Position Purpose
The role will drive the development and execution of strategic marketing initiatives, enhance connectivity between the service and individual businesses, and address key challenges such as high cost of acquisition, low conversion rates, and fragmented local capabilities.
The role is critical in creating synergy and aligning marketing strategies across all regions.
Duties and Responsibilities
Strategic Leadership:
• Group-wide Strategy Development: Create and drive a cohesive
marketing strategy that aligns with both global and regional business
objectives, ensuring adaptability and scalability across all markets.
• Team Leadership: Inspire and guide the internal marketing team to
deliver innovative, high-impact marketing solutions tailored to the needs
of each business unit.
• Goal Setting & Performance Monitoring: Establish clear strategic
goals and performance metrics, providing regular updates and actionable
insights to the executive team to support informed decision-making.
• Market Intelligence: Analyze market trends and competitor activities
to anticipate challenges and uncover new growth opportunities, ensuring
the Group remains competitive and forward-thinking.
Connectivity & Synergy:
• Cross-Functional Integration: Break down silos and enhance
collaboration between the marketing service and business units to ensure
a seamless integration of marketing strategies.
• Standardized Processes: Develop and implement standardized
processes and tools to promote consistency and efficiency in marketing
activities across all regions.
• Knowledge Sharing: Facilitate cross-functional meetings and
workshops to share best practices and insights, driving alignment and
continuous improvement across regional teams.
• Technology Integration: Utilize advanced technology and data
analytics (incl. AI tools) to enhance communication and coordination
between the shared service and local marketing teams, promoting a
group-wide approach.
Performance Optimization
• Strategic Performance Framework: Develop and implement a
comprehensive performance optimization framework that integrates key
metrics such as Customer Acquisition Cost (CAC), Return on Investment
(ROI), and Customer Lifetime Value (CLV). Utilize this framework to
assess and enhance the effectiveness of marketing strategies across all
business units, ensuring alignment with overarching business goals.
• Data-Driven Insights: Leverage advanced analytics to gain deep
insights into critical performance indicators, including Conversion Rate
(CR), Cost Per Lead (CPL), and Click-Through Rate (CTR). Use these
insights to drive data-informed decision-making, optimize marketing
campaigns, and improve ROI by continuously refining targeting,
messaging, and channel strategies.
• Customer-Centric Strategies: Focus on improving key customer-
related metrics such as Churn Rate, Marketing Qualified Leads (MQLs),
and Net Promoter Score (NPS). Implement targeted retention strategies
and personalized marketing efforts to enhance customer satisfaction and
loyalty, thereby increasing Customer Retention Rate (CRR) and Lifetime
Value (LTV).
• Holistic Performance Management: Utilize existing dashboards to
continuously track and evaluate marketing performance across all key
metrics. Focus on optimizing critical areas such as reducing Cost Per
Acquisition (CPA) and enhancing Revenue Per Lead (RPL). Leverage the
system's analytical capabilities to regularly review and interpret
performance data, identify emerging trends, address potential issues, and
implement strategies for ongoing improvement and effectiveness.
• Synergy and Integration: Promote synergy between marketing
functions and regional approaches to streamline processes and reduce
inefficiencies. Ensure that performance metrics are consistently applied
and understood across all teams, enabling a group wide approach to
achieving marketing and business objectives.
Capability Development:
• Culture of Innovation: Promote a culture of creativity and
experimentation within the marketing team, encouraging innovative
approaches and new technologies to stay ahead of industry trends.
• Talent Management: Develop and execute a comprehensive talent
management strategy to attract, retain, and develop top marketing talent
across all regions, building a high-performing team.
• Continuous Learning: Champion ongoing learning and professional
development, providing access to industry resources, certifications, and
best practices to drive innovation and excellence.
Regional Coordination:
• Strategic Alignment: Work closely with Country Heads of Marketing
and
Marketing Managers to ensure that regional strategies are aligned
with the Group's overall marketing objectives and priorities.
• Local Support: Provide strategic guidance and support to local
marketing teams, helping them effectively execute the Group's marketing
strategies and adapt them to local market conditions.
• Knowledge Sharing: Facilitate the exchange of knowledge and insights
between regional teams to leverage local expertise and drive collective
success.
• Performance Evaluation: Monitor and assess regional marketing
performance, offering recommendations and strategies to enhance
effectiveness and achieve Group-wide goals.
Budget Management:
• Budget Oversight: Oversee the development and management of the
marketing budget for the shared service function, ensuring optimal
resource allocation and cost control.
• Financial Analysis: Conduct regular budget reviews and performance
analysis to identify areas for cost optimization and strategic investment.
• Financial Controls: Implement financial controls and reporting
mechanisms to track marketing expenditures, ensuring alignment with
strategic objectives and budgetary constraints.
• Resource Optimization: Maximize the efficiency of marketing
technology and tools to enhance ROI and streamline operations.
Stakeholder Engagement:
• Internal Relations: Build and maintain strong relationships with key
internal stakeholders, including senior leadership and business unit
heads, to ensure support and alignment for marketing initiatives.
• External Representation: Represent the Group in external
engagements, industry forums, and conferences to enhance the Group's
marketing presence and thought leadership.
• Transparent Communication: Effectively communicate marketing
performance and strategic initiatives to stakeholders, fostering
transparency and trust.
• Feedback Integration: Gather and incorporate feedback from
stakeholders to continuously refine and improve marketing strategies and
execution.
The above statements are a summary of the key focus areas of the role and are not intended to be an exhaustive list.
Qualification and Experience
• Minimum Academic Requirement: Bachelor
• Major Subject: Marketing, Branding & Communication,
Digital Marketing, Market Research, Media, Event Planning, Business, Journalist, or relevant majors
• Strategic Planning: Proven experience in setting and achieving strategic marketing goals. Demonstrated ability to conceptualize, develop, and execute high-quality branding and marketing strategies that align with business objectives.
• Industry Knowledge: Experience in the education industry is a plus, but not mandatory. Understanding global marketing dynamics and cultural nuances is essential.
• Motivational Skills: Ability to inspire and motivate team members, providing guidance and support to achieve high performance and professional growth.
• Innovation: Creative and resourceful in developing innovative ideas and strategies to enhance marketing effectiveness and drive business growth.
• Autonomy & Reliability: Demonstrated ability to work independently, manage responsibilities with reliability, and maintain a high level of accountability.
• Collaborative Attitude: Strong team player with a collaborative approach to problem-solving and project execution.
• Decision-Making: Capable of making informed and sensible decisions in a fast-paced and dynamic environment.
• Pressure Management: Proven ability to work effectively under pressure and adhere to tight deadlines without compromising quality.
• Organizational Values: High level of commitment to the principles of organizational development and alignment with the company's core values and mission.
Technology skills
• CMS Software: Proficient in managing and optimizing content across various CMS platforms (e.g., WordPress, Drupal, Joomla). Ability to customize templates, manage workflows, and ensure seamless content integration.
• Meta Business Suite: Expertise in using Meta Business Suite for managing Facebook and Instagram marketing campaigns. Proficient in setting up ads, analyzing performance metrics, and optimizing ad spend for maximum ROI.
• Ad Management: Strong skills in creating, managing, and analyzing ad campaigns on Meta platforms, including audience targeting, budget management, and performance tracking.
• Google Analytics: Advanced proficiency in utilizing Google Analytics to track and analyze website performance, user behavior, and campaign effectiveness. Ability to set up and interpret custom reports, goals, and funnels.
• Data Insights: Skilled in extracting actionable insights from data, such as traffic sources, conversion rates, and user engagement metrics, to inform marketing strategies and decision-making.
• Marketing Automation Tools: Familiarity with marketing automation platforms (e.g., HubSpot, Marketo, Pardot) for lead nurturing, email marketing, and campaign management.
• CRM Systems: Experience with Customer Relationship Management software (e.g., Salesforce, Zoho) for managing customer interactions, tracking sales processes, and analyzing customer data.
• SEO Tools: Knowledge of SEO tools (e.g., SEMrush, Moz, Ahrefs) for keyword research, on-page optimization, and competitive analysis.
• Project Management Tools: Proficiency in using project management and collaboration tools (e.g., Asana, Trello, [protected info]) to coordinate marketing projects, track progress, and facilitate team collaboration.
• Data Visualization Tools: Experience with data visualization platforms (e.g., Tableau, Power BI) to create interactive dashboards and reports that effectively communicate marketing performance and insights.
