IDP Education Position Description

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1 IDP Education Position Description March 2016

2 1. IDP Education Overview and Context IDP Education is a global leader in the international education industry which operates a number of related business lines including; international student placement; English language testing; and English language Training. We are a rapidly growing global organisation with ambitious future expansion plans. IDP Education is a publically listed company in Australia. Education Australia, a company representing 38 prestigious Australian Universities, owns 50% of the shares in the business with the remaining 50% held by public investors. Business Structure IDP s global team is led by Andrew Barkla, IDP Education s Chief Executive Officer. The Global Leadership Team comprises our Chief Strategy Officer, Chief Financial Officer, General Manager People and Culture and our five Regional Directors, who are responsible for managing the complete operations within geographic areas. Each Regional Director is responsible for the management of the P&L performance of the region, the management of the offshore network of country offices that are involved in Student Placement, Testing and English Language Training, as well as delivering outstanding service to our students, candidates, clients and partners. Student Placement We are a world leader in assisting international students find the right overseas study option for them, with a global network of more than 80 student placement centres in over 30 countries. IDP has placed more than 400,000 international students over the past 45 years. Our experienced education counsellors are well-trained to support and provide professional guidance to international students. At IDP Education, students come first and we are committed to helping students choose the right course and achieve their desired study outcomes. IELTS IELTS is the International English Language Testing System and is jointly owned by British Council, IDP: IELTS Australia and Cambridge English Language Assessment. IELTS is the world s most popular high stakes English language test, accepted for study, work and migration; with more than 2.5 million tests taken across 140 countries in the last 12 months. IDP has more than 400 test locations in over 50 countries. Over 9,000 organisations, such as universities, employers, immigration authorities and professional registration bodies in 135 countries, recognise IDP Education Ltd Position Description - 2 -

3 IELTS scores and rely on IELTS for education, immigration and professional purposes. English Language Teaching IDP Education has been involved in English language teaching since Today it runs English language schools in Thailand and Cambodia, and partners with UTS: INSEARCH in the Australian Centre for Education and Training (ACET) in Vietnam. Our People IDP Education s ongoing success comes from our highly committed and caring employees around the globe. We encourage teamwork in order to leverage our people's diverse talents and expertise through effective collaboration and cooperation throughout our business. We strive to provide a working environment where people are encouraged to excel, be creative and seek new ways to solve problems, take initiative, generate opportunities and be accountable for their actions. We believe in developing dynamic, inclusive work places that encourage and celebrate cultural differences and views, and provide opportunities for personal, professional and career development all around the world. We respect diversity in our people: their ideas, work styles and perspectives as well as offering flexibility to ensure employees enjoy a satisfying balance of work and personal life. 2. Company s Vision IDP Education s vision is to become and be seen, by students, candidates, clients, partners and local institutions as the leading global and premium services provider for international student enrolments and English language testing. 3. Company s Values Our brand values have been developed through comprehensive research and align to our customer s expectations. Our commitment to these values enables our teams to have an impact on the outstanding service we deliver. Integrity They will earn absolute trust of all their students, colleagues, clients and business partners by upholding the highest levels of personal integrity and providing a working environment built on respect, openness and transparency of communication. IDP Education Ltd Position Description - 3 -

4 Quality They will provide the highest level of quality in the advice and counselling they offer, with their priority always being the outcome for the student. Expertise Their expertise in their field will enable them to provide detailed current information, thereby delivering optimal efficiency for students in the filing and processing of course application, visa counselling and pre-departure readiness. Caring They recognise that each student is an individual, so they will listen and act with humility and empathy to tailor a solution that delivers the best outcome for each student. Community They recognise that IDP operates within both local and global education communities. They will strive to ensure that their operations contribute to enhance the quality of life in those communities. 4. Code of Conduct Our Code of Business Conduct sets out the basic principles to guide all employees in how they conduct business on behalf of IDP and guides our professional behaviour. The Code applies to everyone who conducts business on behalf of IDP Education. IDP Education Ltd Position Description - 4 -

5 POSITION TITLE: LOCATION: REPORTS TO: BUSINESS UNIT: Digital Specialist Melbourne Digital Marketing Manager External Affairs Group DATE: March 2016 POSITION PURPOSE Together with the digital marketing manager this role is responsible for the IDP websites and social media communities. Primary responsibility is for the daily and other updates to the website including loading of content, website enhancement and optimisation, and the implementation of marketing campaigns (online and offline). The role works closely with the Digital Marketing Manager, the Product Marketing team, and the Conference and Events leader to optimise IDP s digital presence and to support IDP s marketing and sponsorship programs. This is a permanent role. Key Performance Area Business Plans Marketing & Operational Performance Key Responsibility Contribute to the development of the marketing plan for IDP Education in line with business priorities. Implement digital campaigns and provide campaign reporting to meet business objectives for IDP Education s products student placement, IELTS, and to a lesser degree, English language teaching. Ensure campaigns are integrated where possible across a range of platforms and suitable for a range of devices. Under the direction of the Digital Marketing manager work to increase lead generation and customer loyalty by enhancing engagement across IDP Education s digital platforms (display campaigns, social media, edms and SEM). Introduce new lead generation activities that are informed by analysis of user journeys across our digital platforms. Maximise the landing page experience to generate leads for each campaign by utilising conversion optimisation and A/B split testing. Utilise keyword analysis and an understanding of SEO techniques to maximise the reach of corporate content across an international audience. Measures Digital marketing objectives are to be included in the IDP Education marketing plan. Delivery of new and continued initiatives on time and on budget Leads generated Growth of our social media audiences Leads generated User journey statistics including traffic, click throughs, time on site, unique visitors, conversions to leads (student placement) and conversions to registrations (IELTS) Increased traffic and increased engagement, new visitors, quality of new content

6 Key Performance Area Global Participation People Key Responsibility Contribute to an internal team to implement new SEO strategies across corporate and local websites. In conjunction with the marketing communications and product teams, leverage a range of corporate sponsorships and industry activities to develop new campaigns relevant to our target audiences. Manage the process of uploading approved new content to corporate websites using Sitecore and other content management systems Manage the day-to-day update requests from across the IDP Education and IELTS test centre networks for minor updates to content. Contribute to IDP Education s social media activities, including Facebook, Twitter, Google Plus and Linked In, by drawing on internal and external resources. Contribute as required to the ongoing advice on social media provided to IDP Education s network of office and test centres by maintaining a series of Standard Operating Procedures and content logs. Ensure data storage and electronic communications comply with relevant privacy legislation Contribute to the AIEC by assisting the conference and events leader with social media and web marketing support. Produce regular reports monitoring competitor campaigns and online activity Use the IDP & IELTS brands and brand messaging with integrity in all marketing and promotional activity. Requires experience working within formal brand guidelines, providing feedback to agencies and applying insights gained from market research Maintain awareness of digital marketing technologies Undertake any other lawful duties as directed by management. Engage with the IDP Education network to determine objectives and expectations, and to increase the use of centrally-led marketing initiatives Contribute to building a positive work environment within the team based on a shared commitment to IDP Education s values. Measures SEO statistics Accuracy and timeliness of approved content uploads Accuracy and timeliness of approved content uploads Community growth, community engagement Integration between social media and digital campaigns Legal compliance Stakeholder feedback Timeliness of reports Stakeholder feedback 100% brand compliance. Implementation of consumer insights gained through market research Introduction of tools as they become industry standards Improved efficiencies Team is able to operate flexibly and manage contingencies. Network satisfaction and take up of centrally-led initiatives Manager and team feedback IDP Education Ltd Position Description - 6 -

7 Key Performance Area Key Relationships Compliance Communications Key Responsibility Provide leadership and direction in implementing priorities agreed through the business plan. Use awareness of individual strengths and needs to drive personal growth and development. Give honest and constructive feedback in dealings with colleagues and stakeholders. Collaborate widely within IDP Education across both the Student placement and IELTS teams. Maintain relationships with internal and external stakeholders and service providers as the basis for trust and cooperation. Understand and respect IDP Education s quality and compliance requirements in the management of marketing collateral, including contract management and privacy requirements. Engage effectively with colleagues in the central marketing team and the wider External Affairs Group to agree campaign objectives and timings. Measures Feedback internal and external Individual training plan reflects development priorities Feedback internal and external Stakeholder feedback Good relationships underpin the delivery of successful events. Stakeholder feedback Compliance with Privacy legislation Contribution to the Marketing team s scorecard RELATIONSHIPS Internal IDP Education staff (central and regional) IDP IELTS test centre network, as required External IELTS Test Partners, as required Marketing agencies and service providers PERSON SPECIFICATION Essential Requirements: Minimum of five years digital marketing experience supported by a marketing degree or degree in related field Experience delivering end to end digital campaigns Experience with content management systems Experience with Unbounce, Mailchimp, Google Analytics and Microsoft Excel Experience working with internal stakeholders (onshore and offshore) and external stakeholders (agencies, vendors, business partners) Ability to develop marketing campaigns for complex products, with an eye for detail Ability to deliver marketing communications within a brand management framework Well-developed analytical and reporting skills Organisational skills and ability to maintain focus under pressure Good client relationship skills and ability to influence, negotiate and achieve resolution of problems IDP Education Ltd Position Description - 7 -

8 Ability to make decisions and act with integrity Demonstrated skills in managing projects and budgets. Desirable Requirements: Familiarity with the higher education/international education sector or English language teaching sector Familiarity with services marketing Experience in operating within a global, matrix framework IDP Education Ltd Position Description - 8 -

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