The Head of Brand is responsible for the effective positioning of GetSmarter and the University Partner products in the minds of target consumers. The Head of Brand must ensure our brands and products are differentiated in the market, and relevant to the target audience, and manage all consumer facing communications. He/She needs to ensure that the reputation of the university is upheld in our marketing efforts, and that university brand guidelines are adhered to.
Key Role and Responsibilities:
Creation of a brand strategy that can effectively communicate our brand promise to potential and past students, and that can shape the brand and communications strategy of the 2U group.
Develop brand standards and usage guidelines with Creative Studios for both GetSmarter and the University brands we work with, and ensure all elements of the company understand the brand and its goals.
Collaborate with other departments to ensure the entire brand experience works to build brand equity and reinforces brand positioning and the Brand Promise.
Identification of key target audience segments for GetSmarter products, and position products effectively with these consumers
Manage planning within marketing, ensuring projects, campaigns and course launches are allocated adequate resources and budget.
Manage the onboarding of new university partners, and manage the relationship with key stakeholders, to build trust that enables us to run campaigns effectively.
Project manage the launch of new courses, in parallel with the new course development. Ensure that courses are launched on time, to maximise the marketing campaign period.
Oversee the production of marketing collateral and liaise with Creative Studios, Education and the Marketing Team during production of collateral.
Oversee advertising and marketing activities to ensure the right message is delivered relevant to the product or brand represented
Manage the marketing consumer database , (prospects and alumni) and to increase conversions and the repeat rate of past students.
Create content strategies that increase our contribution from organic sources, and identify key content assets that will rank on search engines
Assume full responsibility for the management of the Brand budget including Profit and Loss and reporting requirements as per business objectives.
Education and Experience:
At least 10 years experience in brand marketing
An in-depth knowledge of digital marketing, especially SEO
Comfortable with metrics, analysis and reporting
Other attributes that will help you succeed in this role:
Mature and pragmatic - able to manage a team of young, energetic marketers
Able to communicate effectively to stakeholders, particularly UP's
Manage a team of Brand Strategists and Campaign Managers