Kings is a premium international education organisation specialising in academic pathways and English language teaching for students aged 16-22. Each year, our students join us from over 60 countries and go on to study at leading universities throughout the UK, US and globally.
Kings English / Young Learners is the English language division of Kings, catering for both the adult and young learner markets. Building upon our reputation as an exceptional language provider, we have clear plans for significant future growth. This will be achieved by creating a highly focussed structure for the Kings English division designed to drive growth across adult and young learner products.
Key facts
- Director of Sales and Marketing, Kings English/Kings Young Learners
Role overview
The successful post holder will need to:
-
Create top tier marketing content and resources for staff, agents and students to optimise student recruitment onto all Kings English and Kings Young Learner programmes
- Develop and execute marketing strategies targeting both B2B and B2C channels as required
- Increase enquiries/lead generation for the Kings English and Young Learner programmes
- Work closely and effectively with colleagues at both divisional and group services level to ensure best practice and optimised output
Specific accountabilities
- Work with the Global Director of Sales and Marketing in developing a quarterly marketing plan in support of the division’s growth objectives and strategy creation
- Work with the Group Brand and Design Controller to ensure all material is produced in accordance with appropriate brand guidelines and quality expectations
- Source and manage production of all written content for Kings English marketing resources (website, Kings Life blog, digital campaigns, supporting materials)
- Ensure accurate and timely publication of marketing content across all relevant media including websites and social channels
- Working with divisional and group services colleagues as required, develop relevant video content in support of divisional recruitment strategies.
- Lead on the development of Kings English current student/alumni data resource to inform the production of relevant materials and digital marketing campaigns
- Work with the Group Head of Online Development in the creation and implementation of agreed digital direct campaigns, ensuring timely scheduling and delivery
- Manage lead generation initiatives – e.g. regular newsletters, email campaigns, webinars, student follow-up, etc.
- Create and manage a yearly publication plan on all relevant social media channels for Kings English, to guarantee a consistent output of high-quality content.
- Manage translation process where required
- Work with the Group Head of Online Development to optimise the online presentation and promotion of Kings English programmes via an agreed SEO strategy and production schedule
- Compile ELF industry statistics; research and analyse market trends, demographics and competitor activity to form marketing strategies as well as providing timely and efficient reports to the Global Director of Sales and Marketing
- Assist with the preparation of the annual competitor analysis of EFL programme prices and products together with the Global Director of Sales and Marketing
- Monitor agents’ social media and find opportunities for tagging and sharing items
- Lead on the preparation of market-specific presentation tools required for EFL programmes for key academic markets/events
- Assist agents in updating their databases with Kings English school, course and accommodation information
- Keep school and course profiles on online agents’ websites updated, including providing agents with photos for their galleries and video embeds
- Assist key sending partners with updating and maintenance of their websites and online resources to optimise presentation of Kings English programmes
- Assist the Global Director of Sales and Marketing with preparation for Kings English training sessions to recruitment/admissions teams, agents, and school staff where necessary
Key Performance Indicators
- Timely and accurate delivery of all marketing content.
- Increase user engagements across all the Kings English social media channels by a pre-agreed target annually.
- Increase conversion rates for Kings English direct bookings to a set target
- Increase a bank of Kings English current and alumni testimonials by a pre-agreed target annually
- Excellent feedback from colleagues as to the professionalism of the service provided.
Professional Experience
- Social/digital media usage and tracking tools/analytics
- Use of graphic design platforms (InDesign)
- Using, or coordination of, video production and editing
- Experience in, or coordination of photographic production
- Experience in using website content management systems
- Familiarity with and/or experience working in the international education sector
Personal Attributes
- A university graduate or NVQ/BTEC sales/marketing qualification
- Exceptional communication and interpersonal skills
- Excellent attention to detail and accuracy skills
- Hard working, enthusiastic, eager to learn and develop
- English to bilingual/native level. Additional languages desirable
How to apply
We require a full CV with covering letter stating salary expectations, how your experience and qualifications match our expectations.
Please send applications to Lucy Cattermole at lucy.cattermole@kingseducation.com
Application deadline: January 20, 2025
Interviews will commence shortly thereafter.
Successful appointment will be dependent upon:
- Enhanced DBS check
- Confirmation of right to work in the UK
- Satisfactory references (including confirmation of no child safeguarding concerns)
Kings is an Equal Opportunities employer and we adhere to the principles of equal opportunity in all aspects of our recruitment process.
