Regional Head of Marketing- India

Description

Purpose of Role

The Head of Marketing (India) is responsible for ensuring the marketing process and procedures are efficiently harmonised across the region. Reporting to the Director of Marketing & Digital Activation, the role is responsible for implementation of marketing plans including brand guidelines (identity), digital/social media content plans, content support for pipeline nurturing, offline opportunities such OOH & advertising placements, B2B cross promotions, media engagement & PR, market research and competitor insight, as well as the delivery of high-quality communications in line with the Region’s strategic objectives.

ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding issues and acting and following up on all concerns appropriately.

Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.

Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.

Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.

Key Responsibilities

• The role will work with the schools in region to drive branding and content planning across offline and online channels, to develop and understand the strategies to ensure that ISP schools’ marketing strategies and initiatives are implemented with the aim of achieving student recruitment and retention targets with a view to maximising the number of enquiries, visits, registrations, and joiners.
• The Head of Marketing will maintain a customer service focused experience for all stakeholders, also driving the regional ISP schools to become the first choice in their local markets and confirming the Group’s reputation as a leader in ‘Amazing Learning’ through strong media connections, PR, maximising on media entitlements and keeping up to date on market trends and activity.

1. Marketing and Lead Generation

• Work closely with the Regional Marketing and Admissions team in providing professional support across all schools aligned with annual targets and budgets set
• Support the Schools and provide guidance regarding marketing campaigns, content plans and budgets
• Conceptualise and implement strategic campaigns for the region to support recruitment building up to the peak intake
• Identify gaps content marketing and make recommendations to close those gaps and/or improve on conversions
• Liaise with the school heads to create constant awareness for all schools across the year
• Understand the current digital marketing platforms and trends utilised in the Region across all schools
• Understand the past efforts implemented, CPL/CPD and CPA/CPE as well as conversions from Leads/Deals to Enrolments.
• Generate weekly and monthly reports for accurate tracking and reporting
• Liaise closely with the CRM Manager/ resource to ensure all ads are optimised and digital marketing spending across schools are in line with forecast
• Work closely with the Principals and Academic teams to ensure new efforts/programmes and/or courses that need marketing support i.e. EAL, Boarding Services, New HoS etc

 2. Brand Awareness: Understand brand and brand guidelines across schools

• Lead on the consistent implementation of brand guidelines, supporting overall editorial and design controls across all schools’ external communications and platforms
• Lead on any website refresh projects including design, useability, content production etc
• Maintain and monitor school websites by providing quarterly website health check reports
• Provide guidance on design and distribution of all internal school communications (newsletters, bulletins, updates) etc
• Manage key third party event organisers, publishers and media owners, to ensure exposure is maximised for ISP and all its schools in India
• Provide PR idea generation and initiative support for ISP and all schools in India
• Support schools with brand video production and content creation where required
• Support the schools with building their library of evidence/ testimonials from parents, students, teachers and staff across the year
• Conceptualise and share marketing and communication templates, tool kits and best practice to support the school teams
• Provide support and recommendations to schools on strategic OOH and advertising placements
• Provide market and competitor activity tracking and analysis to support individual schools marketing plans and strategies

• Understand current partnerships and review current arrangements/ opportunities for cross promotion
• Expand strategic partnerships with the objective of creating awareness for all ISP schools, developing opportunities to grow enrolments, and increasing loyalty amongst current/ existing parents

• Understand and nurture all agency/ vendor relationships and agreements
• Review and make recommendations that would work best for the Region in terms of resources, needs/ requirements and efficiencies
• Track lead conversion rates and continue to improve on lead to qualified lead conversion rates
• Participate in regular meetings with Digital Agency, led by the Digital & CRM manager to ensure agency has clear targets per month for the budget being utilised per school and that they are constantly challenged to optimise lead generation efforts across all schools. Reports weekly must be accurate and must contain qualitative recommendations

Qualifications and Experience

• Bachelor’s degree in Marketing, Communication or a related field.
• Previous working experience leading a Marketing function for at least 5-7 years.
• Outstanding communication, presentation and leadership skills.
• In depth knowledge of market research and marketing plans.
• Proven working experience in content planning, digital marketing, PR and brand management particularly within the industry.
• Demonstrable experience leading and managing marketing campaigns, social media and/or display advertising campaigns.
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate

ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.