Vacancy Details

10796 - Marketing Manager

Location: UAE - Dubai
Closing Date 30-Apr-2022
About the Role

The Marketing Manager will develop strategic marketing plans and conduct promotional activities to support GEMS Education & individual school brands. In partnership with the Enrolment-Marketing Managers (EMM), the Marketing Manager is responsible for planning and executing marketing campaigns aimed at creating awareness, interest, and ultimately enrolment within GEMS schools. The Marketing Manager will also be responsible for a portfolio of schools and will serve as a primary interface between the school, the enrolment-marketing manager, and the rest of the marketing team to ensure development and delivery in line with the marketing plan.

Marketing Management (ATL & BTL)

  • Design, management, and production of all marketing campaigns and promotional activities for the schools and the corporate brand
  • Create annual marketing plans and drill down specific marketing initiatives each quarter in line with school objectives and needs
  • Manage and curate outreach to avoid potential overlaps in the school’s marketing efforts
  • Lead the creative design, target definition/identification, and execution of campaigns
  • Identify, oversee and recommend methods and techniques to assess the creative effectiveness of marketing communications plans
  • Define the reporting models/criteria and rhythms on campaign effectiveness to support future improvement
  • Develop marketing materials and collateral in line with campaign/school needs eg. Fact sheets, brochures, etc.
  • Develop and maintain GEMS marketing materials and collaterals for Corporate, School, and Sales teams

Brand Management

  • Enforce brand standards across schools, ensuring consistency and adherence to the standards and protecting brand image
  • Manage the design of brand assets (logo, print material, packaging, stationery, advertising, website, etc.) which effectively positions the brand and maximizes its value.
  • Serve as custodian of brand identity for the school brands as well as the corporate brand
  • Assist in the articulation of each school brand including the USP, RTBs, discriminators as well as the foundational pillars of the brand using tools such as the brand key.
  • Manage brand research (internally or through external service providers)
  • Monitor competitive marketing activities and provide insights to the broader team

Strategy & Financial

  • Assist in the development of school-wise cross-channel marketing strategies taking into account the USPs and business objectives of the schools
  • Develop ATL/BTL marketing strategies that leverage cross-channel synergies to maximize brand reach and exposure thereby driving enrolment
  • Assist in articulating brand USPs for each school
  • Assist in the development of the corporate brand strategy
  • Assist in the development of advertising and media strategy to ensure maximization of exposure for schools within the portfolio
  • Manage annual marketing budgets for each school 
  • Report performance on key marketing KPIs and ROI for all campaigns and all schools at agreed frequencies
  • Provide input on the development of policies, systems, and processes to drive efficiency

Paid Media Management (ATL)

  • Oversee the development of media plans in collaboration with the EMM
  • Provide direction to the schools and EMMs on the identification of the target customer, media platforms, and campaigns to ensure suitable media exposure of the brand.
  • Monitor the performance of the annual media plan to ensure compliance with brand guidelines and ensure corrective action is taken where necessary.
  • Spearhead the adoption of digital media best practices and drive adoption, understanding, and impact within a broader team
  • Understanding of digital paid media management and reporting including analyzing trends and providing recommendations for future campaigns

Operational & Administrative

  • Ensure budget compliance, adherence to company policies as well as legislative and regulatory requirements for all campaigns
  • Serve as point of contact for external agencies and vendors and ensure GEMS interests are best represented
  • Ensure budgetary compliance
  • Ensure availability of creative assets including photography/videos and other relevant media for all schools
  • Coordinate and manage campaign materials review with relevant stakeholders and secure sign-offs prior to release.

Competitor information:

  • Responsible for the competitor dashboard and maintaining the document up-to-date
  • Competitor info update through desktop research
  • Work with Enrolment Marketing Managers to update the competitor dashboard
  • Track competitor ads on social and provide relevant updates to the Digital team on competitor targeting

Budget tracking and POs:

  • Quarterly Review of the school budget and corporate budget
  • Maintain tracking sheet of POs raised for schools and SSC

Vendor management:

  • Source quotations for Corporate and school projects
  • Oversee invoicing and payment management
  • New vendor research and onboarding with the support of the procurement team


About Your Benefits

All positions attract an excellent remuneration package including a competitive tax-free salary, tuition fee concession, private medical insurance, annual airfares to country of residence, and Gratuity.

About GEMS

Trusted for over 60 years and now a third generation education family, GEMS Education began in a single school room in Dubai. Today, we have the privilege of educating over 170,000 students from over 176 countries through GEMS owned and managed schools globally; over 270,000 students access resources through our services division.


About Application Process

If you meet the criteria and you are enthusiastic about the role, we would welcome your application.

To complete the application you would need the following document(s):

1. Resume/CV
2. Passport-size photograph

In line with the UAE's Emiratisation goals, GEMS welcomes and encourages applications from UAE nationals to join our fast-growing team.

Important Note : GEMS Education is committed to safeguarding and promoting the welfare of all of its students. Applicants will be required to submit a current police criminal clearance check or equivalent from their home country or current country of residence prior to appointment.