Global Brand Marketing Manager at Nova Pioneer

ABOUT THE ROLE

We need a passionate individual who will:

• Manage a team of 4-5 individuals who are specialists in digital marketing; creative design; copy-writing and other fields of marketing specialisation to support global brand initiatives but also as a “support” service to both South Africa and Kenya in-country marketing teams;
• Lead all brand-related activities throughout the organisation, with a high focus on marketing communications development and implementation;
• Develop and implement content and channel marketing to attract and engage internal and external stakeholders;
• Use their strategic and creative skills to refine, enhance, and drive Nova Pioneer’s brand awareness at a global level and support in-country marketing teams to grow the brand awareness in both regions

What you will be responsible for:

Brand Related Activities

• Maintaining brand integrity across all our marketing initiatives and communications. In addition, you will be the Nova Pioneer brand custodian, ensuring that activities engaged in across the organisation are aligned with brand guidelines and strategy.
• Working alongside our diverse team to develop solutions that clearly communicate the Nova Pioneer story, globally and across regions;
• Working with different stakeholders to ensure that we are delivering on our unique value proposition. This work may include developing training for school and central teams to ensure consistency in brand usage across the network;
• Lead the development of creative concepts and ensure execution thereof (either internally or with external agencies) that continue to reflect our value proposition while ensuring the Nova Pioneer brand is talked about and relevant;

Defining key brand messages and insights

• Working with cross-functional teams to establish and articulate internal and external key brand messages, and ensure that all content and marketing is aligned accordingly.
• Overseeing the production of all brand creative - advertisements, marketing collateral, social media campaigns, blogs, testimonials, influencer marketing campaigns - and ensuring they have a consistent tone and message.

Lead and guide the multi-channel marketing strategy

• Develop content strategies and the appropriate tactics for engaging prospective parents through traditional and digital marketing platforms, with various distribution channels.
• Use analytics to determine the best way to engage prospective parents, generate leads, and measure brand awareness.
• Effectively manage the brand team and their production timelines in delivering campaigns that are relevant to each region and channel, and achieve the regional marketing outcomes.
• Lead ideation and brainstorming sessions between regional marketing and the brand team.

ABOUT YOU

What you will need

• A degree in Communications, Business, Advertising and Marketing or Economics.
• Proven track record in developing and implementing brand strategies that affect the organisation’s profitability and growth.
• Extensive experience (3-4 years) working with and managing a team, that includes but not limited to, writers, UX designers, creatives, digital specialists and marketers to deliver stories that are aligned with business goals.
• To have a clear understanding of building brands, brand marketing and the marketing mix.
• Knowledge and experience in the development of content and digital marketing strategies is essential. This includes, but is not limited to, Google Adwords, Facebook, LinkedIn, Google Analytics, SEO.
• A working knowledge of CRM systems and experience in working with integration tools, such as Zapier and ConvertFlow.
• The ability to translate and segment content for different audiences.
• Deep expertise in creating and managing a multi-channel marketing strategy (includes PR, direct marketing (CRM) etc).
• Cross-country experience is advantageous.

How your success will be measured:

The Global Brand Manager will be measured on the following business Key Performance Indicators (KPIs):

• An effective execution of a multi-channel marketing plan
• Successfully executed campaigns across both regions
• Increased share of voice in the education industry through PR related activities
• An effective email strategy that contributes to increased conversions in the marketing pipeline
• A positive uptake in lead generation through offline activities in both regions
• Increased Brand Awareness in the markets where Nova Pioneer has a presence (as well as establishing Brand Awareness should Nova Pioneer expand into new markets in the future)
• Online brand searches
• Increased website traffic as a result of direct traffic
• Increase in organic searches
• Online Lead and Application Generation activities that contribute to the regional marketing goals
• An increase in online acquisition of leads and applications at a low cost. Lead and Application delivery to target (based on number and cost of acquisition is the KPI with the biggest weighting for this this role)
• Effective Parent Engagement through brand communications
• Termly communications to parents - to increase student retention
• School professional development on communication - to ensure all internal stakeholder, most especially school teams are communicating within brand guidelines and emphasising the value proposition correctly.
• Online User Engagement, as measured by:
• Positivity rate of engagement with prospective parents that leads to conversions
• Increased average time spent on website
• Visitor-to-lead conversion on campaigns