Marketing Manager

Corporate Lawrence, Massachusetts


Description

Position at Little Sprouts

    

Marketing Manager

Little Sprouts Early Education & Child Care

 

Title: Marketing Manager

Reports To: Vice President, Sales & Marketing

Location: Lawrence, MA (Boston Area)

 

SUMMARY

The Marketing Manager is a key leader in the organization that is responsible for maximizing revenue by driving profitable enrollment at all schools, ensuring an exemplary consumer experience for both new and current families, communicating effectively to internal and external stakeholders, and strategically capitalizing upon innovation opportunities.

 

MEASURES OF SUCCESS

The successful Marketing Manager will ensure that our early education and child care brands:

  • Are Well-Known in the Marketplace. Little Sprouts and other acquired brands should enter the selection set of all parents seeking early education services in our marketplace. Moreover, our company should be in the selection set of all organizations in our marketplace that might consider partnering with an early education provider. These goals will be achieved while remaining within the department’s allocated budget.
  • Convert Leads. From the initial inquiry through graduation, the Marketing Manager will strive to give parents both complete information and the “celebrity” experience, even before their child enrolls.
  • Enjoy a Sterling Reputation. The expectation is that Little Sprouts will have a waitlist at all schools due largely to favorable word-of-mouth referrals. The Marketing Manager will work closely with Executive Directors of schools to engage current customers, thereby improving their perception of the Little Sprouts brand.
  • Make Data-Driven Decisions. Little Sprouts and other brands will leverage its wealth of customer data to make highly-informed decisions on all marketing-related topics, including allocation of advertising budget, pricing, profitability of customer segments, lifetime value of a customer, etc.
  • Are Growth-Oriented. With an eye towards continuous improvement and rapid growth, the Marketing Manager will need to balance the needs of the schools with the aggressive growth objectives of the business. Relentlessly seeking new revenue-generating opportunities and effectively communicating objectives to drive action will be a key measure of success for the Marketing Manager.

 

RESPONSIBILITIES

The following responsibilities will be prioritized based on the current needs of the business:

  • Drive new leads, especially in challenged or new school markets, by honing the marketing mix within budget
  • Partner with the sales team to quickly and efficiently fill open slots with value-maximizing enrollment
  • Own tactical responsibility related to strategy and implementation of all digital programs, including websites, digital advertising, and social media, to ensure brand relevance and differentiation
  • Using deep data insights, leverage existing and emergent digital tools to deliver compelling content to new and current families
  • Develop innovation pipeline for new lead-generating initiatives that align with the overall brand positioning
  • Actively manage internal and external brand communications, including public relations, family interactions, customer service, and advertising
  • Maximize family retention by devising strategic initiatives that use key customer insights and motivate school teams
  • Lead all sales, marketing, and communications activities in pre- and post-opening activities for new schools and acquisitions, working cross-functionally with the Operations, People and Finance teams
  • Use market research to create deep intimacy with specialized market needs
  • Maintain detailed market intelligence – including consumer, industry, market, competition, and government – to help inform corporate growth or product evolution in the face of changing trends, requirements, and regulations
  • Establish relationships with corporate partners to expand local enrollment
  • Optimize inquiry-to-enrollment conversion ratio by leveraging data-driven analyses across the sales and marketing funnel, training key personnel, and continuously innovating the marketing process
  • Collaborate with a cross-functional team to achieve brand goals and the mission of engaging, educating and activating the brand target audience
  • Support cross-functional external communication and advertising, including but not limited to recruiting, business development, and other key stakeholders
  • Manage external agency and supplier partners in executing the marketing plans
  • Other duties as required

 

REQUIREMENTS

  • Bachelor’s degree required.
  • 5+ years post-undergraduate relevant marketing work experience or MBA.
  • Role based in Lawrence, MA (north of Boston).
  • Has strong track record of digital consumer engagement and data-driven program optimization.
  • Must demonstrate an ability to proactively develop and implement new, creative ideas for growth.
  • Motivated, highly organized, and flexible; a self-starter with a teamwork orientation.
  • Must be open-minded, a positive thinker, and enthusiastic.
  • Proficient in Microsoft Office (Excel, PowerPoint, Word).
  • Excellent time management, oral/written communication skills. May be required to submit a writing sample.
  • Ability to work under deadlines and move quickly and comfortably between projects.
  • Ability to partner with team members and accept and implement feedback.

 

WORKING CONDITIONS

  • Is able to work at least a full-time, 40-hour a week schedule, sometimes off-hours as the business requires (i.e., evening open houses or travel).
  • Is able to sit for long periods of time at a computer in a primarily sedentary position; manual dexterity required to use desktop computer and peripherals.
  • Some travel is required to schools, events, meetings, or new school/acquisition scoping: is able to travel in a car for up to 5 hours or fly. Local travel more frequent; may travel longer distances 1 time per month.
  • If occasionally supporting a classroom, is able to stand on feet for up to 90% of the day, capable of lifting up to 30 pounds, able to sit on the floor and crouch down, and perform all activities with the children including running, jumping, etc.

 

ABOUT LITTLE SPROUTS & OUR FAMILY OF BRANDS

Little Sprouts provides award-winning early education and child care across New England, currently in MA, NH, and CT (Building Blocks Early Learning Centers). Our employees are passionate about serving children and families with joy and confidence every day so we are able to create a family experience that is so much more than just daycare.

When we first opened Little Sprouts in 1982, we knew we were onto something big. We recognized the importance of giving children an early start in education and the amazing impact it can have on their lifelong development. Today, we continue to be an innovator in early childhood education by creating a learning approach that gives new meaning and dimension to the concept of literacy.

As the organization continues to grow, we also seek acquisition candidates that share in our passion for high-quality early education and care. We endeavor to support our team members and family of brands with innovative business solutions, customized coaching, and knowledge-sharing of best practices. We are on a meaningful journey to expand the power and potential of early education so that more children can experience the wonder and discovery of learning.

 


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