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Regional Head of Marketing

ISP Brazil
Sao Paulo, Brazil
Date Added: Jun 19, 2024

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Description

Purpose of Role

The Regional Head of Marketing is responsible for ensuring the marketing process and procedures are efficiently harmonised across the region. Reporting to the Regional Managing Director, the role is responsible for implementation of marketing plans including brand guidelines (identity), digital/social media content plans, content support for admission 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 and Health & Safety 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.

Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.

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 in respective school 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 Admissions and Retentions Lead 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.
  • Liaise with the school heads to create constant awareness and improve brand presence for all schools through 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 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 Head of School etc
  • Develop and execute school specific marketing initiatives through Marketing Managers, in respective schools.

 

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 Brazil.
  • Provide PR idea generation and initiative support for ISP and all schools in the region.
  • 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.

 

3. Strategic Partnerships

  • 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.

 

4. Agencies and 3rd Party Vendors

  • 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 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.

 

Skills, Qualifications and Experience

  •  Bachelor’s or Master’s degree in marketing, Communication or a related field.
  • Previous working experience leading a Marketing function for at least 8-10 years preferably in International K12 School Chains
  •   Outstanding communication, interpersonal skills, 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.
  •    Ability to collaborate and drive initiatives and objective with peers, partners and School Principal.
  •    Demonstrable experience leading and managing marketing campaigns, social media and/or display advertising campaigns.
  •     Proficiency in marketing analytics tools and platforms.
  •    Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.

 

ISP Leadership Competencies

You consistently demonstrate and role-model the ISP Leadership Competencies in all that you do.

 

  1. Collaboration. Takes an active part in leading their school or region; is cooperative and a genuine team player, developing positive, supportive relationships with colleagues to solve problems and maximise opportunities.
  2. Learning & Getting Better. Continually demonstrates personal commitment and passion for learning and getting better using evidence and feedback; supporting others in their continual learning, development and growth.
  3. Innovation Leadership. Is good at creating an environment where ideas for learning initiatives and services are generated and is able to motivate and inspire others through the process of creation through to completion.
  4. Outcome driven. Can be counted on to find solutions. Is consistently looking to exceed goals and is focused on KPIs.
  5. Resilience. Can deal with setbacks and challenges calmly and effectively.
  6. Community Focus. Is committed to meeting and exceeding the needs and expectations of our students and their families.
  7. Integrity & Ethical Management. Has the ability to work ethically and with integrity; helps others feel valued; upholds and models the ISP Vision, Purpose and Principles.
  8. Leading & Inspiring Others. Supports, encourages and inspires students, colleagues and teams so that they give their best.
  9. Understanding People. Is a very good judge of talent, can objectively articulate the strengths and motivations of people inside or outside the organisation.
  10. Influencing & Communication. Consistently informs, influences and inspires students, parents and colleagues through timely and effective communication.
  11. Agile. Responds and adapts to changing circumstances; manages and solves problems by providing solutions in a climate of ambiguity.
  12. Strategic, Commercial & Financial Awareness. Has the ability to apply understanding of the business and industry to improve effectiveness and profitability.
  13. Planning & Decision Making. Makes decisions on the best course of action and then plans, organises, prioritises and balances resources to achieve the desired outcome.
  14. Diversity & Equity. Has the sensitivity, awareness and skill to understand the values, behaviours, attitudes and practices across cultures that supports all children and adults to learn and work effectively.

 

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, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history. 

 

ISP Commitment to Diversity, Equity, Inclusion, and Belonging

ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.

 

 

 

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