Marketing Manager (cluster of schools)

Job Description Purpose The Marketing Manager is responsible for planning, leading and executing marketing strategies and campaigns in line with their assigned school cluster objectives, and aimed at creating awareness, interest and ultimately enrolments from prospective families for their assigned schools. The position will also support GEMS Education key projects and campaigns as required. Key Accountabilities Strategy & Financial • Co-lead USP workshops together with cluster Comms leads and assist in articulating brand USPs for each school. • Create annual marketing plans and drill down specific marketing initiatives by quarter in line with school objectives and evolving needs throughout the year. • Develop marketing efforts that leverage cross-channel synergies to maximize reach and exposure supporting enrolment and/or awareness objectives. • Manage annual marketing budgets for the assigned schools. • Responsible for performance of key marketing KPIs and ROI for marketing campaigns at cluster schools. • Provide input on development of policies, systems and processes to drive efficiency. • Staying on top of trends and insights for the industry and beyond and sharing with relevant schools. Paid Media Management • Lead the development of media plans in collaboration with the schools and relevant SSC team members (digital, design, comms etc…) • Offer guidance to schools regarding clarity and understanding of their target audience, as well as the relevant channels through which to engage them, ensuring effective media coverage for the school. • Responsible for the full understanding of audience behaviour including enrolment curves. Provide recommendations for future campaigns accordingly. Marketing & Brand Management • Responsible for the conceptualization and production of all marketing campaigns and promotional activities for the schools in conjunction with relevant SSC team members/agencies. • Ensure availability of creative assets including photography/videos and other relevant media for all schools. • Identify, oversee and provide recommendations to assess the creative effectiveness of marketing plans. Continuously optimize campaign performance. • Develop marketing materials and collateral in line with campaign/school needs eg. Fact sheets, brochures etc. together with SSC design or agencies as required. • Support Sales/Enrolments teams as required with required asset and communication assets. • Spearhead the adoption of marketing best practices and drive adoption throughout the cluster schools. • Support adherence to brand identity standards at all times for both schools and GEMS Education. Operational & Administrative • Ensure budget compliance, adherence to company policies as well as legislative and regulatory requirements for all campaigns. Conduct ongoing reviews with the schools. • Review network of vendors and partners in line with overall strategic business objectives • Serve as point of contact for external agencies as needed to ensure GEMS interests are best represented. • Coordinate and manage campaign materials review with relevant stakeholder and secure sign-offs prior to release. • Monitor competitive marketing activities and provide insights to the broader team as needed. Team • The position will be expected to guide and collaborate closely with the marketing representatives in schools. • The position will be expected to work on designing, reviewing and supporting the execution of the school Marketing plans in collaboration with the assigned cluster BP and Communications lead. • Other key stakeholders include Education SVPs and SSC Marketing, Communications and Enrolment teams. Skills Description Qualifications & Experience: • Degree in Marketing, Communications, Public Relations, or a related field preferred. • Minimum of 5 years’ relevant working experience • Strong written and verbal communication skills in English (Arabic is an advantage) • Experience in putting together Marketing strategies. • A data-driven individual with a thorough understanding of Performance Marketing. • Excellent organisational and multi-tasking abilities. • Familiarity with design and multimedia tools is a plus. • Ability to work collaboratively in a fast-paced environment. • Experience in the Education sector or a service industry preferred. • Ability to work in a matrix organization. Show more Show less

Minimum of 5 years’ relevant working experience.

Co-lead USP workshops with cluster Comms leads and articulate brand USPs for each school. Create annual marketing plans and quarterly initiatives aligned with school objectives. Develop cross-channel marketing efforts to maximize reach and enrolments/awareness. Manage annual marketing budgets for the assigned schools. Monitor performance of key marketing KPIs and ROI for campaigns at cluster schools. Provide input on policies, systems and processes to drive efficiency. Stay on top of industry trends and share insights with relevant schools. Lead the development of media plans in collaboration with schools and SSC team members. Advise on target audience clarity and relevant channels to ensure effective media coverage. Understand audience behaviour including enrolment curves and adjust campaigns accordingly. Conceptualize and produce all marketing campaigns and promotional activities for the schools with SSC teams/agencies. Ensure availability of creative assets (photos/videos) for all schools. Assess creative effectiveness and continuously optimize campaign performance. Develop marketing materials and collateral (fact sheets, brochures) with SSC design or agencies. Support Sales/Enrolments with required assets. Drive adoption of marketing best practices across cluster schools. Ensure adherence to brand identity standards for both schools and GEMS Education. Ensure budget compliance and adherence to policies/regulations for campaigns. Review network of vendors/partners and coordinate with stakeholders for approvals. Act as point of contact for external agencies to represent GEMS interests. Coordinate campaign materials review and sign-offs prior to release. Monitor competitive marketing activities and provide insights to the broader team. Collaborate with school marketing representatives and cluster BP/Comms leads to design and execute school marketing plans.