Head of Marketing - SPARK Schools - Support Office - Rosebank at SPARK Schools

Responsibilities:

Marketing Strategy & Objectives:

• Define and execute marketing strategies to support SPARK Schools' growth objectives, with a significant focus on digital platforms.
• Set annual marketing goals that align with business objectives, ensuring digital marketing is central to both customer acquisition and retention.

Digital-First Go-to-Market Strategies:

• Lead go-to-market strategies for new product launches, services, and campaigns with a focus on digital channels (SEO, SEM, social media, email marketing, and performance marketing).
• Collaborate with creative and media agencies to develop omnichannel marketing strategies that drive digital lead generation and customer acquisition.

ATL and BTL Campaigns:

• Develop and execute Above-the-Line (ATL) and Below-the-Line (BTL) strategies that integrate traditional and digital marketing approaches.
• Continuously analyze and optimize campaign performance, ensuring high ROI from digital channels and strategic use of data analytics.

Customer Journey Management:

• Full ownership of the end-to-end customer journey across awareness, exploration, and consideration stages, with a focus on digital touchpoints.
• Ensure proper implementation and optimization of digital tools, including the SPARK Schools website, CRM, email automation, and data-driven customer insights.

Digital Performance & Analytics:

• Oversee the creation and maintenance of dashboards to track key digital marketing metrics and KPIs (e.g., conversion rates, cost per lead, and traffic sources).
• Leverage marketing analytics to make real-time decisions and optimize digital strategies.

Team Leadership & Development:

• Build, mentor, and lead a high-performing marketing team, with specialized roles in digital marketing, data analytics, and content creation.
• Align the team’s growth with SPARK’s expanding footprint, ensuring continuous learning in digital tools and strategies.

Market Trends & Competitor Analysis:

• Stay on top of the latest digital marketing trends, competitor strategies, and consumer behaviors to ensure SPARK remains competitive.
• Apply insights from market research, with a strong focus on digital channels, to inform and adjust marketing tactics.

Budgeting & Resource Allocation:

• Manage and allocate the marketing budget with a focus on optimizing spend on digital channels.
• Ensure efficient tracking of digital campaign performance to make data-informed financial decisions.

Cross-functional Collaboration:

• Build strong relationships with internal departments, including Product, Sales, and IT, to ensure alignment of marketing initiatives, particularly in digital lead generation and website optimization.

Reporting & Communication:

• Provide regular reports on marketing performance, with an emphasis on digital results (e.g., online engagement, lead generation, digital ROI).
• Communicate effectively with senior leadership on key marketing strategies, wins, and opportunities, focusing on the impact of digital marketing.

Qualifications and Criteria:

The ideal candidate will possess the following qualifications and criteria:

• A bachelor's degree, or equivalent qualification in Business Administration, Marketing, Advertising, Commerce or related field
• Post-graduate/Master's Degree advantageous

Competencies:

• 10+ years of experience building, scaling and leading high-performance marketing teams - 5 of which must be at a senior or executive level 
• Track record of demonstrable success in overseeing both marketing functions in a single organisation
• Previous P&L responsibility 
• Experience overseeing market research is non-negotiable