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Position Purpose:
IDP China Marketing Manager is accountable for the delivery of qualified lead volume for student placement business and amplifying IDP’s visibility and customer voice on digital and social channels in the country. The role is central to the delivery of revenue and profit objectives and will work with the Region/Country leadership team and office managers to develop marketing strategy and tactical campaigns.
Key Responsibility:
【Strategy】
1. Develop and agree comprehensive annual / quarterly / monthly marketing plans that successfully support the achievement of country goals across business lines within agreed timeframes and to expected quality standards
2. Design and agree multi-channel marketing campaigns, including details of the intended source of leads, numbers of leads and related activities that will enable execution of the campaigns
3. Work with Office Manager(s) in developing and supporting effective execution of activity calendars including in-office activities and outreach initiatives
4. Devise appropriate Public Relations strategies as required and in line with business needs
5. Build and maintain strong relationship and communication with the regional marketing team to leverage learning from the wider region on best practices across marketing areas
【Lead Generation】
1. Collaborate with key stakeholders to plan and execute all lead generation initiatives in a highly effective manner, which meet the required number of leads by source, enabling the country team to maximize the sales opportunities / business results
2. Identify new opportunities for generating leads and make recommendations to Country Manager on the proposed investment and projected outcomes to initiate theses new marketing initiatives
3. Challenge the status quo by introducing creative and innovative ideas to the management team for consideration
【Event Marketing Management】
1. Plan, schedule and execute marketing activity to support the successful operation of IDP events. This includes pre-event marketing and all activities relating to the event itself
2. Prepare marketing & booth designs and ensure IDP is presented to participants in line with strategic goals and brand positioning
3. Support the wider management of events as required and in line with business needs
4. Evaluate the success of marketing events from feedback received from both clients and students and improve
5. Working knowledge of online marketing platforms and experience leading digital marketing campaigns
6. Deliver great customer experience across all event touchpoints
【Digital Marketing】
1. Work with the Digital Marketing team to ensure that the local website is maintained and updated to inspire students and to meet agreed objectives
2. Drive effective use of websites by developing and implementing SEO/SEM strategies with the Regional Web Marketing team. This includes developing content that will drive students to seek out IDP’s website
【Contact Centre Management – Lead Qualification】
1. Local Contact Centre setup and management, working closely with Regional Contact Centre team
2. Support Contact Centre team to qualify the web leads as per the defined targets
3. Implement Chatbot/agent combined service model to improve service efficiency and customer experience
4. Contact Centre performance management, reporting and monitoring
【Vendor and Agency Management】
1. Identify relevant vendors, agencies and partners to increase the business success
2. Build and manage effective relationships with relevant third parties to ensure high quality outcomes for IDP
3. Create corporate and government links to improve PR and partnership opportunities your team can leverage
【Analytics and Reporting】
1. Make effective use of analytics to evaluate effectiveness of marketing campaigns and track numbers of qualified lead generated vs. target for each destination
2. Proactively escalate / highlight issues, when necessary, along with ideas of how to improve lead numbers and lead quality
【Team Leadership】
1. Lead, develop and maintain a high performing team that will deliver IDP’s key marketing objectives from a corporate unit perspective
2. Create an environment that delivers opportunities for collaboration and co-operation across the wider regional marketing teams
3. Set performance targets for key performance indicators for team ensuring all delegations are clear
4. Contribute to building a positive work environment within the team based on a shared commitment to IDP’s values and quality
5. Build positive and effective relationships across all levels and functions of the organization to deliver required results
【Financial Management】
1. Provide innovative and creative solutions related to marketing requirements to achieve KPIs within agreed budget
2. Manage budget and resource allocations effectively to deliver business priorities
3. Optimize strategies, processes and channel mix to improve ROI, CPL and CPS
4. Exercise appropriate stewardship over IDP assets and intellectual property
5. Expenditure is in line with agreed budget and business priorities
【General】
1. Undertake any other lawful duties as reasonably directed by management
Person Specification:
【Essential requirements】
1. Educated to degree level or equivalent
2. Possess 8-10 years’ experience in Marketing roles with at least 3-5 years in Manager role
3. Demonstrable experience in delivering high quality marketing solutions with positive, measurable results in lead generation and revenue growth
4. Highly effective planning and organizing, managing multiple competing priorities
5. Creative thinker and able to develop contemporary marketing content across traditional, digital and social channels
6. Highly effective relationship building and relationship management skills
7. Able to read, analyze and interpret information effectively
8. Fluent in English with excellent communication skills across all key methods – oral (including presentations), written and nonverbal
9. Problem solving skills and able to implement creative solutions to problems
10. Good team player and stakeholder management
11. Knowledge of MS office (excel, PowerPoint) to populate various marketing reports
【Desirable Requirements】
1. Accomplished knowledge of the education or online travel industry is desired
2. Experience in working in dynamic global environment