The local Marketing Coordinator–will be responsible for the design and implementation of the local marketing plan for US Domestic Sales using all marketing channels. This position will be expected to become the market expert in terms of insight and customer profiling as well as having a good understanding of the competitive landscape.
The local Marketing coordinator will help identify new opportunities for the development of the brand and potential relevant partnerships in the market. S/he will work closely with the UK based online marketing manager in order to execute the Marketing strategy for the year. This role will become the key liaison point between marketing and sales, with the objective of guaranteeing the alignment between the sales and marketing teams.
The marketing coordinator and the marketing manager will be responsible for working together to implement fruitful initiatives that build strong visibility, appropriate positioning and brand awareness; generate traffic, interest and leads, advocacy and loyalty through local marketing, content marketing, PR, events, partnership development, social media, and community engagement efforts.
Duties and responsibilities
Build the local plan to develop strong relationships that support and improve the brand awareness. Create and maintain the partnership with 3rd parties that support our brand positioning.
Create and implement an activity calendar across the schools to contribute to lead generation and conversion efforts. Support schools in event execution, tracking, and communicating results.
Identify and develop new opportunities for the schools to maximize revenue and bring new students.
Act as the Marketing voice for the North America organization, communicate and promote initiatives across all levels of KIE in the US and Canada
Work closely with our US/CAN based sales staff to identify advertising opportunities that will generate more leads for the US/CAN KIE school programs (English language/ Test Preparation)
Managing offline Marketing budget
Regularly monitor competitor promotions and marketing initiatives
Coordinate the production and distribution of promotional materials and fact files
Contribute to local content development and management to keep it relevant to local market
Support the online channel in the implementation of the CRM/Social/affiliates activities
Provide feedback on execution and outcome of all Marketing initiatives for the respective markets
Tracking and reporting on revenue, net weeks and lead generation against target per marketing channel
Collaborate in the analysis of lead quality/ sales conversion rates/ average weeks/ Cancellation rates
Provide regular feedback to improve the main KPIs
Skills & Experience
Proven success in managing high growth marketing strategies and plans in region
Excellent writing and editing skills with the ability to synthesize complex ideas into coherent, compelling communications materials
Strong organizational and time management skills
Process & result oriented
Possess problem-solving skills working with multiple teams/agencies/vendors
2 years of working in an offline marketing background.
Preferred industry experience in Travel or Education
Bilingual ideally in Spanish, fluent in English
Good project management skills
Good stakeholder management skills
Data analysis skills and knowledge of Microsoft Excel
Highly energetic and self-motivated, self-aware, innovative and team worker
Excellent written and verbal communication skills
Experience in Indesign and Adobe Creative Suite preferred
Teamwork: Collaborates with others toward shared goals, exhibits cooperativeness; participates in a supports effective conflict resolution; cross-functional collaboration
Communication: Ensures that communications channels are open, and that information and ideas are flowing in all appropriate directions; listens, asks for and uses input; shares information appropriately and openly
Excellence Orientation: Strives to be the best that one can be and maximizes one’s potential in helping Kaplan International English succeed; exhibits resilience, persistence, tenacity and a continuous mind-set for improvement; is goal-oriented with very high standards for quality of work; is strongly results-oriented; helps others keep things on track
Accountability: Holds self and others accountable for keeping commitments and delivering the best possible performance, pays attention to detail, and gets involved and leads others through resolution; assumes responsibility and follows up personally
Authenticity: Shows a genuine, accessible and caring personality that builds trust, mutual support and credibility; listens, exhibits humility and gauges approachability of others; maintains composure and is respectful and straightforward with others; develops trusting relationships
Innovation: Participates in and supports an environment that is conducive to innovation and new ways of doing things; exhibits curiosity and open-mindedness; suggests new ideas in response to business needs