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3 months ago
Faria Education Group
Salary: Negotiable, contact for details
Location: London
Job type: Permanent
Sector: Education
Category: Marketing Director Jobs
DESCRIPTION

You will be in charge of overseeing a full spectrum of outbound Marketing activities for our SaaS products (B2B), while developing our marketing capability for student & parent services (B2C). You can move effortlessly from copywriting to organising design and production of marketing collateral, developing effective print mailing campaigns with a team of multi-disciplinary creative designers (web, mobile, print / packaging, video), and coordinating e-mail marketing campaigns through MailChimp.



ABOUT THE COMPANY

Faria was founded in 2006 to transition schools off paper onto a Curriculum First learning platform, which acts as the core repository of a school’s curriculum and academic records, including attendance, assessment, coursework, exams and activities management.

Today, we serve over 2,300 international schools and over 600,000 students, including 4 in 5 IB Diploma students, in 120 countries with a distributed global team. Our graduating student cohort equals ~12% of all inbound international students attending university in the US, UK, Australia and Canada.

Our service commitment to schools encompasses global 24-hour telephone & e-mail support Monday through Friday with weekend coverage for the Middle East, over 600 annual on-site visits, and hosting annual user group conferences in each region. Our annualised churn rate of less than 1% together with a sustained compound annual ARR growth rate of over 60% since 2012 best reflects this enduring service commitment and our record of product development.



REQUIREMENTS

Does this describe you?

Ogilvy-level copywriting skills with the ability to articulate our domain expertise & value proposition clearly
Strong experience with B2B and B2C marketing, strong plus for experience in an educational context
Good design sense & style with meticulous attention to detail (spelling, grammar, etc.)
High degree of organisation, ability to define process & sequence and lead a remote team of creatives effectively
Ability to manage the marketing process from campaign brief to production & delivery to lead generation / funnel conversion
5+ years experience leading Advertising / Marketing engagements for a high-growth company or software product marketing
Skill Areas

Direct Marketing:
You have managed effective high-volume B2B and B2C marketing campaigns with a clear ROI. You know the value of clean data and lists.


Advertising:
You know how to work with designers and printers to turn copywriting and concept drawings into a finished product (e.g. a public website, postcards, brochures and data sheets). You know that effective copywriting starts with genuine mastery of the product and domain expertise—that there are no shortcuts—and that you will always want to know all the details to present an honest portrait of the product within the marketplace.


Lead Generation & Metrics:
You know how to track and monitor sales & conversion data with deep SalesForce reporting experience. If you were a formula one driver, your sales funnel would be your speedometer. You recognise that good metrics wisely chosen are the pulse of every business and must be monitored obsessively to identify source of improvement, weakness and future growth.


Data-Driven Results:
You relish small, consistent wins and you are able to communicate results clearly to others. You can recall monthly CAC, LTV and Churn figures from memory. You can answer any of these questions in a heart beat:

How many trials did we convert last month? Total value and number of accounts?
Which markets & regions should we be focusing on? Where do we stand with existing campaigns?
What is our CAC across each marketing channel?
What is our up-sell pipeline?


KEY RESPONSIBILITIES

Marketing Campaigns
Managing the team to organising marketing events to cover ~50 cities
Organising effective mailing campaigns taking into account the seasonality in decision-making and geographical differences
Marketing Collateral

From Design to Production to Market
Developing the marketing collateral concepts and copywriting:
Public Site
Blog Posts
E-mail Campaigns and Templates
Postcards
A5 Brochures
Data Sheets
Welcome Kits
Banner Stands
Working with our designers to create print-ready PSD / AI designs:
You understand the principles of reinforcement and the need for consistency in writing and branding across all marketing materials.
You know all about printer bleeds, CMYK, laminations and the difference in feeling between 157g paper and 210g paper.
Optimizing the print & postage costs:
You understand that if you print a 200 gram binder it will add $7-8 USD in international postage costs, and that this design decision will significantly affect the ROI of your campaigns.
Production & Fulfilment:

Preparing accurate mailing lists with the Data Team from SalesForce.
Coordinating with the Data Team to cleanse and update contact data.
Determining the most cost-effective mailing routes.
Conversion Metrics & Leads:

Monitoring lead generation and event activity conversion.
Managing e-mail campaigns through MailChimp.
Monitoring the sales conversion funnel.
Refining marketing campaigns based on ROI and CAC.
Marketing Communication:

Creates, implements and oversees communications programs/strategy that effectively describe and promote the organisation and its products including social media, press releases, graphics, brochures, company or product fact sheets, logos, or other promotional products.
Product Marketing:

Define product positioning and messaging that effectively conveys our differentiated product & service offering
Sales enablement – communicate the value proposition of the products to the sales team and develop the sales collateral i.e. implementation proposals & quotation templates
Product launch – plan the launch of new products and releases and manage the cross-functional implementation of the marketing communications plan


EVALUATION CRITERIA

A: Marketing Collateral
Effective Design: Your concepts and copywriting are consistent with our product identity across all mediums (e.g. web, print, e-mail). You have a mastery of the products and are able to clearly articulate the value we are providing to customers.
Teamwork: You are working well with our designers to ensure that materials are typo-free, consistent with our standards, and that feedback and changes are implemented on schedule.
Planning: You are planning design, which is the primary bottleneck, far enough in advance to ensure that there are no delays in launching campaigns or production issues (i.e. that we are not rushing designs to printers last-minute and paying 2-3x normal printing costs for rushed orders).

B: Production & Fulfilment
CRM: Clean data is maintained in the SalesForce CRM and the single source of truth principle is observed (i.e. you do not have duplicate lists with out-of-date data). You are working with the Data Team to ensure that contacts are updated quarterly in a systematic way.
Printing & Logistics: Campaigns are organised effectively. Targeted mailings and e-mail campaigns run on schedule from the printer to the shipper.
On Time and Budget: You are optimising print and postage costs to ensure that campaigns are launched on time without production delays due to design or printing. You understand the concept of multi-modal logistics (i.e. it may be cheaper to ship 2k brochures from the printers in Taiwan to the US or UK, and then to separately mail them domestically).
Documented Processes: You are documenting your principles and processes along the way, so that workflows are clear and to ensure redundancy within the company.

C: Conversion Metrics & Leads
SalesForce Conversion Funnel: You are maintaining an accurate sales funnel and relaying your lead generation insights to the rest of the sales team. You are interpreting data to refine the sales process in order to optimise customer acquisition costs.
MailChimp: You are making full use of it as a marketing automation tool. Follow-up procedures for contacts are automated and monitored by the entire team with minimal slippage (i.e. click-through rates and contacts are posted for individual follow up by the sales team).

D: Marketing Communication
Effectively planning and program that able to raise awareness of the product in the target market/customer is where sales begin.
Consistent theme or fundamental selling message that will be used in all marketing materials to enforce our brand values.

E: Product Marketing
Able to define positioning, messaging, competitive differentiation, and go-to-market strategy, and ensuring Senior Management is aligned.
Able to work with internal teams to ensure readiness and conducting successful product launches. This includes sales and marketing enablement — i.e. training and educating these teams on the go-to-market, positioning, messaging, differentiation, etc.


BENEFITS

Competitive salary with performance bonus tied to marketing campaign delivery, ROI and CAC.

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