Marketing Operations Manager

5 months ago


Abu Dhabi, United Arab Emirates IDP Education Ltd Full time

An ASX100 business part that is owned by Australian universities, IDP is a pioneer in international education services. Our_ _core business lines include student placement to Australia, US, UK, Canada and New Zealand institutions, English-language testing and training._ _
- We are on a mission to build the world's leading platform and connected community to guide students along their journey to achieve their lifelong learning and career aspirations._
- As a co-owner of IELTS, we deliver the English test that is trusted by more governments, universities and organisations than any other. We also operate English language teaching schools in South East Asia. _
- We are innovators, driven by the needs of our customers and deep data insights. Our 5,000 team members based around the world understand that our services change lives - not only of our customers, but their wider communities. _
- By combining empathy and professional expertise with digital excellence, we create launch pads for our customers to achieve global success._

**Position Purpose**:
The Marketing Operations Manager will also lead the in-Country marketing team to ensure quality and successful execution of marketing activities.

**_Key Responsibilities:_**
- Business Planning and Multi-Channel Strategy
- 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

**Responsibilities**:

- **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.
- **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 activity to support the successful operation of IDP events. This includes pre event marketing and all activities relating to the event 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.
- **Web Marketing (led by Regional Web Marketing team)**
- Liaise with the regional web marketing team to ensure that the local website is maintained, updated, managed effectively and developed to meet agreed objectives.
- Drive effective use of websites by developing and implementing SEO/SEM strategies with the regional web marketing team. This includes developing content that will drive students to seek out IDP’s website.
- Work closely with regional web 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 Business Unit Managers 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
- **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.
- **Publi


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