Brand Marketing Manager

Job Location : Gauteng, Johannesburg

Deadline : April 12

Overall purpose of the job : Responsible for the planning, development, and implementation of the Brand Marketing strategies, marketing communications, and public relations activities, both external and internal. Lead and manage the marketing and sales activities of the Brand across all its campuses and locations to ensure schools are meeting their retention and enrolment objectives. Responsible for ensuring that marketing and sales expertise/advice is delivered to the Brand Managing Director and Principals and guidance is given to the School Administrators.

1. Output 1 – Brand Marketing Strategy: Develop and implement a brand marketing strategy. Develop and implement a marketing and communications, PR, media, and advertising strategy annually, aligned with the brand strategies. Prepare budget plan, annually and monitor and manage expenditure against budget. Compile and update the Brand Corporate Identity Manual and oversee implementation and adoption thereof, as required. Participate in on-boarding and/or due diligence for new schools including developing communication strategies for acquisitions. Provide marketing training/education for Principals, Administrators, and Enrolment Officers, as necessary.
2. Output 2 – Brand Sales Strategy: Develop and implement a sales strategy for the brand. Set sales targets as agreed with Brand Managing Director and Principals - communicate these to Admissions staff and School Administrators. Devise plans to achieve sales (enrolment) targets, monitor these and drive improvement where performance is lagging. Manage the entire lead-to-enrolment process, tracking leads identified and conversion rates. Gather information regarding students that enquire but enrol elsewhere. Ensure applications are received and processed timeously. Manage and oversee implementation of Sales module of STASY (School Information System). Formulate, monitor, measure, and analyse student retention plans, especially for key roll-over grades. Arrange for sales training of School Administrators and Admissions staff, as required.
3. Output 3 – Relationship Management: Meet with and create productive working relationships with relevant stakeholders and media. Establish and maintain an up-to-date database of student/parent leads. Establish potential feeder schools and encourage schools to build relationships with them to promote enrolment. Maintain sound relations with staff at Schools Marketing hub.
4. Output 4 – PR and Marketing Services: For provision of PR, Graphic Design, Website, and Digital Marketing services to the brand and ensure timeous delivery of quality services. Build and maintain relationships with all schools within the brand and their principals to ensure effective communication and information flow. Establish a network of relevant suppliers to provide the services necessary at the required quality standards. Develop and implement a strategy to manage and enhance alumni relations. Oversee marketing sponsorships in the schools. Monitor competitor activity and initiatives and keep Brand Managing Director appraised on key insights that will support brand focus. Undertake competitor analysis, as required and communicate insights to Brand MD and/or Principals. Analyse market and consumer trends and incorporate information into marketing and brand plans. Monitor and assess parent and student satisfaction and incorporate information into marketing and sales plans/initiatives. Responsible for editorial direction, design, production, and distribution of publications.
5. Output 5 – Management of Promotions, Events & Collateral: Plan and manage exhibitions and functions. Make recommendations regarding collateral, source same and ensure timeous delivery and distribution thereof. Create content for Brand marketing material and source and manage inputs from suppliers. Manage compilation, printing, and distribution of Brand consumer magazine. Oversee branding of school signage, bus branding, gazebos, etc.
6. Output 6 – Crisis Communications: In partnership with Group Marketing resources, develop and implement a Crisis Communication policy. Manage crises and issues that arise, appropriately and timeously escalating potentially serious issues appropriately. Manage all media requests including social media responses as appropriate. Ensure all affected parties are communicated with in accordance with company policy to mitigate risk.
7. Output 7 – Staff Management: Ensure staff roles and responsibilities are clarified and performance objectives set and monitored. Conduct performance reviews in accordance with policy and procedure and take corrective action as required. Ensure identification of critical skills essential for sustainability of service delivery to the brand. Ensure marketing and admissions staff are adequately trained.

Education (Formal Qualification required):