Head of Marketing - Experience Education

We are currently looking for an experienced Head of Marketing to join our Brighton based team and be a part of our Experience Education business which incorporates our fantastic brands, Skibound, TravelBound, Edwin Doran & Masterclass, World Challenge and JCA Adventure.

Operating school and sports group travel across the globe from the UK and Australia source markets, we’re passionate about enriching young people’s lives through travel and delivering experiences that create lifelong memories.

The Experience Education (EE) division is part of the Travelopia Group, a KKR owned company, and is a leading provider of educational travel – offering a wide range of experiences for students in the UK and Australia: from ski and adventure breaks to international travel supporting core curriculum subjects, sports tours and expeditions to places near and far. 

We currently have relationships with over 30% of UK secondary schools which presents a huge opportunity for cross-selling our products which is a key pillar of our strategy over the next 3 years. As well as focusing on this growth opportunity our marketing team will continue to support our normal and traditional customer acquisition plans which have delivered consistent and steady growth over recent years.

To help us achieve our 3-year plan objectives, we now have one UK Sales team and plan to migrate to a single CRM system for sales and marketing – HubSpot – to enable a single view of our customers.

Reporting into the Sales and Marketing Director UK, the Head of Marketing for Experience Education in the UK, is a hands-on role leading a small team to generate high-quality leads – both from new customers as well as repeats - for our sales team to convert.  You will launch the new Experience Education portfolio to schools, bringing to life the key USPs for schools, as well as drive the individual product brands focusing on marketing channels that provide the highest ROI. The role commands excellent commercial acumen and experience of data-led CRM and digital marketing.

Key role accountabilities

  • From customer and market insight, develop the annual marketing plan for EE and the product brands; recommend budget allocations to underpin the Divisions’ required sales leads/commercial targets
  • Develop the Experience Education brand and positioning and ensure that all take-to-market collateral (web, digital brochures/campaigns, etc) are ready for the start of the 2022 school year
  • In collaboration with the sales team, plan and execute monthly/quarterly campaigns for EE and the individual products across all media, including
    • Digital marketing, including social
    • Email and DM
    • Industry/school/parent events
    • PR and Partnerships
    • Search – primarily SEO but also targeted PPC
  • Create plans to grow the database and use customer data and insights to recommend segmentation and personalization strategies to maximize leads and conversion rates
  • Analyse campaign results to assess ROI/leads and adjust accordingly
  • Work extremely closely with the Heads of Sales to ensure that campaigns are briefed in and feedback incorporated
  • Ensure the websites are up to date and with SEO-optimised content and copy, high quality links to improve natural search; use AB testing to improve conversion
  • Keep abreast of the latest market research and competitive data
  • Build and lead a small team of high performing marketeers

In addition, over the first few months in the role, a key focus will be on ensuring a successful migration to the HubSpot platform for sales and marketing – this will include working closely with the technical delivery team and with the Heads of Sales and will include the recruitment of a CRM Manager with HubSpot experience.

What we are looking for

To be successful in this role you will have 5-10 years experience of data-driven CRM and digital marketing ideally in the B2B sector across multiple brands and have prior experience specifically with the UK education and group travel marketplace. You would have a strong understanding of acquisition and retention marketing techniques such as digital marketing, CRM, direct response media online and offline as well as working with external agency partners to manage the creative process. Also pivotal to this role would be prior experience with HubSpot as a CRM tool, you would have a full understanding of analytics and automation and a strong commercial acumen with the ability to track and report on campaign results and ROI. The right candidate would be an effective communicator and collaborator, able to deliver to time, budget and quality expectations, across multiple initiatives simultaneously. Prior experience in team recruiting and leadership will be the key to success moving forward into this role.

If you are a hands-on marketing professional able to build and motivate and your experience matches the skills above, then this could be the opportunity for you. Please apply today!

Information

  • Reference:
    VS307840BriHOMEE
  • Location:
    Brighton, East Sussex, United Kingdom
  • Postcode:
    BN2 1TL
  • Employment:
    Permanent
  • Salary:
    Competitive
  • Posted:
    Thu, 03 Jun 2021
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