Job Description
Role Overview
Regional Brand & Marketing Senior Manager is responsible for driving integrated brand and marketing campaigns in this region. This role leads cross-functional experts within their regional marketing team (eg. digital experts and content specialists). This role also works with stakeholders from other functions to optimise different expertise, ensure projects are well resourced, meet requirements and delivered on-time.
This role is also responsible for creating and managing workflow and systems to help their team drive forward the different campaigns more effectively. This also means helping school teams within their region to create greater efficiency of their campaign and branding operations.
As a custodian of the brands located in their region, this role plays a key role in ensuring that all executions across different platforms are on-equity and deliver the brand’s values and promise. This includes managing all region-specific brand (meaning Brand Champion in this Region) assets across the Group level as well as the school level. For a brand whose Brand Champion is in another Region of the Group, play a supporting and coordinating role to ensure the brand guidelines are implemented/executed fully and consistently in this region.
Duties and Responsibilities
Brand Consulting and Leadership (Brand management)
• Be the champion of the Group’s regional brands in this region; update the brand positioning, values and equity to ensure continued brand relevance of new and existing brands
• Work closely with the counterparty in other regions to ensure the consistency and quality of the same brand in different regions. In particularly, when the Brand Champion is in another region.
• Play brand consultant to regional schools to cascade and ensure adherence to brand guidelines; while supporting them in localising the brand to ensure brand relevance to the market
• Develop brand guidelines for new brand assets and channels within the region; support the deployment of guidelines of the new regional brand(s) and set up appropriate brand tracking and assessment measures and processes
• Keep abreast of current and emerging trends in regional and global marketing; assess relevance of trends in informing the positioning, values and equity of existing and new Group brands
• Manage documentation of all regional brand efforts, including naming, design, and visual assets, within the regional team and across various levels of the organization.
• Develop regular brand audits to track brand affinity and relevance
Marketing Campaign Management
• Drive co-development of integrated campaigns relevant to regional brands to support the Group’s ‘attract-convert-retain’ strategy
• Lead regional brand and marketing campaigns end-to-end, including conceptualisation, planning and implementation
• Develop work-streams and processes to lead and drive efficient campaign planning and implementation
• Brief and oversee the work of external partners (eg. designers, media planners, production companies, media owners, printers, etc.) to deliver against the different campaign work-streams
• Ensure all content and assets produced are on-brand, on-equity and deliver against the brand promise, in partnership with the regional team
• Develop campaign reports to track campaign performance; leverage relevant data and insights to inform and improve campaigns
• Effectively manage and control campaign budgets
• Serve as project manager for all regional brand-related campaigns
Regional School Support & Collaboration
• Act as the point of content and relationship owner to support regional schools with marketing guidance and advice as needed
• Enable and facilitate best practice sharing across different regional schools
Develop Supportive and Safe Learning Environments
EiM employees are committed to safeguarding and to promoting the welfare of children and young people. They ensure a secure, stimulating and well managed learning environment that promotes a sense of safety, support and wellbeing.
Qualifications, Experience and Skills
• College diploma or Bachelor degree, preferably in marketing, English, or communications
• Demonstrated capability in delivering insights-based consumer marketing and brand share growth.
• 6+ years of marketing and communications experience in multinational companies
• Strategic thinking, problem solving and ability to manage multiple priorities.
• Proven track record in developing and launching successful integrated marketing campaigns
• Familiarity with integrated communications and the breadth of digital and offline marketing and communications channels
• Excellent project management and production skills
• Experienced in managing both internal and external stakeholders and partners
• Ability to work collaboratively with team members in different locations
• Strong verbal and written skill in English
• Strong interpersonal skill - able to work well cross-functionally and cross-culturally
• Ture team player with personal integrity, accountability, and credibility
