JOB PURPOSE :

- To lead the digital acquisition initiatives for the company's businesses in overseas markets of Malaysia, UAE and North America

- To support the businesses in formulating strategies by providing analytics on various marketing initiatives

WORK RELATIONS :

Internal Interface :

- International business/marketing teams spread across Malaysia, North America and UAE

- Content team, Call centre teams and IT team

External Interface :

Digital, creative and media agencies (in India and the country of operation)

Reporting :

Head - Digital Marketing

CRITICAL ACCOUNTABILITIES :

- Develop the acquisition strategy for the markets and businesses

- Execute the strategy on a daily basis to ensure targets are met

- Continuously interact with business and calling teams to track lead quality and adherence to targets

- Keep track of other marketing activities to understand their impact on customer acquisition

- Regular reporting of campaign effectiveness

- Occasional travel to business locations for review, consumer understanding, coordination etc.

- Work with content, creative, IT teams to provide the necessary support for execution of the campaigns

KEY FIGURES :

Manage a budget of approx 5-6 Cr per annum

KEY SUCCESS FACTOR :

Student acquisition as per AOP targets, within budgets and admission deadlines

MAJOR CHALLENGES :

- Handling priorities of multiple businesses as per their timelines of acquisition

- Implementing processes of acquisition and engagement across businesses for the first time

- Setting benchmarks of success without any prior references

SKILLS, KNOWLEDGE & COMPETENCIES :

Skills and Knowledge :

- 6-9 years of hands-on experience in handling digital acquisition in domestic & international markets

- Completely familiarity with advertising platforms in search, social, database, display, video etc

- Hands on with AdWords, Facebook Business Manager, Google Analytics, LinkedIN Campaign Manager, DBM and other digital marketing interfaces

- Should be a Google AdWords Certified

- Experience in negotiating with and managing digital agencies

- Experience in creating marketing reports using analytics tools and drawing meaningful action points from it

- Understanding of key marketing functions e.g. branding, content, PR etc and how they impact customer acquisition

Competencies :

- Very strong analytical abilities

- Strong in setting up processes

- Familiar with emerging trends in marketing and able to implement them in strategies

- Able to handle ambiguity

- Able to get work done through non-reporting relationships

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