Job Description

Job Purpose:

The Marketing Manager will plan, implement, and manage marketing activities to promote the college's programs, services, and brand. 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 commissioning 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 to maximise the effectiveness of all the aforementioned. Assume responsibility for the training and development of the marketing department personnel.

Duties and Responsibilities:

Develop a comprehensive marketing strategy to increase the college's visibility and attract prospective students. Implement the xe2x80x98Total Marketingxe2x80x99 concept whereby every staff member, consultant, or contractor, irrespective of function or level, understands their role in delivering on the brand promise. Elevate all staff to a state of xe2x80x98Living the Brand promise.

Brand Custodianship and Strategic Marketing

• Control and develop strategies for the successful marketing and promotion of the RC Brand, maximising its potential and enhancing its reputation within relevant market segments.
• Managing the marketing budget effectively, allocating resources efficiently, and ensuring cost-effectiveness in all marketing initiatives.
• 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 campaigns in supporting the sales processes.
• Oversee all necessary administrative tasks, such as budget tracking, management, marketing forums, Manco and Exco reports etc.
• Overseeing advertising campaigns across various channels such as digital marketing, social media, print, radio, and television to effectively reach potential students and parents.
• Utilizing various online marketing techniques like SEO, SEM, social media, email, and content marketing to reach and engage prospective students in the digital space.
• Ensure the college's brand identity is well-defined, consistent, and effectively communicated across all marketing materials and platforms.
• Ensuring effective communication with internal stakeholders, such as faculty, staff, and management, to align marketing efforts with the college's overall objectives.
• Ensuring all marketing activities adhere to legal and regulatory requirements, including data protection and advertising guidelines.
• Develop and implement tailored plans at the Brand and campus levels for effectively meeting the needs of our current and potential students. Calculate and analysis of all relevant statistical summary reports and forecasts xe2x80x93 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 National Sales Manager.
• Prepare monthly reports and analyses for the MD, COO and Group Marketing detailing individual campus performances against the national curve.

Market Research and Environmental Analysis:

• Research, initiate and implement new marketing initiatives agreed to by the Managing Director and COO.
• 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, including course material, prospectus, website information, social advertising activity, and 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 and awareness of competitor productsxe2x80x99 strengths and weaknesses.
• Work with public relations agencies and/or personnel to promote products and brands, liaise and collaborate with media houses about all creatives and brand strategies required for the brand, and look at campus-level interventions to ensure the appropriate levels of approval.
• Liaise with campus heads regarding the promotional programmes, marketing materials and open day and career day requirements, ensuring that the brand ethos is carried through in each region.
• Manage all sponsorship and co-marketing opportunities for the brand.
• Oversee daily website management and content updates in-house or outsourced and monitor website statistics to plan marketing promotions and build customer loyalty.

Minimum Requirements:

Qualifications

• Honours Degree in Marketing Management, Business Management & Administration/ Digital Marketing
• Masterxe2x80x99s Degree is an advantage.

Experience

• At least five to ten years in the marketing environment (preferably in an academic service environment) with a proven track record.
• Experience in leading successful marketing campaigns, including experience conducting market research, digital, branding, service marketing, etc.

Key Competencies

• Leadership and management
• Creativity
• Analytical skills
• Communication
• Teamwork and collaboration
• Risk Management
• Digital Marketing

ADvTECH