The Marketing Lead manages the marketing strategy for a portfolio of university online short courses in a specific product vertical. The Marketing Lead oversees the full marketing cycle which includes lead generation, nurturing and conversion, using a data lead approach. It is the Marketing Leads responsibility to define an optimal marketing strategy with the overall objective being to generate high volumes of qualified prospects and be accountable to the course and portfolio performance. The Marketing Lead will report to the Portfolio Marketing Manager and work closely with Marketing Executives, Product Marketing, Digital Media, UX, SEO, Market Research and Sales.
Key Role and Responsibilities:
Direct and oversee all aspects of marketing strategy for a portfolio of online short courses. The Marketing Lead is held accountable for the performance of marketing campaigns against student targets, and is tasked with ensuring these campaigns are efficient, effective and profitable.
Manage marketing budget for a portfolio of online short courses to ensure maximum revenue at an acceptable cost per acquisition.
Manage the execution of Marketing and Conversion strategies, and regularly analyse the lead generation and conversion components of the campaign to ensure that the work being done by the various Marketing and Brand departments is of the standard required to achieve the expected targets.
Use a data-led approach to dictate the marketing mix, both digital and traditional, and campaigns to be implemented by the digital media teams.
Collaborate with the digital marketing team to ensure the strategy and campaigns are generating highly qualified leads and are profitable.
Monitor and maximise overall campaign and portfolio performance on a weekly basis and direct the team to make adjustments where needed.
Forecast course performance and make adjustments should the forecast be higher or lower. The Marketing Lead communicates these forecasts to the business alongside a brief summary of recent and planned activity.
Drive in-depth analysis of campaigns during and post course presentation, and ensure that insights are distilled into actionable outcomes that will improve performance of future campaigns.
Work with the cross functional university teams, namely product marketing and sales, to deliver maximum results - Revenue, Student numbers, cost per acquisition, completion rate and NPS.
Education and Experience:
Marketing Degree or similar qualification
At least 3-5 years of experience directly managing marketing strategy, brand strategy or a related function. Minimum 5 years in digital marketing required.
Self-starter and voracious learner who is technical, analytical, organised and able to manage multiple projects to excel in a fast-paced environment
Must be able to analyse complex data and distill findings into actionable insights
Must be flexible, adaptable, decisive and able to work towards roadmaps
Must be diplomatic, a strong negotiator, good presenter, and able to communicate a strategy to internal and external stakeholders
Detailed knowledge of digital marketing platforms, including Facebook, Instagram, Adwords, Reddit, Twitter, Google Analytics, etc.
Strong quantitative skills and proven ability to drive strategies rooted in practical analyses
Intermediate skills in Google, Excel, Tableau, Salesforce or similar BI and CRM tools required