, and stakeholders, and to respond with the care, urgency, and professionalism that define our standard of excellence.
As an ISO 9001:2015 certified organization, quality at BIHC is built into how we train, serve, consult, research, operate, and hold ourselves accountable. We are committed to consistent service delivery, regulatory compliance, continuous improvement, and experiences that meet the expectations of our students, clients, partners, industry stakeholders, and the wider communities we serve.
In this role, you will help protect and strengthen that standard. You will be expected to uphold high standards, identify gaps, support improvement, and contribute to a culture where every client interaction is handled with purpose, every process adds value, and excellence is practiced daily.
WHAT YOU WILL DO AT BIHC
Reporting to the Marketing, Admissions & Partnerships Manager, the Digital Growth & Content Officer will own BIHC’s digital content ecosystem as a revenue-generating channel, responsible for driving qualified student leads through strategic content, social media, and digital engagement.
The role focuses on building a strong digital presence, translating BIHC’s academic offering into compelling narratives, and converting audience attention into measurable admissions pipeline value.
This position works in close collaboration with the Admissions team, which retains responsibility for application conversion and enrollment closure.
SCOPE OF THE ROLE
Direct Reports: Content interns, student ambassadors (as assigned)
Internal Links: Business Development, Admissions, Marketing,
External: Prospective students, parents, creative partners, agencies
KEY RESPONSIBILITIES
Digital Content Strategy & Execution
- Develop and execute a content strategy aligned to BIHC’s recruitment cycles and institutional positioning
- Create high-quality, platform-relevant content (video, social, web, email) that drives awareness and consideration
- Translate programs, student journeys, and outcomes into compelling, conversion-oriented storytelling
- Maintain brand consistency across all digital channels
Social Media & Audience Growth
- Manage priority platforms (Instagram, TikTok, Facebook, X and LinkedIn) with a focus on engagement and lead generation
- Build and grow a targeted audience of prospective students and stakeholders
- Drive inbound engagement (DMs, comments, inquiries) and guide them into structured admissions pathways
- Monitor platform performance and continuously optimize content and posting strategy
Lead Generation & Pipeline Contribution
- Generate qualified leads through content campaigns, digital activations, and social engagement
- Support lead nurturing through content sequencing, follow-ups, and engagement strategies
- Work closely with Admissions to ensure seamless handover and tracking of leads
- Maintain accurate tracking of leads generated through digital channels
Campaigns & Growth Initiatives
- Support the execution of student recruitment campaigns for key intakes
- Collaborate on go-to-market strategies for new programs and institutional initiatives
- Identify and leverage partnerships, creators, and platforms that enhance reach and lead generation
- Monitor competitor activity and emerging trends to inform strategy
Data, Analytics & Performance Optimization
Track and report on:
- Qualified leads generated
- Engagement-to-inquiry conversion rates
- Performance of key campaigns and content formats
Use insights to continuously refine content, targeting, and messaging
Provide structured performance reports and recommendations
Stakeholder Collaboration & Experience
- Work with marketing, faculty and student teams to capture authentic, high-impact content
- Ensure consistent, high-quality communication across all digital touchpoints
- Support institution and admissions-related events and activations through content and digital amplification
Administrative & Operational Support
- Maintain content calendars, campaign trackers, and reporting dashboards
- Document and improve digital marketing and lead generation processes
- Any other duties as may be assigned by management from time to time
SUPERVISORY RESPONSIBILITIES
Oversight of interns, ambassadors, and external creatives where applicable
KEY SKILLS AND PERSONAL ATTRIBUTES
- Strong storytelling and content creation capability (video, copy, digital formats)
- Deep understanding of social media platforms and audience behavior
- Commercial awareness with ability to link content to measurable outcomes
- Strong analytical skills and experience with performance tracking
- Excellent communication and stakeholder management skills
- Highly organized with strong execution discipline
- Self-driven, proactive, and comfortable working in a performance-oriented environment
EDUCATION AND EXPERIENCE
- Bachelor’s Degree in Marketing, Communications, Business, or related field
- 2–4 years’ experience in digital marketing, content, or social media roles. Agency experience preferred.
- Proven ability to execute campaigns that drive measurable engagement and lead generation
- Experience in education, hospitality, or service industries is an added advantage
- Familiarity with CRM systems, analytics tools, and content production tools
PERFORMANCE FRAMEWORK (GUIDING METRICS)
- Qualified leads generated through digital channels
- Engagement-to-inquiry conversion rate
- Growth and quality of digital audience
- Contribution to overall admissions pipeline (not final enrollment closure)
BOUNDARY OF RESPONSIBILITY
This role is responsible for lead generation and digital pipeline development. The Admissions team retains responsibility for application conversion, admissions processing, and enrollment closure.
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