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Marketing Manager

Employer
St Helen's School
Location
London (Greater)
Salary
circa £40,000 dependent on experience and qualifications
Closing date
18 Jan 2022

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Job Discipline
Data & CRM, Innovation & NPD, Marketing (General)
Experience Level
Manager
Sectors
Charities, Education
Contract Type
Permanent
Hours
Full Time
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This is an exciting opportunity to lead the B2C strategy across all digital and traditional platforms from ideation to evaluation, building brand awareness, loyalty and engagement to realise the overarching business growth objectives.

The Marketing Department’s primary objective is to develop the School’s public profile and reputation to ensure that:

  • It attracts and retains the brightest girls from across NW London and the surrounding counties;
  • It attracts and retains users of the school’s commercial services, managed by St Helen’s Enterprises, generating revenues to support its charitable activities, including the Bursary and Scholarship Awards and its community outreach programme.

The Marketing Manager is responsible for executing the school’s B2C marketing strategy for the above, with the principal objective of building brand awareness, loyalty and engagement to realise the overarching business growth objectives.
 

Reporting: The Marketing Manager reports to the Head of Marketing.


KEY RESPONSIBILITIES

  • With the Head of Marketing’s oversight, develop and implement robust and evidence-based strategies and tactics to optimise consumer awareness of and engagement with the Enterprises portfolio and the student recruitment and retention processes;
  • Devise and deliver a cross-channel approach to identify and target key audiences, working with the Content Marketing Manager to ensure content engages, motivates and influences decision-making at all touchpoints in the customer journey for new school admissions, existing student retention and the Enterprises services;
  • Manage the day-to-day relationships with associated third-party agencies;
  • Support the Head of Marketing in brand guardianship, ensuring that the vision and values, tone of voice and visual identity are consistently embedded across all areas of the organisation;
  • Evaluate and report on performance metrics, including return on investment, for all areas of responsibility, making recommendations for adjusting initiatives as necessary to the Head of Marketing and where required, to the senior leadership team and be responsible for implementing approved changes;
  • With marketing and operational colleagues identify, implement and manage new marketing automation, CRM and event management tools, ensuring continuity across different disciplines;
  • Stay updated on marketing trends and insight, particularly those in respect of engaging target audiences and user experience, adjusting strategies as agreed with the Head of Marketing;
  • With the Head of Marketing’s oversight, manage the budget allocation for all areas of responsibility;
  • Deputise for the Head of Marketing in their absence, assuming interim line management responsibility for the Content Marketing Manager and Marketing Coordinator.
     
  • Enterprises-specific responsibilities:
  • Devise and implement a marketing plan for the new Enterprises annual public event programme that starts to build the school’s reputation as a provider of high-quality events for the local community;
  • With the Head of Marketing’s oversight, create a marketing strategy that builds brand awareness and ensures continued engagement with target B2C audiences across the wider Enterprises portfolio;
  • With the oversight of the Enterprises Strategy Group, ensure that B2C and B2B engagement activity is sufficiently aligned to maximise revenue streams from events and activities, including those from hospitality partners;
  • Lead on the management of events, collaborating with services operational leads to ensure they are organised and executed to deliver an optimal user experience;
  • Ensure events and activities are promoted to the school’s parents, staff and alumnae as well as to the public;
  • Work with organisations such as holiday camp providers to promote their activity programmes, where formal partnerships are in place and in line with agreed parameters;
  • Working with the Head of Enterprises, implement a robust enquiry management system and process that delivers an optimum user experience and provides robust metrics to enable accurate analysis of marketing and engagement activity.
     
  • Student recruitment and retention-specific responsibilities:
  • With the Head of Marketing’s oversight, devise and implement strategies to build brand awareness and attract new student applications to Nursery, Reception, 11+ and Sixth Form and retain existing students through the School;
  • Collaborate with the Admissions, academic and pastoral leads to devise and manage engagement events and activities across the application process that drive increased conversions to acceptance of offers;
  • Lead on the management of events, collaborating with services operational leads to ensure they are organised and executed to deliver an optimal user experience;
  • Work with the Head of Marketing and Head of Admissions to ensure a robust enquiry management system and process is in place that delivers accurate and robust metrics to enable accurate analysis of marketing and engagement activity.
  • With the Head of Marketing’s oversight, develop and manage a proactive public relations strategy, building and maintaining good working relationships with key media and partners to raise the profile of the School and the Head.
     
  • General:
  • Promote and safeguard the welfare of children and young people, by adhering to and ensuring compliance with the School’s Child Protection and Safeguarding Policy;
  • Keep abreast of key local and national education news, government policy and best practice that will help inform marketing initiatives;
  • Implement responsibilities as set out in the School’s Health & Safety Policy;
  • The postholder is required to work occasional evenings and Saturdays to support School and Enterprise events.
  • Support and promote the School’s ethos, aims and objectives.
  • Assume other duties which may be reasonably required or delegated by the Head of Marketing.
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