Job Purpose
Reporting to the Chief Executive Officer, the Chief Marketing Officer will be responsible for managing and growing the Braeburn, Braeside and Hillcrest brands in a manner that ensures optimal positioning, market awareness and acceptability through developing and implementing strategic marketing and communication programs. The incumbent will also lead all internal communication initiatives and events to ensure maximum impact.
Your core deliverables will include the development and implementation of a solid marketing and communication strategy, appropriate positioning of BSL, operative internal communication, and effective resources management (budget and people).
Key Responsibilities
Define the market segments for each of the BSL brands and develop brand positioning materials and appropriate communication plans for the targeted segment.
In line with the BSL strategic goals and objectives, and working closely with the school’s leadership teams, develop and implement marketing strategies and plans, including the budgets, that promote the Schools’ and programs and attract a diverse range of students. This will entail an in-depth understanding of parent needs as well as of local market trends and developments to inform school marketing strategies
Work closely with Headteachers to develop effective marketing campaigns for their specific schools.
Identify new markets and opportunities for growth and develop strategies to capitalise on these opportunities.
Define effective parent engagement strategies and own the overall parent experience across all marketing and admissions touch points.
Develop and implement referral marketing strategies, including referral programs and incentives, to encourage current students and families to refer new students to the school.
Develop and manage relationships with key stakeholders, including parents, educators, and government officials, ensuring that BSL is well represented in the international education community.
Monitor and evaluate the performance of the marketing efforts, identifying areas for improvement and developing strategies to address any issues that arise.
Lead the development and implementation of initiatives to enhance the group’s sustainability and social responsibility, ensuring that the group is making a positive impact on the communities in which it operates.
Manage advertising agencies/partners, ensuring that optimal value to BSL.
Job Qualifications
Bachelor’s degree in marketing or in business or related field, preferably at Masters level; and
Professional qualification in marketing – a chartered marketer is desired
Knowledge, Experience and Competences
At least (7) years marketing experience in the service sector; three (3) years of which must be in a managerial.
Experience in the educational sector is a definite advantage.
Solid experience in brand marketing, digital marketing and media relations, with proven ability to deliver brand vision, a plan and then make it happen.
Creative, strategic thinker with the ability to see the big picture, yet still spot the minute details.
Strong data analysis with ability to analyse large amount of data.
Strong project management skills with a proven ability to manage budgets.
A self-starter, proactive and confident in building a network, collaborates, has a strong sense of urgency and follow through
Strong business acumen, relationship building, communication, presentation and interpersonal skills to influence stakeholders and commercial outcomes as well as manage relations with marketing agencies.
Good leadership and people-management skills with ability to develop and drive high performing teams
High ethical standards and an appropriate professional image.
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