Oxford International Education Group
Marketing Manager
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Marketing Manager, EFL UK
Location: Hybrid/London
Type of Contract: Permanent, Full Time
Salary: Competitive
About Oxford International
Oxford International Education Group is a renowned institution dedicated to providing exceptional educational experiences to international students. With a global presence and a commitment to academic excellence, we strive to empower students to achieve their full potential and thrive in a dynamic, interconnected world. We are proud of our culture and have recently been officially certified as a Great Place to Work ©!
Job Purpose
The Marketing Manager, EFL UK role is an exciting and dynamic position that oversees all marketing and communications for the UK English Language division. This includes marketing of our Adult English, Junior, and Year-Round Group programmes in the UK and collaborating closely with colleagues in North America and Australia.
Reporting to the Director of Marketing, Global EFL and Career Colleges, the Marketing Manager will work closely with the UK sales and operations teams, school staff, and other marketing colleagues on various cross-functional and cross-regional projects and tasks. The Marketing Manager will support B2B sales and develop strategies to drive organic sales through website and social media activities. They will be the subject matter / product expert for English Language, Junior, and Year-Round Group programmes in the UK, understanding and supporting sales requirements, staying on top of market dynamics, the competitor landscape, varied audiences, and marketing best practices.
Main Duties and Responsibilities
The Marketing Manager, EFL UK role requires high levels of collaboration with diverse stakeholders and someone who is confident, able to support and constructively challenge and develop fruitful relations, as well as being a strategic planner, creative and able and willing to be hands on and deliver high quality outputs on time. The role requires regular local travel to our Adult English schools (London, Brighton, Oxford, Edinburgh) and Junior & Year-Round Group centres.
The ideal candidate will be an experienced marketer with confidence and resilience who thrives in fast-paced environments and who can leverage their technical, creative and strategic skills to help meet and exceed business & brand targets (student recruitment, agent engagement, student experience & engagement). They will have experience with developing compelling marketing messaging, designing marketing collateral, planning and executing on social media content and calendars, and developing strong relationships with various stakeholders. They will be comfortable developing and improving processes and confident in delivering high-quality work with a focus on meeting deadlines. They will be a member of the global marketing team, supported by existing marketing systems, processes and skillsets.
Sales Enablement and Support
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Collaborate with the sales teams, regional managers, operations team and school staff to support overall division and programme targets, including:
- Sales Enablement: Be the owner of the product truth and deliver the Adult English, Juniors, and Year-Round Group sales enablement activities and marketing materials, ensuring effective communications and accurate and up-to-date content:
- Lead the annual design, development, print production and delivery of digital and sales toolkits for the UK schools and programmes
- Create new collateral as requests come in throughout the year, managing deadlines effectively and creating content items and/or partnering with the central design team for support
- Ensure collateral, merchandise and toolkits are high-quality, on brand and adapted to specific audiences
- Content Development: Regularly produce content that promotes student success and interesting events happening across the division
- Events & webinars: Support events, conferences, and webinars, ensure ongoing enhancements by tracking key performance metrics
- Email marketing: Create and execute quality email marketing campaigns to nurture and convert prospective agents and students
- Content marketing: Together with the North America and Australian marketing colleagues and the social media team, develop a social media content calendar and monthly agent newsletters highlighting key selling points of owned UK products.
- Create a library of student/alumni testimonials and staff profiles to be utilised in marcomms
- SEO strategy and blog content development
- Develop and deliver integrated marketing communication plans for key projects; monitoring and reporting on effectiveness/ ROI
- Ensure engaging and consistent communications across all touch points with stakeholders and work on ways to improve the briefing and approvals process
- Sales Enablement: Be the owner of the product truth and deliver the Adult English, Juniors, and Year-Round Group sales enablement activities and marketing materials, ensuring effective communications and accurate and up-to-date content:
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New Product, Partner, and Course Launches
- In collaboration with the New Launches Marketing Manager, sales, and operations teams, support launch of new partners and products
- Develop and own multi-channel launch strategies and plans to support business goals
Website and Social Media
- Manage the English language, Juniors and Year-Round Groups online presence, strengthening our positioning against competitors through clear and consistent communications and journeys that maximise lead generation, conversion and advocacy:
- Update and evolve English Language and Juniors website with enhanced user experience and SEO-enabling content
- Keep up to date with SEO, AEO, GEO, and social media algorithmic changes, analyse implications for the business and make recommendations for positive impact
- Regularly report on digital marketing metrics on the website and social channels to improve reach, engagement and followers
- In collaboration with the central social media team, sales, marketing colleagues, and operations, create digital content to highlight programmes and showcase student experience - quirky stories, infographics, trends, photos, and videos
- Collaborate with the school staff and lead on social media content plan and themes – clear processes for collecting and curating relevant and inspiring content that reflects the vibrant community in our colleges, as well as promoting our unique value proposition and different programmes
Brand Management and Positioning
- In collaboration with the Director of Marketing, Global EFL and Career Colleges, own the English Language and Juniors brands:
- Brand identity, consistency and value proposition evolution for improved relevance
- Clear messaging hierarchy
- Differentiated positioning: stand out from competition with students, agents and partners
- Ensure brand consistency and quality across all UK Adult English, Juniors, and Year-Round Group materials and messaging
- Develop product level benefits & KSPs messaging that drive interest, applications and bookings
Cross-functional Teamwork and Collaboration
- Collaborate with sales, operations, and school staff to promote UK programmes to students, parents and agents, executing marketing initiatives to deliver commercial results.
- Lead on delivering comms collateral, events, web & social content
- Collaborate with colleagues to provide a joined-up service to sales, students, and agents
- Build and establish effective networks with key internal and external stakeholders and nurture relationships through structured engagement
- Ensure budget is effectively utilised for greater ROI and negotiate competitive and flexible deals with suppliers
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Person Specifications
Legal Status
- Eligibility to live and work in the UK
- Undergo an Enhanced DBS disclosure check or overseas equivalent
Qualifications
- Educated to degree level
Experience and Knowledge
- Significant experience working in a marketing role
- Designing and producing marketing collateral such as brochures, flyers, presentations
- Developing clear and structured briefs for design, web design, or videography projects
- Running photography and videography shoots
- Editing photography and videography for social media and sales use cases
- Working with Canva and Adobe suite of products (PDF, Premier Pro, etc.)
- Developing and managing multiple social media content calendars (Meta, YouTube, LinkedIn)
- Creating engaging marketing collateral including flyers, presentation decks, graphics, etc.
- Managing social media channels and developing and executing on engaging social media content
- Planning and delivering multi-channel marketing campaigns, from strategy and concept to delivery and reporting
- Writing SEO-driven content, such as web pages, blogs, social media captions, etc.
- Experience working in the English Language and international education market (Desirable)
- Experience with AI marketing tool (Desirable)
- Experience with photo and video production and visual storytelling (Desirable)
- Experience with HubSpot and WordPress (Desirable)
- Experience with a Project Management tool, such as Monday.com (Desirable)
Skills and Abilities
- Can write compelling and engaging content with SEO best practices in mind
- Can design engaging marketing collateral for varied uses (print, digital)
- Can create social media graphics and content that are aligned with strategic business goals and brand
- Can create promotional videos, social media videos, and long-form videos in Canva
- Can manage multiple priorities and projects while still achieving deadlines in a fast-paced environment
- Able to prioritize and respond effectively to new requests at short notice
- Can build strong relationships with colleagues with the ability to motivate, influence, persuade, and negotiate across varying levels of seniority
- Can travel to head office, Adult English Schools, and Junior & Year-Round Group centres during key periods throughout the year, especially during high season in the Spring and Summer months
Personal Qualities
- Collaborative and communicative with stakeholders and colleagues
- Friendly and outgoing, able to easily interact and collaborate with colleagues, students, agents, and other professional networks
- Strong interpersonal, networking, and stakeholder management skills
- Very organized with a strong focus on meeting and achieving deadlines
- Focuses on delivering high-quality outputs
- Takes an interest in learning and growing skills (a lifelong learner)
- Maintains a solution-focused mindset, finding new paths to achieve the desired outcome
- Takes initiative to plan and own marketing for EFL UK products
- Takes a strategic and multi-channel approach to activities, finding ways to connect the dots and increase positive performance
- Innovative marketer and a creative problem solver
- Has a dynamic attitude with the willing to test, learn, and fail in order to improve
- Flexible and able to adapt to changing priorities
- Tactful, respectful, and has the ability to deal with confidential and sensitive information
- Willingness to work during the evenings and on weekends when required (i.e. special events, high season, etc.)
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