MARKETING MANAGER CANDIDATE INFORMATION PACK
EXECUTIVE SUMMARY
Building a business from the ground up requires energy and tenacity, which is what the founder of Education Travel and Leisure has in spadefuls. He has built Stuhomes, a student accommodation provider offering central London locations to international students, in little over 3 years. The business has successfully weathered the challenges of the Pandemic and been able to grow to 1,500 beds, when other businesses in the sector have been stagnant. Now armed with a five-year plan, the founder wants to take the business beyond London and develop Stuhomes into a pre-eminent brand that resonates with international students; and to deliver this he wants to build a team that will be with him for many years. The other arm of ET&L is GoBritanya, a student accommodation booking platform, which was established in 2014 and continues to go from strength to strength. Last year the platform processed 6,000 enquiries and 2,000 bookings.
WHAT YOU WILL NEED TO SUCCEED Are you someone that thrives on being chal - lenged every day? Someone who takes the initiative to solve the problems stopping you from doing a good job and someone who is comfortable leading the way, rather than following? If you want to be part of a close-knit, entre- preneurial team that has been hand-picked to make the ambitions of the founder a reality, then this role is for you.
BRAND VALUES
WHY WORK WITH US
Our mission is to give international stu - dents a home-away-from-home experi- ence that allows them to feel comforta - ble, safe and enjoy their time in the UK, as well as have an amazing student experi - ence. And our internal values are much the same. We want our people to feel they are being heard, valued, and believe they can make a difference.
If you want your job to REALLY challenge you, then we are the perfect fit for you. You will be part of the founding team, working alongside the founder and Director of Business Strategy and Growth to drive the business to the next level. We are building the business from the ground up. You’ll be a big part of creating the guts of the company, giving you unmatched personal and professional development, as well as the ability to move up and sideways in the business to keep things fresh and challenging.
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JOB DESCRIPTION
THE ROLE The Marketing Manager will manage two brands: Stuhomes and GoBritanya and be responsible for Customer Insights, Performance Marketing and Customer Marketing across both brands. We are looking for an experienced Marketer, with 5+ years of experience in the student accommodation or hospitality sector. Someone who thrives on having a varied job and uses data and their own strategic thinking along with a customer-first approach to deliver high-quality marketing campaigns that drives brand value and the bottom line. This role is responsible for delivering full occupancy across the portfolio, resulting in optimum leasing, customer satisfaction and financial performance in line with the businesses targets and business plan.
PRIMARY RESPONSIBILITIES • Create and implement, with the help of in - ternal colleagues and external contractors, a 12-month marketing strategy for each brand, working closely with the Assistant Director of Business Strategy and Growth. • Evolve the Stuhomes and GoBritanya brand to stay one step ahead of competitors and be in line with industry standards and student expectations. • Oversee Stuhomes and GoBritanya’s presence at events in the UK and globally. And work with the sales team to create a 12-month plan that generates sales in line with targets. • Create and deliver Google Ad campaigns, So - cial Media Ad campaigns, Digital campaigns, email marketing and in-property campaigns to secure new bookings, rebooking’s, and extensions. • Create and review student audience seg - mentations, supported with wider industry knowledge and data to ensure the business is delivering what todays customer requires but also what tomorrow’s customer will want and need. • Work with the Front of House & Community Advisor to create, deliver and evaluate the ROI of a 12-month programme of events to en- gage our residents. • Manage the website development and SEO Team and other agencies to ensure the sites,
across both brands, are generating sales leads in line with targets, are running efficient- ly, are operating within GDPR guidelines and are on brand. • Overseas the management of the social media accounts for both brands and be competent to commission external content producers to create on-brand content that develops our social media presence to deliver engagement from prospective residents and helps the business meet its sales targets. • Responsible for the budget creation and day- to-day management of the budgets across all aspects of the marketing function and be able to report ROI in relation to expenditure. • Monitor industry best practice, techniques and trends, and activities of competitors and produce an annual Resident Satisfaction report. • Monitors and manage the Stuhomes and GoBritanya reputation. • Creates and delivers presentations based on the marketing plans and strategies for the company directors, sales managers, and property partners. • Collaborate with the sales teams, operations, and directors to understand what is required from the marketing function and create cam - paigns in response to their needs both proac - tively and reactively. • Continuously identify areas for improvement, offering suggestions to improve efficiency
SKILLS REQUIRED FOR THE JOB • Experience in marketing to both domestic and international students. • Experience working with premium/luxury accommodation brands. • Experience managing a team in a fast-paced environment. • Experience in building marketing plans and strategies that achieve an uptick in sales. • Experience in managing annual marketing budgets, within agreed spend. • Marketing planning and reporting across the channel mix: Above, below, and through-the line. • Passion for marketing and the delivery of exceptional customer service. • Great eye for detail with creative flair and con- fidence to critique own work and others. • Flexible can-do attitude, happy to work in a fast-paced role, manging multiple projects at the same time. • Good skills in Excel, Word, PowerPoint, Mailchimp, Hootsuite, Canva, Google Analyt - ics.
and productivity, and implements ideas that achieve operational excellence. • Ensures all campaigns are accurately record - ed, including a clear mandate on KPIs and ROI. Anything deemed commensurate to the role of Marketing Manager DIRECT LINE MANAGER Director of Business Strategy and Growth WHO WILL YOU MANAGE? • Front of House & Community Advisor • SEO Team • Digital Team • Social Media Team WORKING HOURS You will work from 9am to 5:30pm, Monday to Friday, with most days in the office. And will be expected to help with managing the check-in process that may require working weekends and evenings.
HOW TO APPLY
For a confidential discussion to learn more about the role and opportunity, please contact our appointed recruitment partners Hannah Searle of The Manage - ment Recruitment Group. Hannah Searle | Senior Practice Manager hannah.searle@mrgepople.co.uk m: 07966 827413 t: 020 3962 9900 Applications should consist of a CV and covering letter and should be sent to hannah.searle@mrgpeople.co.uk
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