The Communications and Marketing Department oversees the IB brand and how the organization communicates this to all key stakeholders, both internally and externally. Sitting within the office of the Business Development, we are responsible for the all internal and external branding, marketing and communications for the IB. Our aim is to increase awareness, engage meaningfully with our schools and students, and promote the mission while safeguarding our reputation as a world leader in International Education.

The Marketing Manager for International Baccalaureate is responsible for driving regional marketing efforts of the IB through the development and implementation of integrated marketing campaigns. From overseeing long-term digital advertising campaigns to short-term marketing solutions, the Marketing Manager is a versatile marketing strategist who works energetically and collaboratively to meet the organization’s regional growth objectives and supports broader global brand awareness goals. Reporting to the Head of Marketing, the Marketing manager stays informed about the market, industry trends, and the competitive landscape, while helping strategize and implement marketing communications and advertising plans.

The Marketing Manager provides mentorship to junior team members i.e. Associates and/or Associate Managers.

Key Accountabilities

1. Lead Generation & Sales Enablement for IB regional office

• Building of the online drip marketing programs and campaigns designed to nurture pipeline prospects into sales-qualified leads for IB AEM / America in three languages. (hands-on)
• Create effective, compelling positioning, messaging, and sales tools (market-facing webinars, whitepapers, etc.) that are understood and used by the IB AEM / America sales force to highlight benefits of IB products to customers.
• Lead and execute marketing campaigns from start to finish, including on-site event/conference support.
• Develop and deliver appropriate event and field sales enablement tools, including on-site event/conference support.
• Establish effective working relationships with internal stakeholders to ensure that IB products are services are implemented through sales enablement and marketing demand generation programs.
• Monitor and facilitate lead funnel management and report program results to key internal stakeholders.
• Drive top of the funnel awareness campaigns across AEM / America
• Support projects or campaigns as needed

2. Market research & competitive intelligence

• Understand the International educational space, target audiences, competitive markets and trends, and their implications for IB AEM / America marketing plans and campaigns
• Generate marketing reports that identify key marketing trends and analysis
• Work with external agencies and internal stakeholders to identify key data points to aid the understanding of the IB’s customers
• Evaluate and adjust marketing tactics to respond to changing, competitive markets

3. Communications

• Collaborate with the external communications team in driving AEM / America’s media relations efforts
• Collaborate with agency partners as needed
• Present ideas and marketing plans / strategies to stakeholders
• Support and collaborate with the AEM / America IBWS school team and Schools communications to drive retention across the AEM / America market.

Problem Solving and Decision-Making Level

• In charge of IB AEM / America budget (in collaboration with line manager)
• Choice and development of communication and marketing media & collateral (in collaboration with line manager)
• Dealing with issues and requests from internal stakeholders
• Establishing and maintaining good working relationships with IB departments and external suppliers
• Manages resources effectively, delivering results to a high standard

Knowledge and Experience

• Master's degree with emphasis in marketing or business
• Minimum of 7 years’ experience in marketing and/or digital advertising management or broad experience in different areas of marketing sector
• Proven track record of success in meeting organizational growth objectives.
• Experience in traditional and digital marketing, content marketing and paid social media marketing
• Experience in managing of projects and vendors (external agency, market research)
• International marketing experience a plus
• Education or IB experience a plus

Technical and Soft Skills

• Excellent writing, communication and presentation skills
• Expertise with content management systems (CMS) and customer relationship management (CRM) tools
• Knowledge of digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers
• Knowledge of web analytics (e.g. Google Analytics, WebTrends etc.) and Google Adwords
• Working knowledge of HTML and design and email software
• Excellent interpersonal and analytical skills.
• Excellent project management skills.