Head of Marketing - Pakistan

About IDP

IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world.

Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

Learn more at www.careers.idp.com

Role purpose

The Head of Marketing is accountable for the delivery of student placement and IELTS candidate qualified lead volume for each business 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.

The Head of Marketing will also lead the in-Country marketing team to ensure quality and successful execution of marketing activities.

Detailed Description

Team Leadership & Management

Lead, manage and upskill the in-country marketing team to deliver high performance outputs. Day to day management of the team tasks, team development and cohesion.

Business Planning and Multi-Channel Strategy

Develop and agree comprehensive annual / quarterly / monthly marketing plans that successfully support the achievement of country student placement and IELTS goals.

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.

Develop and agree comprehensive annual / quarterly / monthly marketing plans that successfully support the achievement of country student placement and IELTS goals.

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.

Lead Generation

Lead and manage all new lead generation activities in a highly effective manner.

Identify new opportunities for generating leads and make recommendations to Country Director to expand marketing activities where appropriate in order to leverage such opportunities.

Event Marketing & Promotion / Management

Plan, schedule and execute marketing activities to support the successful operation of IDP events. This includes pre event marketing and all activities relating to the events itself.

Prepare marketing & booth designs (with support from Regional Team) and ensure IDP is presented to participants in line with strategic goals and brand positioning.

Support the wider management of events as required and in line with business needs.

Detailed Description

Web Marketing (led by Regional Web Marketing team)

Liaise with the regional digital marketing team to ensure that the local websites are maintained, updated, managed effectively and developed to meet agreed objectives.

Drive effective use of websites by developing and implementing SEO/SEM strategies with the in country marketing team. This includes developing content that will drive students to visit IDP’s websites.

Work closely with in country marketing team to generate web leads through multiple online platforms (Google, Facebook etc.)

In-Country Contact Centre Management – Lead Qualification

Contact centre setup and management, closely working with regional contact centre

Support contact centre team to qualify the web leads as per the defined targets.

Monitor call centre performance and work on the ways to optimize performance

Contact centre performance reporting

Activity Calendar Support

Work with Office Manager(s) in developing and supporting effective execution of activity calendars including in-office activities and outreach initiatives

Brand / Marketing Assets and Content Creation

Provide innovative and creative solutions to marketing content requirements within agreed budget.

Effectively manage marketing material development and production, including but not limited to brochures, flyers, advertisements etc.

Ensure high levels of accuracy in all copy and other content working closely with content team

Detailed Description

Vendor and Agency Management

Identify relevant vendors and agencies to increase the business success for the country.

Build and manage effective relationships with relevant third parties to ensure high quality outcomes for IDP.

Ensure outputs from third parties are delivered on time and to agreed brief.

Analytics and Reporting

Make effective use of CRM & other tools (ex: Google Analytics etc.) to evaluate effectiveness of marketing campaigns and track numbers of qualified lead generated vs. target for each destination.

Proactively escalate / highlight issues when necessary along with ideas of how to improve lead numbers and quality in key KPI’s of Hot/Warm leads.

Public Relations

Devise appropriate Public Relations strategies as required and in line with business needs.

Leveraging from Wider Region

Build and maintain strong relationships and communication with regional office to leverage all marketing strategies & material that is developed.

Projects

Lead and participate in projects from time to time. These could be country specific like the possible establishment of a country level call centre to qualify leads before they are handed over to local offices for further action or working on projects to allow leverage of marketing best practices across IDP countries.

Key accountabilities

• Marketing team Leadership & managemen
• Business Planning and Multi-Channel Strateg
• Lead Generation
• Event Marketing & Promotion
• Web Marketing (led by Regional web marketing team
• Managing In-Country Contact Centre – Lead Qualification
• Activity Calendar Support
• Marketing Content Creation
• Vendor and Agency Management
• Analytics and Reporting
• Public Relations
• Leveraging from wider region

Required experience

• Educated to degree level or equivalent.
• Demonstrable experience (minimum 5-7 years) in delivering high quality marketing solutions with positive, measurable results.
• Highly effective planning and organising, managing multiple competing priorities.
• Creative thinker and able to develop contemporary marketing content.
• Highly effective relationship building and relationship management skills.
• Able to read, analyse and interpret information effectively.
• Fluent in English with excellent communication skills across all key methods – oral (including presentations), written and nonverbal.
• Problem solving skills and able to implement creative solutions to problems.
• Good team player
• Sound IT skills – Microsoft Office