We are looking for a Marketing Manager to play a lead role in scaling up our innovative educational programme globally.
This is a new role, with scope to make it your own. You’ll join a passionate team with a supportive, creative culture and ambitious growth plans. You’ll also have the unique opportunity to work with teams across The Economist, one of the world’s leading media brands, including an award-winning social media team, acquisition, films, retention, podcasts and more.
We deeply value diversity in all respects and encourage applications from candidates from all backgrounds.
Reports to: Chief Programmes Officer.
Hours: Full time, with flexible hours. Core hours are from 10am to 4pm.
Location: Remote 3 days per week and in London 2 days per week (Canary Wharf).
Salary: £34,000-£36,000 per annum, depending on experience.
Closing date: November 12th.
First-stage interviews: Week of November 22nd.
Second-stage interviews: Week of December 6th.
HOW TO APPLY
Please submit a CV and cover letter.
ABOUT THE ECONOMIST EDUCATIONAL FOUNDATION
We are an independent charity that was set up by staff from inside The Economist newspaper in 2012. We enable disadvantaged young people to join inspiring discussions about the news which teach them to think critically, communicate effectively and understand what’s happening in the world.
Building these competencies can change a young person’s life. They learn to listen, creatively solve problems and speak confidently about the issues affecting their lives, from inequality to climate change. This sets them up to succeed in school, in future work and as citizens.
We are a small organisation (currently a team of eight with a turnover of under £1m) with big plans to grow. We sit within the larger Economist Group and work with teams across the company.
WHAT YOU WILL BE MARKETING: AN INNOVATIVE SCHOOLS PROGRAMME
Our programme, Topical Talk, gives teachers high-quality training and resources to have weekly discussions about the news in their classrooms. Students also use our innovative Topical Talk Student Hub to join discussions with counterparts all over the world and leading topic experts. Our current topic is COP26 and one of the experts is Al Gore. Young people who regularly take part make five times more progress than their peers in thinking and communication skills that are proven to change life outcomes.
THE ROLE AND WHAT WE CAN OFFER YOU
Lead responsibility for marketing our programme, with help from a supportive, collaborative team and a wealth of marketing expertise to draw on across The Economist Group. We are passionate about reaching more young people and we have ambitious new plans to scale up Topical Talk globally. As our Marketing Manager, you will have lead responsibility for marketing the programme to schools, working closely with the rest of the Foundation team and engaging support from marketers across The Economist.
You will be creative in planning marketing activities that maximise a small-charity budget and you’ll actively build relationships in The Economist’s marketing team to secure support and create opportunities to collaborate. You will enjoy working with others and drawing on the knowledge and skills of your colleagues, from the Foundation’s Designer to experienced in-house teachers, to optimise your marketing campaigns.
Strong foundations to build on. We have already achieved national scale: we worked with 113 partner schools in 2020/21. We now aim to radically expand our reach, and our strategy for growth has already shown exciting success. In the past year, our teaching resources amassed 14,000 subscribers and were downloaded 160,000 times in 141 countries. Our programme was recognised by HundrED, a global education charity, as one of the most impactful and scalable education innovations globally.
An opportunity to join a passionate, high-performing team at an exciting stage of growth and have a real social impact. You will play a key role in building on our momentum and helping us achieve our growth aims. Our three-year goals are to reach 20% of UK state schools (roughly 4,000 schools) and to match that reach globally, including 3,000 schools in the U.S.
The creative freedom of a small organisation combined with the advantages of a larger company and leading media brand. You will have access to Economist Group benefits including private medical insurance and great training and mentoring opportunities.
Marketing strategy and planning (30%)
- Work closely with the Chief Executive to prepare marketing plans: Plan digital marketing activities and campaigns to achieve our growth targets, including acquiring new leads and retaining current account-holders, based on data and a strong rationale. Set clear KPIs.
- Research and identify target audiences and partners: the communities we should reach, the job titles we should target within schools, and the organisations that our Chief Programmes Officer should approach about potential partnerships, for example with multi-academy trusts.
- Over time, build in-depth understanding of the behaviours and motivations of teachers, school leaders and system leaders, and use this to inform all marketing plans, activities and content. There is extensive educational knowledge for you to draw on within the Foundation team.
- Work with the Chief Programmes Officer to ensure that marketing plans are aligned with her plans for partnerships.
Campaign implementation and management (55%)
- Take lead responsibility for implementing and managing digital marketing campaigns and activities, keeping them on time and within budget.
- Work with our Operations Manager to put in place robust processes, workflows and data management using Monday and Mailchimp, including some simple automation. Set contingencies and manage risks.
- Write copy and work with our designer to create content.
- Build deep expertise in our programme.
- Make use of the creativity and expertise of our in-house teachers to optimise messaging and targeting.
- Manage the marketing budget, ensuring that funding is allocated appropriately to have the maximum impact, and that all spending is accurately recorded.
- Build relationships to engage support from across The Economist Group. Brief copywriters, work with The Economist’s award-winning social media team and liaise with other areas of the business including acquisition, films, retention, podcasts, education and many more. Leverage The Economist brand to help us achieve our targets.
Analysis and reporting (15%)
Regularly analyse campaign data, reporting on campaign performance and developing new audience insight to fuel growth. Review budgets to ensure that spend is producing the best return on investment based on business KPIs.
REQUIRED EXPERIENCE AND ATTRIBUTES
- Three to five years of marketing experience.
- Preparing or giving input on marketing strategy and plans.
- Planning and delivering email and social campaigns which achieved targets and converted leads.
- Executing and optimising marketing campaigns and activities based on customer insight and learning.
- Analysing and reporting on campaign performance.
- Using a CRM and email platform such as Monday or Mailchimp.
- Building relationships and managing colleagues to secure what’s needed from them.
- Commitment to our mission and helping us to grow.
- Passion for marketing: you are energised by the prospect of scaling up our programme, engaging more schools and achieving growth targets.
- Ability to think critically and creatively. You prepare plans and solve problems based on a mix of creative ideas, sound reasoning and structured thinking.
- Results-orientation: The drive, adaptability and initiative to find ways to achieve our targets. Able to constantly learn from experience and actively adapt to deliver results. You can work in a self-directed way and you have a proven track record turning ideas into actions and outcomes.
- An understanding of test-and-learn best practice to deliver improvements to customer communications.
- Organisational and project-management skills: Able to manage varied marketing activities and campaigns and implement robust processes and workflows, working systematically and with rigorous attention to detail. Confident working in a small team where you will need to effectively prioritise and work to tight deadlines.
- Excellent copywriting skills: Able to write clear and engaging marketing copy, adhering to and developing our tone of voice.
- Teamwork: You take responsibility for your work and you enjoy working collaboratively, drawing on the knowledge and ideas of colleagues and managing them to secure what you need from them.
- Excellent relationship-building skills: Able to actively reach out and build relationships with colleagues across The Economist Group who can help us to achieve our goals.
- Communication skills: You are a clear, confident and compelling communicator. You are able to listen, build rapport, give clear briefs and persuade people to help out.
- Data-driven, customer-centric focus.
- Education sector knowledge is desirable: Knowledge about how to market to teachers, senior school leaders and sector leaders, and the ability to continue building this knowledge and expertise.
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