Etonkids currently operate 52+ bilingual Montessori kindergartens throughout China as well as a K-12 International School, the Beijing Collegiate Academy (BCA). We’re headquartered in Beijing, China and serve expatriate and local families seeking to give their children a head start through international-standard early education programs in our International (English only) or Bilingual (English & Chinese) classrooms. We are recognized by the Chinese government as a National Top 10 Educational Institute and host China’s first indigenous AMS / MACTE Montessori credentialing program. We also hosted the 2014 International Preschool Educational Conference (IPEC) in August in Beijing. We have also recently launched our O2O infant/preschool/kindergarten platform, Kids Academy.
The ideal candidate will possess the following capabilities:
Provide vision and leadership for marketing efforts and communicate/ensure this is understood by key internal and external constituents
Develop consumer marketing objectives, strategies, plans and budget
Lead, evaluate, and constantly assess all marketing programs to scale/drive the businesses successfully
Develop marketing programs that facilitate optimal customer conversion and great customer experiences
Balance growth, monetization, and customer experience priorities, keeping business goals, long-term opportunities, and integrity in mind
2. Brand Development
Lead the brand planning process including the definition of consumer target, development of marketing mix and tactics on the how/when/where the brand interacts with the consumer while encouraging trial and purchase
Guide and develop the brand look and feel across all marketing touchpoints (email, social, web, etc.)
Create messaging strategies specifically for key segments
Refine/update all standard messaging, positioning, and collateral
Own on-going customer insight and analysis for our free consumer products, feeding this back into all marketing and organizational efforts to ensure the company remains in tune with consumer needs, pain points, and satisfaction
Create a customer segmentation framework which monitors behaviors against defined metrics (retention, engagement, product purchases, etc).
Maintain a strong understanding of category changes and competitive landscape
4. User Engagement
Develop integrated consumer engagement strategy across all customer touchpoints
Develop and manage cross-promotional strategy for company assets (apps, site, email, and social)
Track audience data and incorporate data and learnings into our customer acquisition and lifecycle marketing strategies and campaigns
Identify significant long-term opportunities based on research, analysis and a strategic view of the direction of the market
Work with the Business Director to identify, design, and plan experiments to validate monetization hypotheses
Track and evaluate all monetization tests
6. Customer Experience & Growth
Develop customer experience and growth goals that roll into marketing objectives
Use both quantitative and qualitative analysis to identify key points of friction within the customer experience
Collaborate with team to develop a product roadmap focused on growth initiatives prioritized by impact, confidence, and ease of execution
Work with Product & Engineering teams to establish a cadence of user experience and growth initiatives balanced against ongoing product priorities
Drive execution of growth initiatives from high-level ideation and planning to design, implementation, and evaluation
Rigorously test, measure, and evaluate all growth initiatives
Communicate learnings across organization and leverage to inform marketing and product decisions
I. AREAS OF EXPERTISE:
Strong consumer marketing background
Extensive product marketing experience
Familiarity with product monetisation models and strategies
A passion for testing, lean execution, identifying new opportunities for growth
Minimum of 4 years marketing experience in brand management and/or consumer marketing, ideally with a focus on the education industry.
Experience managing large consumer campaigns with extensive knowledge of digital media and offline programs (print media).
Track record of achieving aggressive marketing and customer goals through the use of analytics and data.
Ability to manage and drive multiple simultaneous initiatives with impeccable attention to detail and demonstrated ownership over an initiative’s success.
Exceptional organisational dexterity: ability to engage key stakeholders and build consensus across multiple business groups at all levels.
Knowledge of industry trends and new technologies (including social, mobile and web)
Strong sense of brand and editorial voice; the ability to harmonise message across multiple channels and marketing vehicles
Entrepreneurial spirit, with the energy and passion to treat brands as your own