Digital Marketing & Research Analyst

This role is an exciting opportunity to join the Alpha Plus Group Head office team as a digital marketer and research analyst. The role will be varied, and will offer high exposure to senior management in the company including working with the Director of Marketing and Sales and with the CEO.

We are looking for an individual who has a good knowledge the suite of software packages traditionally used for marketing, such as Twitter and Facebook as well as experience of tracking usage data for websites, and someone who can channel this data and use these digital marketing platforms with a view to increasing visits by prospective parents to each of our schools.

As a researcher you should be able to find information readily from the world wide web, packaging this up into easy to read reports which will help the CEO and his team to identify possible acquisition targets and provide information on local competitors in the market place (e.g. providing benchmarking data on school fees charged by our competitor schools).

Assignments could include: working with the Director of Marketing and Sales to define the unique proposition of a school; working with the Director of Schools and Heads to identify additional opportunities to increase profitability; working with the Director of Education to analyse school and college test and examination data; working with the Head of Global Sales on the efficient allocation of sales personnel around the world (who provide international students from over 60 different countries for our three boarding schools).

Key Skills & Requirements

• Strong problem-solving skills
• The ability to break down complex commercial problems into their constituent parts and delivering easy to read reports
• Strong communication skills, able to discuss and present your findings to senior managers.
• Analytical and reporting skills – finding, collecting, and analysing data from a wide range of sources.
• A strong work ethic
• Able to build good relationships with senior leaders in schools and in head office.
• Project Management skills, converting requirements into workable plans, priorities, and actions.
• Works well and proactively in a team environment
• Demonstrable experience of digital marketing
  

Key Responsibilities

Digital Marketing

• Write and optimise content for the Group website and social networking accounts such as Twitter
• Manage and maintain the organisation’s website(s)
• Track and analyse website traffic flow and provide regular internal reports for the Group website and the other school groups
• Attain key performance indicators such as reducing the website bounce rate, increasing dwell time or improving conversion
• Continually work on the Search Engine Optimization of the websites
• Develop a digital content plan and oversee production and delivery
• Create online banner adverts and oversee pay per click (PPC) ad management where required
• Set up email marketing programmes using Eloqua and report of metrics
• Work on printed material to supplement online products
   

Research (strategic and analytical)

• Articulating, planning and executing analytical projects to support senior stakeholders within the business. These projects could cover any of the commercial or educational aspects of the whole Alpha Plus business or any of its member schools
• Reporting and presenting findings to senior stakeholders
• Drawing business insight from education market information, collating both industry databases (eg from the DfE) and information from external stakeholders (eg interviews with experts)
• Analytical modelling to establish - for instance - market sizes, likely growth rates, profitability of certain scenarios or business decisions, revenue potential from specific opportunities
• Catchment area analysis, to understand the buyers around a certain school or potential school location and help to inform school strategy
• Annual data collection and analysis of A levels and GCSE results from the schools and colleges
• Other ad-hoc analysis pieces required by the CEO or other members of the Alpha Plus senior management team as the business needs arise
• Articulate, plan, and execute research and analysis projects to support senior stakeholders. Projects could cover any commercial or educational aspect of the business, or its’ schools.
• Find, research, and draw business insight, from a range of sources, including industry databases, external stake holders, and other online sources
• Provide Analysis and modelling across a range of projects – e.g. catchment area analysis, market sizes, school fees, scenario profitability, revenue potential from specific opportunities
• Write strategic business plans and project plans – bringing together the different departments in the business.
• Annual collection and analysis of internal and external results from the schools and colleges
• Report and present findings to stake holders
  

Examples of projects undertaken in the past 12 months:

• Catchment area analysis, and strategic reports regarding the acquisition of new schools and sites – for the UK, New York, and Chinese Markets.
• Bespoke research, analysis and recommendation for individual schools regarding issues such as catchment area, fees, and competition.
• In-depth analysis and reporting on HR issues including staff turnover, and pupil to teacher ratios.
• Research and written academic reports on topics including: AI and VR in Education, and Co-education.
• Research and foster good relationships with sports facilities managers around London
• Research competitor individuals and companies – both UK based companies and abroad