Ensure the implementation of, and adherence to the concept of Total Marketing as it applies to the brand.
Act as the brand custodian with full accountability for providing the overall strategic direction, management and execution of marketing strategies and plans.
Aid in the commissioning of market research to inform, test and benchmark marketing activities, monitor competitive activity, and prepare segmentation and positioning strategies.
Coordinate all above the line, below the line, media buying and public relations (PR) activities such that the effectiveness of all the afore mentioned is maximized.
Assume responsibility for training and development and management of subordinate marketing personnel.
Duties and Responsibilities:
Coordination of the Total Marketing concept:
Implement the concept of ‘Total Marketing’ whereby every staff member, consultant or contractor irrespective of function or level understands their role in delivering on the marketing promise.
Elevate all staff to a state of ‘Living the Brand’;
Ensure adherence to agreed standards, processes and procedures and ensure theses are effectively and efficiently implemented to meet pre-agreed and defined audit standards.
Brand custodianship and Strategic Marketing
Control & develop strategies for the successful marketing and promotion of the Brand, maximizing the potential and enhancing the reputation of the brand within its relevant market segments.
Aid in the development of an annual marketing budget and provide fiscal direction for the department, including identifying key issues facing the business and propose objectives and strategies reflecting appropriate growth and targets and the optimal ways to achieve them.
Implement marketing strategies including the management of activities within budget requirements.
Grow student numbers and market share through effective and efficient marketing planning and execution.
Maintain and increase the student base, whilst retaining the highest levels of customer service.
Maximize the impact of the marketing campaign in supporting the sales processes.
Oversee all necessary administrative tasks, such as budget tracking, management/EXCO reports etc.
Develop and implement tailored plans at Brand and campus level for effectively meeting the needs of our current and potential students. Plans should include but not be limited to the following:
detailed strategies for each campus.
calculation and analysis of all relevant statistical summary reports and forecasts – tracking variances and developing corrective actions where necessary.
Formulate and document marketing and sales policies and procedures for standardisation, training and continuous improvement.
Monitor campus conversion rates together with the Sales & Training Manager)
Prepare monthly reports and analysis for the MD and Group Marketing Director detailing individual campus performances against the national curve.
calculation of the national Brand average based on data received from the campuses and dissemination of these statistics back the campuses for reporting purposes.
Prepare a monthly report on individual campus performance.
Market research and Environmental Analysis:
Research, initiate and implement new marketing initiatives agreed to by the Managing Director.
Develop and execute marketing plans both short and long term, including budget projections.
Evaluate market reactions to advertising programmes, merchandising, and promotional interventions to ensure the timely adjustment of marketing strategy and plans to meet changing markets and competitive conditions.
Gather competitive material, which includes course material, prospectus, website information and advertising activity plus pricing information.
Conduct environmental scanning identifying competitors, their pricing strategies, product offerings and analysis thereof resulting in comprehensive competitor files, thus developing, and maintaining expert product knowledge as well as an awareness of competitor products strengths and weaknesses.
Work with public relations agencies and/or personnel to promote products and brands, liaise and collaborate with advertising agencies with regards to all creative and brand strategies required for the brand as well as looking at campus level interventions ensuring the appropriate levels of approval.
Effectively promote and market the brand within the national markets based on the region’s requirements.
Liaise with national campus Principals with regards to the promotional programmes, marketing materials and open day and career day requirements ensuring that the brand ethos is carried through in each region.
Manage effective advertising strategies for the specific brands and generate internal divisional brand awareness where appropriate.
Monitor and control all print media advertising in selected target market publications.
Manage all sponsorship and co-marketing opportunities for the brand.
Oversee daily web site management and content updates in-house or outsourced and monitor web site statistics to plan marketing promotions and build customer loyalty.
Manage the administration of Brand attendance at external events such as Exhibitions and Education Fairs, working with other staff and external suppliers where appropriate.
At least 5 years in a classical marketing environment (preferably in an academic service environment) with a proven track record
Experience in leading successful marketing campaigns, including experience conducting market research, branding, service marketing, etc.
At least 5 years marketing experience, including demonstrated ability to implement full marketing strategy.
Honors degree in Marketing, IMM qualification, or related equivalent