Head of Marketing

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Overview

Do you want to be help enrich the lives of learners worldwide?

At RM, we've been pioneers of education technology since 1973. We provide technology and resources to the education sector supporting over 10 million students around the world. We work with 28,000 schools, nurseries, and education trusts in 115 countries to deliver customer-centric solutions that improve education outcomes worldwide.

What we do helps learners at all stages of their lives, from preschool to higher education and professional qualification, we partner with schools, examination boards, central governments and other professional institutions, to enrich the lives of learners.

Responsibilities

Job Purpose

The Head of Marketing in RM Assessment leads the marketing team to inspire and drive lead generation that supports the growth aspirations of RM Assessment. Accountable for developing and promoting a strong RM Assessment brand awareness that generates engagement and growth across our market sectors and global regions.

This role demands an experienced marketing leader with a proven track record in developing and executing creative, energetic and dynamic branding, PR plans and a product marketing strategy that supports business growth goals and Go To Market plans. This individual will have experience of building, motivating and coaching a team of up to 4 experienced Marketing Managers with the specialist skills to deliver high quality work and to dynamically adapt to needs and opportunities as they arise - as well as indirectly managing the work priorities and output of a dedicated team of in house content developers. The Head of Marketing will inspire and support this Marketing team to ensure marketing activities across the team are co-ordinated and the team have access to the resources and skills needed to effectively execute their marketing plans with creativity and enthusiasm.

Key Responsibilities:

Brand & PR Management:

• Define, promote and maintain a strong and clear RM Assessment brand identity across RM and our markets. Adapt this brand as and when needed ensuring consistent and compelling brand promotion, PR and product messaging tailored to target market sectors and regions.
• Maintain a rich and exciting PR calendar that promotes the activities and achievements of RM Assessment in public and specialist market media. Work closely with RM's Chief of Communications to ensure that PR content and activities are engaging to attract media coverage.
• Oversee the creation of impactful brand campaigns, making effective use of digital marketing channels and using winning themes that resonate with target audiences and reinforce brand identity.
• Work with leadership across RM Assessment to promote and energise understanding, alignment and support on RM's winning themes and brand messaging across all aspects of our business.

Marketing Strategy and Leadership:

• Develop and execute a dynamic and exciting Assessment marketing strategy that supports sector Go To Market plans and growth targets.
• Lead, inspire, and mentor a team of marketing professionals to drive creativity, energy, innovation, and excellence in all marketing initiatives.
• Marketing advocate and internal promotion - Coach and support the marketing team, Business Growth and the wider business and leadership on the activities and achievements of RM Assessment Marketing
• Ensure roles, responsibilities and processes are clearly understood within the marketing team and that team members have the resources, empowerment and support needed to function as a dynamic, responsive and high performing team.
• Work with leadership across the RM business to ensure the RM Assessment Marketing plans and goals are widely understood and to ensure the team have the resources, tools, skills and cross business support to successfully execute their marketing plans and activities.

Digital and Content Marketing:

• Motivate and inspire the team to create engaging, high-quality content that promotes RM Assessment's products and brand and sells our propositions to our target market sectors.
• Oversee the development and execution of measurable and effective digital marketing strategies, including SEO, SEM, social media, email marketing, and content creation that promote our products, brand and winning messages to our target market sections and regions.
• Website - create a plan, and business case, for the content, hosting and management of RM Assessment's website that supports responsiveness, dynamism and creativity in our Marketing activities and outputs.
• Support Marketing team with alignment, strategic guidance, tools and resources to effectively deliver their sector marketing plans and campaigns.

Customer Relationship Management:

• Motivate and coach the team to work with Business Development and Pre-Sales teams to define a coordinated strategy for customer relationship management including agreement on a CRM system and processes for recording and managing customer interactions that supports the sales process stages, roles and target measurement.
• Establish processes across the Business Growth team for managing and measuring the success of inbound and outbound marketing campaigns and brand messages, tracing lead generation, qualified opportunities and business growth to marking activities and touchpoints.
• Establish regular reporting on the progress and success of marketing activities, share at Senior Leadership and C-Suite levels to demonstrate achievements and feed learnings back to dynamically adapt marketing campaigns and plans.

Market Research and Insights:

• Create, inspire and organise strategically targeted market research and competitor analysis to identify TAMs, trends, opportunities, and customer preferences that drive our market insights, content creation, PR and marketing campaigns to enhance our brand as a thought leader in the marketplace, generate awareness and engagement and generate new leads.
• Use data-driven insights to refine marketing strategies, optimize campaigns, and drive continuous improvement.

Cross-Functional Collaboration:

• Collaborate closely with cross-functional teams, including Product, Proposition, Sales, and Operations, to promote Marketing activities and achievements and to build a support network of expert contributors and collaborators across the business who can support content creation, thought leadership and campaigns.
• Provide strategic input and market insights, evidence and research to inform product development, pricing, and market positioning.

Commercial awareness:

• Work with Heads Of to support a strong governance process for managing events and campaigns - sign off for spend to be agreed based on a cost-benefit business case with measured target outcomes;
• Where 3rd party supplier support and relationships are needed to support Marketing activities, build and promote business cases with leadership teams to get support needed. Own these relationships and actively promote measure outcomes and achievements. Costs should be tracked and fed into budgeting activities
• Monitor spend of marketing activities within agreed budgets, track performance metrics, and report on marketing campaign results (KPIs) and effectiveness against targets (ROI).
• Use data to make informed and dynamic decisions and adjustments to marketing strategies and proactively communicate and promote successes and adjustments with leadership teams.

Experience

Knowledge, Skills & Experience

• Experience of leadership in creating and inspiring creative, exciting and dynamic brand, PR and Marketing plans and strategies that engage markets and drive lead generation and growth.
• Line managing, coaching and mentoring a high performing marketing team.
• Experience of fostering positive and engaging relationships with C-Suite to inspire support through achievement.
• Qualifications: Professional, graduate or post graduate qualifications in Marketing (e.g. CIM), Business or Communications is desirable
• Marketing planning: experience creating a marketing plans and strategies that deliver demonstrable customer engagement and business growth.
• Marketing campaign development: Experience of developing and executing marketing activities from content marketing (from PR and thought leadership, blog, website, social media), digital advertising (search, social and re-marketing), direct email including use of marketing automation, direct mail, industry events and sponsorship
• Customer insight: working with qualitative and quantitative data to create marketing plans that address customer needs. Identifying gaps in market research knowledge and proposing solutions to fill those gaps.
• Reporting: comfortable analysing marketing activities and data to understand what worked (and what didn't) and why
• Delegation, collaboration and understanding: using strong influencing skills to work with a variety of stakeholders (inside and outside RM) to understand the market and the proposition and creating innovative and engaging marketing approaches.
• Communication: professional, presentable, dependable and self-motivated. Excellent interpersonal and team working skills. Experience of building positive working relationships with senior leadership teams.
• Planning and organisation: excellent understanding of what is involved in developing a marketing plan - managing tasks simultaneously, accurately and according to priority.
• B2B experience: whilst a background in the assessment or edtech sectors is not a pre-requisite, a good understanding of using content and digital marketing as part of a B2B marketing funnel is essential.
• Driven: being brave in making sound recommendations based on fact and experience, with a focus on tangible results-orientated outcomes.
• Tenacious and self-motivated: someone who is curious, yet disciplined; who does not need to be told what to do but seeks to contribute; someone who is tenacious and looks for alternatives.

What's in it for you?

What's in it for you?

At RM we have "My Work Blend @RM" which provides office-based colleagues with multi location and hybrid working options to suit them. As well as your office base, you can spend a proportion of your time working at other locations that suit your role and your life, including home, other offices, customer sites, distribution centres or on the move. We encourage you to discuss arrangements for this role with your potential line manager during the recruitment process. We expect how we make best use of hybrid working may continue to adapt as we adjust to our new ways of working.

As well as a competitive salary and our core benefits package which includes private medical healthcare, life assurance and a Group Personal Pension Plan with higher contribution levels available, some roles are also eligible for a performance-related bonus. There are lots of voluntary benefits too. You could buy additional annual leave, join our dental plan, sign for a health assessment, or take part in our cycle to work scheme. You could even earn yourself an extra bonus for successfully recommending a friend or family member for a position within RM.

To better reflect the society that we serve, we're committed to building a diverse workforce and creating an inclusive and welcoming environment for all. To achieve this, we create teams of talented people from different backgrounds and experiences and strive to be a business where our people can bring their whole selves to work. We also want to make the recruitment process as inclusive as possible for everyone. Should you require additional support with your application or through the interview process, please contact us at recruitment@rm.com.

Unfortunately, we are unable to offer sponsorship for this role.