JOB PURPOSE
To work with the
school and Regional MAC team to develop and deliver the right brand messages to
all our stakeholders (parents, students and key influencers) within the school
and wider community across both offline and online media.
KEY RESULT AREA
Support the DAM and Regional team to define the USP of the school within Nord Anglia Education brand context. § Develop local market parent and competitor understanding to feed into the definition of the ‘DNA’ of the school and the work led by the DAM and regional team on the brand equity framework, USP, message house and brand style guide.§ Support the work on how each school’s brand messages fit into the NAE brand and how they should be presented to parents.§ Support the development of local proof points aligned to the school message house.
Support the development of campaign ideas for the school based on the USP.
Implement the brand style guide to ensure consistency and quality of positioning and visual identity in all school collateral. § Ensure full implementation in internal and external facing materials both offline and online (school marketing collateral, website, advertising materials etc.).§ Work with team to ensure that décor/furnishings in the buildings (current and planned) reflect the brand positioning and visual identity.§ Ensure that the USP and school brand are consistently presented.Implement NAE brand and campaign materials in the school. § Ensure the core NAE brand is visible within the school.§ Implement all marketing campaigns across the school, including MIT, Juilliard, UNICEF and Global Campus.§ Ensure clear visibility of campaigns in our printed collateral and digital presence.Support the Regional and Central Digital Marketing team to optimize the development of the school website and demonstrate leadership for the school at every stage of the parent online research journey. § Manage the school website via the CMS.§ Work with the regional and central teams to optimize SEO and implement recommendations for improvement.§ Lead the Digital Health Check with the regional and central MAC team.§ Write the copy and provide any visual imagery requested by the regional and central MAC team for paid campaigns.§ Input into the social media strategy and execution in the school.§ Support and execute the email marketing strategy and plan for the school.§ Work with Communications Executive to ensure a regular flow of content is produced and rolled out on the website News & Blog platform year-round.Work with the Communication Executive to drive awareness of our brand through great content. § Understand what both internal and external stakeholders want to hear and support the development of a content calendar which delivers key messages in a timely and engaging way.§ Achieve the right tone and voice in all communications.§ Aggregate great content into communications that build awareness of the NAE and school brand.§ Develop content to distribute through all appropriate channels, such as website, social media, email and print.§ Ensure that current parents are kept up to date with school news & information through regular e-newsletters, print communications and parent portal applications.§ Co-ordinate across the various school departments to understand the breadth of parent communications and keep a finger on the pulse to understand what is working and not working. Provide clear feedback to the academic team to enable improvement.Working with the School DAM, lead the PR and media strategy for the school. § Develop and build media relationships so the school is top of mind and first choice when journalists are looking for contributors.§ Leverage paid advertising and advertorials to gain editorial coverage aligned to school brand messages.§ With guidance from the School DAM, Regional and Central teams, respond appropriately to media enquiries.§ Support the school team on crisis communications working with the Regional and Central teams as appropriate.Support the School DAM to develop the annual marketing plans for the school aligned to the regional marketing plan. § Support the analysis of prior year performance.§ Support the development of strategies and tactics for the coming year.§ Manage the marketing budget and the ROI of marketing activities carried out.Work with the School MAC team and Regional office on any other Marketing related activities as required. § Perform regular competitive audits and provide business intelligence to the school MAC and SLT team and regional / central colleagues.§ Run required analytics and / or assist with preparing data for analysis.§ Assist with brand related projects such as alumni networking support.§ Support the MAC team through attendance at school recruitment events.Provide appropriate leadership, coaching and best practice sharing to other members of the MAC and wider school team. § Provide supportive and focused leadership to enable a Marketing Executive to reach their individual, team and school goals.§ Act as a role-model to other members of the MAC Team and coach the best from them.§ Support the DAM to develop a culture where the school engages as one and works to ensure admissions is a whole school responsibility.§ Contribute to the sharing of best practice in marketing across the MAC school team, region and group.Take a proactive approach to personal development planning using company toolkits and procedures as appropriate. § Take ownership for personal development and works with DAM to develop and implement a focused and straightforward Personal Development Plan.§ Take ownership for requesting feedback from others in a timely fashion.§ Provide both constructive and appreciative feedback both unprompted and when asked.
PERSON SPECIFICATIONS
Qualifications / Training Bachelor’s Degree Experience / Knowledge/ SkillsMinimum 5 years working in a marketing team/environment (agency or client side) Good cross-cultural, interpersonal & communication skills to interact with diverse nationalities and cultures Strong leadership skills Experience of having managed a team Experience of having worked within a service delivery sector, education sector experience a bonus Experience of brand equity development Experience of campaign development including creative materials Good analytical skills and evaluation of ROI, KPIs Outstanding written and verbal communication skills in [insert language] Good copywriting skills with excellent written English Experience in monitoring competitor market activity Excellent time management skills and flexibility in dealing with multi-functional tasks Strong aesthetic eye in evaluating collateral – both in terms of design and in terms of driving effective behavior change Personal Attributes Creative and technical thinking ability Self-motivated, flexible and adaptable to different tasks at hand Proactive and able to prompt others to ensure deadlines and targets are achieved, calm working under pressure Uses evidence to support arguments or positions taken High level of integrity Excellent time management and organizational skills Proficient communicator both oral and written Excellent attention to detail Affinity with and interest in education
上海英国学校是英国著名教育集团Nord Anglia在上海开设的专为在沪工作的外籍人士子女提供就学的全日制国际学校。Nord Anglia教育集团在欧洲、北美、中东及亚洲拥有43所国际学校。
目前上海英国学校共拥有两个校区，浦东校区创建于2002年，浦西校区创建于2005年。两校区学生人数超两千两百多名，学生皆为外籍人士，年龄从2岁到18岁，涵盖幼儿园、小学、中学，学校严格遵循英国国家教育大纲课程设置。全校教师皆为外籍教师，具有良好的全英文工作环境。
浦西校区：***********************
浦东校区：*************************
