Digital Marketing

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Job# 30394 BH# 360182
Contact# 5366059

Senior Marketing Manager

Job Summary The Senior Marketing Manager, Growth (New Center Openings) reports to the VP of Marketing Programs and is responsible for the marketing strategy and execution of all marketing activities to support growth initiatives – both new centers and acquisitions. This is an exciting, newly-created, pivotal role for the Marketing team, and is uniquely positioned to help the company grow and meet ambitious revenue, business and financial goals. This role owns strategy and drives the end-to-end integrated marketing, brand awareness, and go-to-market activities for a rapidly growing business. The Senior Marketing Manager, Growth (New Center Openings) must have a strong orientation to cross-functional collaboration (across internal teams, external agencies and field teams) and a strategic view on all marketing aspects of opening new centers in new markets. The role is required to set the strategy, goals and objectives for all new center opening campaigns, optimize workflow across multiple campaigns, and maintain a commitment to community building and brand building across various channels. Success in role will ultimately elevate the brand, attract new families, funnel inquiries and drive conversions. Relocation Assistance Available Key responsibilities include: Brand: Protect and nurture the brand. Ensure consistent, high-quality delivery of messaging, content, digital and social. Media (earned, bought, social) needs to be compelling and consistent to drive awareness and create customers. Positioning: Develop the organizational discipline to optimize brand positioning (local, regional, and national) through consistent execution of a tiered marketing approach. Steer campaigns to share the unique stories of products, teams, scale and experiences with customers. Messaging: Monitor the deployment of messaging and style guide across all campaigns and channels. Customer Focus: Deepen the organization’s understanding of customer segmentation in each market where we are opening new centers. Drive activities to meet the needs of each segment, and regularly report on movement of customers (prospective KCLC and KCE@Work families) through the sales funnel. Integrated Marketing: Refine on-going efforts to execute integrated marketing campaigns per new center opening. Develop end-to-end timelines for the business and the field, bring all stakeholders together (content, creative, digital, print, etc.) for successful execution in each market, while carefully monitoring for evolving dependencies Marketing P&L: Responsible for Growth P&L: tracking all activities for budget management and measurement of targets (qualitative and quantitative), to enable reporting on impactful spend and growth: increases in brand awareness; increases in lead generation and successful conversion of customers. Manage external resources: Optimize existing agency partnerships, and/or onboard new agency partners. Mentor any team member and contractor who engages with vendors across multiple disciplines, including graphic design, copywriting, advertising and marketing, freelance writers, and more. Build a world-class team: Collaborate effectively with key stakeholders, and mentor, develop and grow an extraordinary team to contribute to the overall culture of the company. Qualifications Key desired skills and experience: Bachelors or Masters’ Degree in Marketing or a related field At least 5 years of similar experience in integrated marketing roles with ideally prior experience in Go-to-market activations or event marketing in a medium to large multi-unit company Excellent understanding of how to reach the right audience at the right time utilizing various industry tools and technologies Proven strategic thinking skills and a track record of developing and leading multiple campaign timelines, and meeting aggressive deadlines Strong writing, presenting and facilitation skills for conveying complex concepts in clear language and visuals that showcase non-generic business objectives and customer benefits Dynamic leadership style for influencing cross-functional teams and engaging with project stakeholders – ranging from center staff to senior executives Entrepreneurial spirit: high-energy; customer-centric; creative problem-solver who thrives in a fast-paced environment; and can confidently navigate an evolving organizational landscape and is comfortable dealing with ambiguity Interest in taking initiative to create/refine processes to ease effort and hold people accountable to achieve results. The ideal candidate is also willing to roll up their sleeves when needed. Creative mindset: motivation to seek out original branding opportunities and identify new; value-add opportunities (e.g. special projects) Passion for identifying, managing and developing talent; managing individual skill development and supporting career aspirations of direct team members. This position will supervise 2 direct reports. Limited travel expected – less than 10%