Brand Marketing Manager

Job Description Niche Schools has an exciting opportunity for a qualified and experienced professional to lead and manage the marketing and sales activities of Niche Schools across all its brands and campuses. The successful candidate will report to the Brand Managing Director for commercial delivery of the brand and be responsible to the Group CMO for the positioning of the brand to ensure growth in the market.

Overall purpose of the job:

• Responsible for the planning, development, and implementation of the Brand Marketing strategies, marketing communications, and public relations activities, both external and internal.
• Lead and manage the marketing and sales activities of the Brand across all its campuses and locations to ensure schools are meeting their retention and enrolment objectives.
• Responsible for ensuring that marketing and sales expertise/advice is delivered to the Brand Managing Director and Principals and guidance is given to the School Administrators.

Responsibilities:

Output 1 - Brand Marketing Strategy:

• Develop and implement a brand marketing strategy
• Develop and implement a marketing and communications, PR, media and advertising strategy annually, aligned with the brand strategies
• Prepare budget plan, annually and monitor and manage expenditure against budget
• Compile and update the Brand Corporate Identity Manual and oversee implementation and adoption thereof, as required
• Participate in on-boarding and/or due diligence for new schools including developing communication strategies for acquisitions
• Provide marketing training/education for Principals, Administrators and Enrolment
• Officers, as necessary

Output 2 - Brand Sales Strategy:

• Develop and implement a sales strategy for the brand
• Set sales targets as agreed with Brand Managing Director and Principals - communicate these to Admissions staff and School Administrators
• Devise plans to achieve sales (enrolment) targets, monitor these and drive improvement where performance is lagging
• Manage the entire lead-to-enrolment process, tracking leads identified and conversion rates
• Gather information regarding students that enquire but enrol elsewhere
• Ensure applications are received and processed timeously
• Manage and oversee implementation of Sales module of STASY (School Information System)
• Formulate, monitor, measure and analyse student retention plans, especially for key roll-over grades
• Arrange for sales training of School Administrators and Admissions staff, as required
• Output 3 - Relationship Management:
• Meet with and create productive working relationships with relevant stakeholders and media. Establish and maintain an up-to-date database of student/parent leads
• Establish potential feeder schools and encourage schools to build relationships with them to promote enrolment
• Maintain sound relations with staff at Schools Marketing hub. For provision of PR, Graphic Design, Website and Digital Marketing services to the brand and ensure timeous delivery of quality services
• Build and maintain relationships with all schools within the brand and their principals to ensure effective communication and information flow
• Establish a network of relevant suppliers to provide the services necessary at the required quality standards
• Develop and implement a strategy to manage and enhance alumni relations
• Oversee marketing sponsorships in the schools

Output 4 - Market Research & Intelligence:

• Monitor competitor activity and initiatives and keep Brand Managing Director appraised on key insights that will support brand focus
• Undertake competitor analysis, as required and communicate insights to Brand MD and/or Principals
• Analyse market and consumer trends and incorporate information into marketing and brand plans
• Monitor and assess parent and student satisfaction and incorporate information into marketing and sales plans/initiatives
• Responsible for editorial direction, design, production, and distribution of publications

Output 5 - Management of Promotions, Events & Collateral:

• Plan and manage exhibitions and functions
• Make recommendations regarding collateral, source same and ensure timeous delivery and distribution thereof
• Create content for Brand marketing material and sources and manage inputs from suppliers
• Manage compilation, printing and distribution of Brand consumer magazine
• Oversee branding of school signage, bus branding, gazebos etc.

Output 6 - Crisis Communications:

• In partnership with Group Marketing resources, develop and implement a Crisis Communication policy
• Manages crises and issues that arise, appropriately and timeously escalating potentially serious issues appropriately
• Manages all media requests including social media responses as appropriate
• Ensures all affected parties are communicated with in accordance with company policy to mitigate risk

Output 7 - Staff Management

• Ensures staff roles and responsibilities are clarified and performance objectives set and monitored
• Conducts performance reviews in accordance with policy and procedure and takes corrective action as required
• Ensures identification of critical skills essential for sustainability of service delivery to the brand
• Ensures marketing and admissions staff are adequately trained

Education (Formal Qualification required)

• B-degree in Marketing

• Honours in Marketing