Senior Manager

Job Description

The Head of Regional Marketing for Mature Markets is responsible for leading and executing marketing strategies to drive customer engagement, retention, and revenue expansion in established markets for our portfolio of integrity and assessment solutions. This role focuses on deepening customer relationships, expanding existing accounts, and positioning the company as a long-term partner in education technology. The role involves collaboration with global marketing, sales, customer experience and product teams, budget management, and leveraging data-driven insights for optimization.

Responsibilities

Regional Strategy and Planning:

• Develop and implement marketing strategies tailored to mature markets, focusing on customer retention and account expansion for our Integrity solutions.
• Define and oversee region-specific marketing plans (NOA, UK/I, ANZ, Nordics, Iberia and LATAM) to support revenue growth and long-term customer relationships, leveraging market insights and customer data.
• Develop demand generation marketing plans to support new growth opportunities with our Assessment solutions.

Campaign Development and Activation:

• Utilize global campaign  toolkits to ensure messaging and content resonate with mature market audiences using a multi-channel approach, including events, strategic partnerships, email campaigns, digital marketing  and account-based marketing (ABM).
• Partner with customer engagement and product marketing teams on developing end-to-end customer lifecycle marketing campaigns, including expansion, cross sell and upsell, retention, and win-back initiatives.

Sales and Marketing Alignment:

• Partner with regional sales leadership to ensure marketing strategies support customer expansion, upsell and retention goals.
• Provide sales and customer success teams with tools, content, and insights to engage existing customers effectively.
• Align with corporate marketing teams to adapt and localize campaigns for mature markets.

Budget Management:

• Develop, manage, and optimize the regional marketing budget for mature markets.
• Ensure efficient allocation of resources to maximize customer retention and revenue growth.

Data Analysis and Reporting:

• Monitor key customer metrics, such as usage and adoption, retention rates, churn rates, customer satisfaction scores, and customer lifetime value.
• Use data-driven insights to refine marketing strategies continually.

Customer Advocacy and Thought Leadership:

• Deploy the regional customer advocacy programs, leveraging success stories and testimonials.
• Promote thought leadership through strategic content, customer events, webinars, and participation in industry events.

Market and Competitive Analysis:

• Develop a framework for gathering insights on competitive positioning and customer preferences.
• Use insights to refine strategies for mature markets and identify retention risks.

Innovation and Best Practices:

• Stay up to date with industry trends and best practices in customer lifecycle marketing and implement innovative strategies to drive customer engagement and loyalty.
• Share successful approaches and insights with global marketing teams.

Team Leadership and Development:

• Lead, mentor, and develop an international regional marketing team of 3.
• Foster a culture of collaboration, accountability, and continuous improvement.

Qualifications

Requirements:

• Minimum of 6+ years in marketing roles, with at least 2 years in a leadership capacity within the education technology or edtech industry.
• Proven experience in customer lifecycle marketing, retention, and account expansion.
• Strong understanding of marketing strategies for mature markets.
• Experience managing and mentoring diverse, global teams.
• Expertise in digital marketing and ABM strategies.
• Proficiency in marketing analytics tools (e.g., Tableau, Salesforce).
• Ability to work flexibly across global time zones, especially in NOA, Europe, and LATAM.

Preferred Location:

• Europe (UK) or US with the ability to work across multiple time zones.