Regional Marketing Manager

Job Description

Purpose of Role

The Regional Marketing Manager owns the development of integrated marketing plans across an assigned portfolio of schools, translating Group, Regional and School objectives into prioritised activity that supports enrolment growth, strong brand positioning and local market needs.

The role acts as the integrator of Marketing capability, identifying business needs, setting priorities and orchestrating delivery through school Marketing teams and specialist Marketing Hub capabilities. The Regional Marketing Manager is a hands-on Marketing leader and expected to personally deliver work where appropriate but is not expected to replicate specialist Hub capabilities. The role identifies needs, sets priorities and brings together the right local/school and specialist capability to deliver the strongest business outcome.

Successful candidates will think like a business owner (not just a marketer), communicate clearly, take ownership of outcomes, prioritise effectively across multiple schools, and balance strategy with execution.

Key Responsibilities

• •School Marketing Planning
• Develop and own integrated Marketing plans for assigned schools, aligned to enrolment priorities, market dynamics and school positioning. Ensured Group, Regional and school-specific priorities are integrated into one holistic school marketing plan.

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• •Integrated Campaign Planning & Delivery
• Prioritise and coordinate omnichannel Marketing activity across school teams and Hub specialists, ensuring local requirements are translated into clear briefs, priorities and execution.

3. School Performance Management

Own Marketing performance across assigned schools. Use agreed Marketing and enrolment data to identify demand, lead-quality and conversion gaps, drive corrective action at the school level and request specialist intervention where required.

• •Brand Positioning & Storytelling
• Own school positioning and school activation within the brand framework, ensuring differentiated propositions. Ensures USPs and proof points are translated into effective storytelling assets across priority parent touchpoints. While content delivery is shared across school teams and specialist Hub capability, this role is expected to be a hands-on marketer who can personally conceptualise, develop and improve high-priority content where required.

• •Word-of-Mouth & Local Reputation
• Drive systematic local approaches to testimonials, reviews, advocacy, online reputation and shareable parent/student stories, escalating material reputational risks through agreed governance.

Principal, Admissions & Regional Stakeholder Partnership

Act as the primary Marketing partner to Principals, Admissions leaders and Regional Leadership for school marketing matters, communicating priorities, performance, trade-offs, recommendations and decisions required.

• •School Marketing Team Leadership
• Manage, coach and support school Marketing specialists, helping them focus on high-value local execution and capability improvement.

• •CRM, Digital & Specialist Hub Integration
• Identify and prioritise school specialist needs and work with the Hub to secure appropriate support. The Regional Marketing Manager owns the business requirement and local outcome; the Hub owns specialist solution design and delivery

Hard Skills

Integrated Marketing Plan Development - Ability to build end-to-end marketing strategies & plans across online and offline channels; align strategy to enrolment targets.

Campaign Planning & Project Management: Ability to design and project manage multichannel campaigns; coordinate and integrate school, hub, and global inputs

Brand Positioning & Proposition Development - Ability to identify and articulate differentiated, parent-relevant school propositions, supported by credible proof points, and translate these into effective messaging and storytelling.

Storytelling & Content Creation - Ability to conceptualise and deliver impactful, emotionally engaging content across video, social, websites, OOH and other priority parent touchpoints.

Budget Allocation & ROI Management - Ability to allocate & reconcile budgets across channels and schools; optimise for enrolment outcomes and ROI

Funnel & Conversion Understanding - Strong understanding of customer journey and sales pipelines and the levers that impact each stage.

Performance Analysis & Decision Making - Ability to interpret data, identify issues, make strategic adjustments

Customer & Market Insight - Ability to understand parent needs, local market dynamics and competitor activity, and translate these into school-level Marketing priorities, positioning and interventions.

Comfortable using a range of marketing technologies , such as CRM systems, project management tools, social media platforms and web analytics platforms,

AI fluency - Confident using AI tools to enhance research, analysis, planning, content development and productivity, with strong judgement and responsible use.

Soft Skills

Ownership & Accountability - Takes ownership of Marketing outcomes and delivery across assigned schools; combines effective delegation with a hands-on approach and is willing and able to personally deliver priority work where required.

Commercial & Strategic Thinking - Thinks like a business owner; understands the commercial problem behind the Marketing request, prioritises based on business impact and makes clear trade-offs rather than simply delivering activity.

Communication Clarity - Can clearly explain performance, strategic priorities, decisions, trade-offs

Stakeholder Management & Influence - Builds credibility with Principals, Admissions and senior leaders; challenges constructively, manages competing demands, communicates trade-offs and influences stakeholders toward the highest-impact priorities.

Leadership & Team Guidance - Ability to upskill school marketers; provide direction and support

Prioritisation - Focuses on highest impact actions; avoids low-value work

Problem Solving - Proactively identifies issues & opportunities and acts on them.

Resilience - Ability to handle pressure, manage multiple stakeholders, deal with ambiguity

Adaptability - Ability to adjust to different markets, respond to changing priorities

Qualifications & Experience

Minimum of 7 years in marketing with strong experience across multiple channels (digital, brand, content, events, offline)

Multi-Stakeholder / Business-Facing Experience: Experience working with senior stakeholders & influencing decision-making

Multi school / Multi-Market Experience (Highly Preferred) – experience managing multiple brands, locations, or markets and balancing competing priorities

Budget Ownership Experience – Experience managing budgets, making allocation decisions, optimising spend

Performance & Data Experience - ability to interpret performance data; make decisions based on insights

Team Management Experience - Experience managing teams

Educational Background - Degree in Marketing or related field

Industry experience - Private education or another multi-site, consumer/service environment desirable. Relevant backgrounds may include hospitality, consumer services, higher education or agency experience supporting multi-location education or consumer brands.

Core KPIs

Marketing contribution to enrolment growth, including qualified demand and timely intervention against identified performance gaps

Improvement in agreed Marketing-influenced pipeline measures

Marketing investment effectiveness and ROI

Improvement in school positioning and storytelling across priority touchpoints

Delivery and effectiveness of agreed priority Marketing interventions

Quality of stakeholder partnership with Principals and Admissions

ISP Principles

Begin with our children and students . Our children and students are at the heart of what we do. Simply, their success is our success. Wellb