Marketer / Marketing Executive
Taleemabad Powered by Orenda, Pakistan
Job Description
Why this position is supercritical and why you should apply:
You’ll be marketing to people who form the bulk of the ‘mass market’ in Pakistan. These are middle-lower middle-class households who pay 500-1000 per month to send their kids to private schools. Being successful in this role will mean that you will have understood and cracked this massive population segment - understanding their needs, pain points, and frustrations. From there on - you can apply this skill to market a ton of other products, or lead revolutions :)
To survive, this marketing will have to be unconventional. It can’t be off the shelf. That means that campaigns must be thought-provoking and action driving (in some cases provocative) - to ensure that they travel the distance that we want them to. Do this if you’re excited by the prospect of going against the grain.
As part of the Taleemabad Schools vertical, we are ‘upgrading’ existing low-cost private schools. Watch this video here to know more about what improvements a school sees once they upgrade.
The main value proposition to school owners is twofold: ii) we train their teachers and give them resources to teach at a consistently great level (better academics) and ii) we use our brand to land them more admissions (better business).
The guerilla marketer will be responsible for increasing the admissions growth for all of our partner schools (~40 expected till March 2022). They will do this by:
- Launching referral programs and schemes so that they can convince existing parents in Taleemabad Schools to bring in their relatives/acquaintances to the school.
Use geo-tagging to send notifications to Taleemabad users in a 2km radius of the school, convincing them to join the school.
Use SMS campaigns to drive more traffic/conversions to each school.
Pursue ATL strategies such as putting streamers, boards, pamphlets outside the school to raise awareness.
Help schools in conducting roadshows, open houses, milads, and other offline events that drive footfall in every school.
Pick up basic targeted digital marketing (Google Ads/Facebook Ads Manager), and use targeted YouTube/Facebook ads to push more leads to each school.
Job Specification
- Creativity (tons of it): You’ll be working in resource-constrained environments, targeting a population that is unique and inaccessible by some traditional means (e.g emails). You need to have an intuitive sense of what sits well with them.
- Ability to write good copy: Good copy is at the heart of each campaign - you must know how to say more with less, and to say it effectively.
Iteration: a great marketing strategy gets honed over time. How do you read data on what works and doesn’t work, and improve strategies accordingly?
Bias for action/execution: Lots of people have great ideas, it’s another skill altogether to be able to execute and iterate with speed. We want you to think of ideas and roll them out at lightning speed.
Analytical skills: A great marketer keeps great tabs on different strategies and how well they work. Analytics don’t have to be sophisticated - just enough to tell you what’s working and what’s not.