Field Marketing Manager (18 schools in 13 cities)
As a college educated marketer, the chances are youve probably heard of Kaplan. Perhaps you know someone who prepared for their LSAT using Kaplan books or studied for their GMAT with the help of a Kaplan Test Prep instructor. Ever since its founding by a teacher called Stanley Kaplan more than 80 years ago, Kaplan has committed itself to helping people improve their lives through education.
At Kaplan International English (KIE), a group of 40 English language schools in 6 countries, the way we help to improve lives is by equipping people with the English skills they need to succeed whether its achieving a higher TOEFL score to enter a better degree programme, improving language skills to open up the world of skilled employment or by simply enhancing someones ability to communicate and integrate with English speakers.
We have 18 schools in 13 cities located across the North, South, East and West of the United States, where we welcome students from over 100 countries. As a significant proportion of our students are recruited onto our programmes from within the US, we are now looking for a talented Field Marketer to work with our local teams and drive student recruitment activities and initiatives within those cities.
As Field Marketing Manager for KIEs US schools, you will bring your experience and knowledge to devise and implement strategic marketing programs which support the local recruitment of students and which are tailored to the specific needs, demographics, features and competitive landscapes of 13 different cities.You will partner closely with School Directors and their teams to understand the local territory, identify products and programmes in demand, agree goals and develop a plan of targeted actions which increase brand awareness and generate high quality sales leads that our school staff can convert into enrolments.
Local marketing might encompass anything from developing a referral scheme with a local HE institution to leafleting coffeeshops popular with international visitors, through to running an advertising campaign in a Korean language newspaper or co-hosting a cultural acclimation workshop for the overseas staff of a locally-based corporate employer. To deliver these activities, youll be able to call upon the resources and talents of a skilled design team to produce professional, attractively designed collateral which conveys the quality of our offering and brand. You will be need an ability to write and in particular, produce marketing copy which is clear and simple whilst also compelling.
You will ensure that all your activities are tracked so that successful initiatives can be duplicated and built upon and valuable lessons can be learned from the things that dont yield results. As well as being a creative, lateral thinker, youll be highly results-focused and ultimately, youll judge the quality of your ideas by the outcomes that they drive for the schools you are supporting.
Working in a matrix structure, alongside colleagues who are also responsible for day to day operations of schools, you will need especially strong relationship building skills and an ability to create trust and cooperation - coaching, influencing and motivating colleagues in the school as needed to get the best results from our marketing efforts.
To be considered for the role, you will need to show us you have built and delivered successful strategic marketing plans for other organisations or businesses. Youll need a high level of intercultural awareness either gained from living abroad or exposure to diverse communities within the US. You should also have a solid understanding of digital media, especially in terms of how it can be combined to bolster and support offline marketing efforts.
Please apply with CV and cover letter by 12 October. We look forward to hearing from you.