Marketing Manager

Job description / Role

About the Role

GEMS Education is looking for a creative Marketing Manager who will develop strategic marketing plans and conduct promotional activities to support GEMS Education & individual school brands. The Marketing Manager is responsible for planning and executing marketing campaigns, aimed at creating awareness, interest, and ultimately enrolments within assigned GEMS schools. The candidate will be responsible for a cluster of schools and will serve as a primary interface between the school and the rest of the marketing team to ensure development and delivery in line with the marketing plan.

Key Accountabilities:

Strategy & Financial
- Lead the development of assigned cluster of schools cross-channel marketing strategies taking into account the USPs and business objectives of the assigned schools.
- Develop marketing strategies that leverage cross-channel synergies to maximize brand reach and exposure thereby driving enrolment objectives.
- Lead in articulating brand USPs for each assigned school.
- Support the execution of the corporate brand strategy.
- In partnership with the Digital Team, develop advertising and paid media strategy to ensure maximization of exposure for assigned schools within the portfolio.
- Develop a network of vendors in collaboration with the procurement team in support of business objectives.
- Propose, secure, and manage/ensure compliance with assigned annual marketing budgets for the assigned cluster of schools.
- Provide input on the development of policies, systems, and processes to drive efficiency.
- In partnership with the Digital Team, report performance on key marketing KPIs and ROI for all campaigns across assigned schools at agreed frequencies.
- Provide input on the development of policies, systems, and processes to drive efficiency.

Marketing Management

Design, management, and production of all marketing campaigns and promotional activities for the assigned cluster of schools and the corporate brand as needed.
- In conjunction with the Schools and Business Partners identify and drive understanding around the target customer and their relevant customer journey to conceptualize timely, relevant, and impactful campaigns.
- Create annual marketing plans and drill down specific marketing initiatives by month in line with school objectives and needs.
- Manage and curate outreach to avoid potential overlaps in the school's marketing efforts.
- Monitor the performance of the paid media plan to ensure compliance with brand guidelines, and ensure corrective action is taken where necessary.
- In partnership with the Digital Team, identify, oversee, and recommend methods and techniques to assess the creative effectiveness of marketing communications plans.
- Support with reporting models/criteria and frequency around campaign effectiveness to support future optimization of campaigns.
- Develop marketing materials and collateral in line with campaign/school needs eg. Fact sheets, brochures, etc.
- Develop GEMS marketing materials and collaterals.
- Ensure availability of creative assets including photography/videos and other relevant media for all schools. This includes support to photography/videography teams and content creators with shoot direction.

Brand Management

Enforce brand standards across schools, ensuring consistency and adherence to the standards and protecting the brand image.
- Manage the design of brand assets (logo, print material, packaging, stationary, advertising, website, etc.) which effectively positions the brand and maximizes its value.
- Serve as custodian of brand identity for the assigned cluster of school brands as well as the corporate brand.
- Assist in the articulation of each school brand including the USP, RTBs, discriminators as well as the foundational pillars of the brand using tools such as the brand key.
- Monitor competitive marketing activities and provide insights to the broader team.

Others
- Ensure adherence to company policies as well as legislative and regulatory requirements for all campaigns.
- Serve as point of contact for external agencies and vendors and ensure GEMS interests are best represented.
- Managing relationships with key stakeholders across the organization.
- Maintain a close relationship with the Digital team on paid media campaigns and website traffic insights.
- Develop and lead the briefings to the Design team around the creation of Marketing and Brand Campaigns and assets.
- Coordinate and manage campaign materials review with relevant stakeholders and secure sign-offs before release.

Requirements

Qualifications, Experience & Skills:
- A degree in Marketing coupled with a graduate degree (MBA or otherwise) is preferred.
- Minimum 5-7 years of Marketing experience with 3 years in a managerial capacity.
- Industry and agency experience is an asset but not mandatory.
- Excellent interpersonal skills; good negotiating skills; strong analytical skills; High discerning skills; Excellent presentation skills; Results oriented Innovative; forward-thinking and ROI-driven mentality.
- The ability to communicate, influence and "manage up" at an executive level and to be able to read consumer trends ahead of the competition.

About Your Benefits
An attractive remuneration package is on offer to the successful candidate including tax-free salary, medical cover, tuition fee concessions, annual leave, and end-of-service benefits.

About the Company

GEMS Education is a pioneering education company with an international network of award winning K-12 schools. Over the past 55 years GEMS has grown from one school to being a truly global company with one incredible mission – to make quality education available to every student. Over 20,000 education professionals unlock the potential of over 250,000 students across 14 countries each and every day, preparing children of all ages for real world success.