Kaplan is seeking a dynamic marketing and brand lead to head up marketing for our Bar Review group. Based in New York City, and working with the head of the business unit, the Director of Marketing will be focused on driving innovative brand/marketing strategy nationwide in a highly competitive space. Position will have complete control and responsibility for key marketing levers and will require leadership in developing and refining the group's brand positioning, online/traditional marketing, advertising campaigns, social media, promotional and pricing strategies. Success in this position will be defined by the ability to conceive and execute strategic marketing plans that maximize sales, attract new audiences and promote customer loyalty in the highly competitive market of bar exam preparation.
• Increase customer acquisition, conversion, and retention by driving brand awareness, creating compelling pricing and promotional strategies, and integrating in-field/online/retail efforts
Develop and implement brand building, revenue-building initiatives by leveraging social media (Facebook, Twitter etc.), online advertising and innovative new approaches (viral marketing campaigns, partnerships etc.)
• Develop comprehensive multi-year life-cycle marketing strategy with a goal of true closed loop marketing.
• Utilize market and competitor research to evolve brand positioning and maximize share. Ensure brand positioning is integrated throughout all customer-facing pieces
• Develop leads and drive traffic to site leveraging SEO/SEM best practices, social media and partnerships.
• Convert leads through database marketing (email, texts and other outbound vehicles)
• Convert traffic coming to site by optimizing experience and using best conversion tools
• Drive online and field event strategy and execution. Equip field with collateral to drive leads offline and through local events
• Oversee PR strategy and execution in coordination with KTP PR
• Partner with Product to understand key product benefits and determine how to best communicate them
• Work closely with Product and Research teams to develop consumer insights and represent voice of the customer for the Bar Review team
• Develop and execute pricing strategy reflective of our position in the market
The Person
• Analytical skills: Able to structure and process qualitative or quantitative data and draw insightful conclusions from it. Exhibits a probing mind and achieves penetrating insights.
• Strategic thinking/visioning: Able to see and communicate the big picture in an inspiring way. Determines opportunities and threats through comprehensive and analysis of current and future trends.
• Creativity/innovation: Generates new and innovative approaches to problems.
• Teamwork: Reaches out to peers and cooperates with supervisors to establish an overall collaborative working relationship.
• Enthusiasm: Exhibits passion and excitement over work. Has a can-do attitude with a willingness to "roll up your shirt sleeves" when needed
• Follow-through on commitments: Lives up to verbal and written agreements, regardless of personal cost.
• Persistence: Demonstrates tenacity and willingness to go the distance to get something done.
Key requirements
JD strongly preferred
3-5 years marketing experience
Fully conversant in digital marketing approaches and tools
Ability to act as the "face" of the brand when needed
Desire and ability to both take the lead on projects and work in a matrixed environment
A passion for making a difference in the bar market and with law students
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