Head – Marketing, Admissions & Communication

Manage the Marketing Team
• Oversee the marketing department and guide its day-to-day operations.
• Oversee and execute hiring plans in collaboration with HR.
• Build, manage and coach a high-performing marketing team.
• Setting, tracking and reporting on marketing team goals and KPIs.
• Develop team members through reviews, objectives and identify training where required.
• Motivate team members to deliver excellence in everything they do and drive innovation and encourage them to seek out and identify new trends in digital.

Marketing Budget & Business Strategy
• Spearhead the development of budgets for all business units and management of our multi-channel marketing strategy that incorporates Social Media, Website & Mobile app, Influencer Marketing, Inbound Marketing, Email Marketing, Paid Search, Programmatic ads, Digital Campaigns, Events/Webinars, Public Relations, B2C Live Chat, SEO, and offline ATL & BTL channels.
• Work closely with the Marketing Team to craft an effective and efficient marketing strategy focused on growing audiences for all business units. It is essential to quality check every production, whether it's offline or online.
• Oversee the conception, development, and implementation of marketing plans and strategies, course concepts, and promotional programmes to drive interest and admissions.
• Lead the strategic and tactical execution of marketing campaigns, including design of test/control segmentation, implementation of tests, tracking, results reporting, analysis, and recommendations.

Brand Marketing
• Craft and manage branding strategy and campaigns, including social media, PR and influencer & partnership to drive brand awareness and build demand for the business units.
• Ensure our brand message is strong and consistent across all channels and marketing efforts (like events, email campaigns, web pages, online blog and promotional material). Oversee marketing efforts that build awareness and positioning for our company's brand.
• Oversee the social media plan on the development and implementation of influencer partnership and social strategy to generate awareness, traffic and conversion as well as creating and managing the organic social media calendar, drive followers and community engagement.
• Select agencies, consultants, freelancers and other suppliers including contract negotiation and management.
• Prepare overall PR plan along with budgets, these plans must be discussed with Board and Business Unit Heads.

Performance Marketing
• Understand key marketing performance metrics and conduct in-depth performance and forecast analysis through various analytics and tracking tools to provide market research, competitive analyses, campaign results, and consumer trends in order to translate results into actionable insights for the marketing team. Present reports to the Board from time-to-time.
• Oversee strategic keyword volume opportunities, across markets and languages, to develop and implement an inbound marketing strategy that will form a key part of the acquisition and content strategy.
• Oversee paid marketing, including PPC, SEO, Affiliates, Paid Social, Refer A Friend and Media Planning to deliver forecast traffic and conversion goals.
• Oversee content and work with IT Team to maintain and innovate on an effective, lead-generating website and improve the online user experience for prospects, leads, and customers.

Marketing Automation
• Lead and manage technical aspects of CRM and marketing automation to generate, distribute, and report on leads.
• Work with Admissions and IT. Present reports to the Board.
• Develop and establish a comprehensive marketing automation strategy.
• Create and manage targeted email campaigns.
• Create a customer profiling strategy, to drive meaningful audience segmentation.
• Implement a consumer database acquisition strategy to drive opt-ins.

Reporting & Budgeting
• Identify short-term and long-term scheduling, budget, and resource needs, including the development and management of an annual marketing budget, profit/loss projections, expenditure spending, and other financial considerations.
• Create and maintain metrics reports on marketing and sales activities, effectiveness, and business impact.
• Analyse marketing and sales data to develop insights and make recommendations on areas for optimisation.
• Monitor and maintain data quality within the marketing database.
• Report on the effectiveness of marketing campaigns using pre-determined KPIs to the Board.

Offline Marketing
• Overseeing implementation of ATL / BTL activities across business units that includes Radio, Billboard, Media Planning & Buying to maximise brand awareness and visibility.
• Experience in handling PR, Media & Agencies to execute various marketing campaigns.
• Oversee the creation and delivery of PR, press releases, advertisements, print ads, publications and other marketing collateral & materials.
• Present market trends, compare and track the competition, summarise findings and provide comprehensive reports with recommendations to the business enabling further business growth.
• Approve all production-related tasks such as Signage, Branding, Graphics, Collateral, etc.
• Approve on-site photography and videography as required to be used in various marketing activities and programmes.
• Oversee and quality check all events for the company including Promotional Events, Open Houses, Trade Fairs, Enrollment Drives, etc. Ensure all events are executed in a timely manner, adhering to corporate and branding guidelines. Ensure good response and lead generation.

Vendor Management
• Have existing relationships with external vendors, magazines, publications, PR companies and media.
• Deepen these relationships to ensure the most effective messaging and positioning of the organisation.

Community Engagement
• Check partnership contracts other organisations within the community.
• Check the quality of work when the Team works with freelancers from time-to-time for projects for a strict deadline.
• Attend industry events during non-working hours.

Requirements:
• Candidate must have a Degree in Marketing with at least 12+ years’ work experience in marketing, with at least 5 years in a similar role.
• Proven track record of success in senior marketing roles, including marketing strategy, plan and budget creation and management.
• Have in-depth knowledge of: Google AdWords, Search engine optimisation (SEO), SEM, PPC, Display Advertising, online PR, Web Analytics, Lead Generation, Online Reputation Management, Mobile Apps Marketing, Email Marketing, Quality Link Building.
• Expertise in the various disciplines of Marketing Communication such as advertising, media, direct marketing, below the line & online and digital advertising, and social media marketing.
• Strong effective communicator with excellent writing skills in English. Arabic skills are a plus but not critical.
• Prior experience in leading, setting up and driving marketing automation.
• Ability to direct and manage multiple projects simultaneously, including defining and implementing methodologies within defined timelines and budgets.
• Expert in social media strategy with a demonstrated track record.
• Expertise working in the field of new media from a content perspective, including design, preferably in a large organisation.
• Strong leadership and interpersonal skills.
• Excellent analytical skills, at ease with numbers.
• Proven commitment to keeping up to date and the latest communication technologies.
• Excellent public speaking skills.
• Experience working with cross-functional with multinational teams and external agencies.
• Creative flair with a penchant for outstanding copywriting with strong proofreading skills.
• Must be a go-getter, results-driven, and possess excellent team management skills.
• Ability to work in a fast-paced environment.
• High competence in project and stakeholder management with excellent analytical skills.
• Confident, data-driven and dynamic leader.
• Hold a UAE Driving Licence and must have a car.