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Shri Educare Limited invites smart, energetic, and creative educationists to be a part of the family. To Drive and contribute to the top line of the company by generating revenue from company-owned and partner schools in North India. To strategize, steer, budget, train and direct our owned and partnered schools in School launch, branding and positioning, customer delight, marketing plan within expense budget limit to driving school enrollments and year-end targets.
We are looking to hire a Manager - Marketing.
Principal Accountabilities and responsibilities.
1. Sales:
To Drive the business (admissions) of 18 + K12 franchise schools (Adding 2500 + net new admissions every year to the existing base summing to revenue increment of over 4 crore per fiscal) – Both National and International curriculum PAN India) contributing to top line of the company
To support head pf marketing (need base) in driving the business (New School Projects – Territory Expansion) contributing to the top line of the company.
2. New Launch:
Launching new schools (2 k12 avg) in new territory and steering for operational viability by achieving the top line - Defining price point, competition, placement and positioning to strategize and steer the plan for successful launch and achieving desired number of admissions to make project operationally viable in projected time lines.
Training and induction of admissions team PAN India for existing schools and new launches.
Setting up admissions processes, data maintenance, data tracking system and monitoring conversion ratios to get best results and conversions.
3. MarCom:
At Franchise Schools - Consulting and reviewing the marketing budget of over 5 crores across the campuses by giving media plans, campaign communication plans and media buying. Training / Inducting the PROs on product communication/ counselling. Ensuring Legal compliances associated with the use of brand name and logos.
At Corporate Level – Working with Head Marketing in strategizing and implementing the campaign and communication on SEL Social Handles and other value collaterals such as Brand Manuals. Performing lead generation activities along with Head Marketing for new projects across all the mediums (Digital, ATL, BTL and consultant partnerships)
Launch initiatives like PRO Conclave and reward policies for all partner schools.
Implementation of Admissions module and Lead module : Working closely with school promoters, principals, admissions team and SEL IT for implementation of admissions related modules of SEL owned ERP - Targeting 4-5 schools per year and new launches.
Dimensions
People RelatedReportee - No direct Reportee , driving admissions through admission counsellors of respective units (0ver 32 admissions team members PAN India)
Outcome and Related activities
Outcomes
Activities for achieving Outcomes / Control Points
Driving and achieving new numbers in all SEL schools.
Planning and ensuring the conduction of various marketing actives for all the units in order to generate required footfalls and conversions to meet the target numbers.
Training of all the counsellors and drafting of marketing pitch to get better conversation ratio.
Closely monitoring the student numbers and working with counsellors regularly to enhance the customer delight.
Monitoring the trends and the pipeline, and proactively taking remedial actions as required.
Keeping abreast with all the marketing initiatives of the competitors, for all the given demographics.
Establishing the processes and data tracking system in order to get best results and conversions.
Entering strategic tie-ups with preschools and corporates and leveraging retail business.
Assisting head of marketing in new business / projects for SEL – both in Branded as well as Consultancy Projects
Assisting in school project location visits, deduce market intel, visit competitor schools, meet prospective clients, drive the discussions and offering to facilitate a successful pitch for the proposed project.
Share the overall summary with the Marketing Head and CEO helping plan the final closure meeting.
Gather market info w.r.t preferred board, optimum fee structure and other essentialities and then team up with the head marketing to share price point and student projections for financial modeling.
Ensuring customers retention and client satisfaction.
Conduction of P.S.S on all the units and collating the findings.
Drafting of plan along with respective teams and promoters to work on the findings.
Feedback calls on withdrawals and working on the findings along with the school team.
Periodic reviews on the same to continuously track and adhere to the developments and progress on the findings.
Retaining the existing customer base and establishing new customers through unique “You refer, we prefer” Program, parenting workshops, seminars and Carnivals.
Brand building and Positioning
Reception / Infra branding – Assisting all SEL partnered K12s in reception branding : Achieving uniformity across location in brand designs and parameters.
Drafting of marketing collaterals for SEL owned units.
Giving inputs and sharing of ideas with partnered schools on various marketing collaterals, handouts and marketing means (both ATL and BTL).
Final proof reading and approvals of the collaterals as per the brand guidelines laid down.
Media Planning and buying as per approved budgets
Vendor management for partner schools (if required).
Planning of brand building and lead generation activity for SEL.
Budgeting and planning for all existing units/schools.
Tracking the trends and budgeting the year end student targets of all our existing schools.
Finalizing of marketing budgets with the marketing head on the respective units and giving the marketing plan within the budgets.
Tracking of variances vis-à-vis budgeted expenses/numbers and acting needful.
Recommending the fee structure by doing the market survey and research.
Competitor Intel / mapping.
Keeping track of market movements/ competitor activities
Relationship with key industry personnel.
Maintain contentious dialogue with channel partners and vendors for market movement.
Ensuring the proper and agreed upon uses of brand name, Logos and other specifications as per the laid down brand guidelines
Setting up of processes and constant eye on various digital platform to ensure the right and proper use of brand identities as per the brand guidelines laid.
New School Launches – Both National and International Curriculum
Drafting of Year Zero plan and budget along with the school team.
Closely monitoring and assisting the school team in their marketing activities and ensuring the desired results.
Tracking of ROI and CPI of various activities through counsellors and modulating the plans.
Setting up of admission management systems.
Carry out training programs and role plays to enhance and improve product knowledge of counselors and front office executives.
Planning and conduction of mega launch events along with the school team and SEL coordinators.
Working Relationships
Working closely with Promoters, Directors and Principals across all SEL Partner schools.
Project managers for existing projects and Project head for new launches.
Working with multiple External vendors across the locations.
Working in tandem with Team IT for admissions related module deployment.
Coordination with finance team and admin teams for various payment releases – Need base
Maintains relationships with competitors for getting the latest market information (prices, strategic moves of competitors etc.).
Working with Head - Operations for conducting various workshops and training sessions as and when needed.
HR Team on PRO hirings PAN India and for new launch.
Challenges/ Complexity of Job
Driving revenues of K12 which is the major Top Line Contributor to the SEL revenue.
With doted responsibility of counsellors (32+ PAN India), driving the entire numbers in all the units.
Continues training need at schools for admissions team and FOE because of attritions.
Competitor mapping for all the demography on regular basis, to be abreast with opportunities and threats.
Demographic fit campaign Ideation and Management PAN India with tight budgets.
Coping up with unexpected withdrawals and planning of remedial action.
Other factors like infra and education board also plays an important role in driving walk-ins. So, if the infra and board is not as desired, it becomes even more tougher to drive business..
Legal compliances associated with the use of brand name and logos.
Unavailability of good resources in B grade cities.
Decision Making Boundaries
Face of marketing in dealing with all SEL partner K12s (major contributor to SEL revenue kitty) in providing consultancy in marketing.
Responsible and accountable for ensuring that the targets are being achieved at all partner K12 schools.
Responsible and accountable for giving marketing plan to all SEL partner K12s ,keeping a track of plan Vs actual and justifying the respective gaps (Plan Vs Actual), coming up with counter measures if needed.
Working with the marketing head in budget and target forecasting based on the ground intel for all the units.
To keep track of the competitor’s activities and consult with the broader marketing team at client locations in designing and implementing counter strategies.
To provide timely visit and device effective support mechanisms for maintaining client satisfaction and providing quality solutions.
To reinforce that the client is following the brand guidelines and is in sync with the brand manual and escalate any deviations.
To ensure proper induction and training of various resources and counselors / PRO’s across schools for smooth orientation.
To plan-out effective marketing activities based on the client requirements or ever-changing competition dynamics.
Position qualification:
Educational qualification : B tech + PGDM in Marketing and communication.
Duration and experience : 8 + years in the marketing from relevant industry.