IDP Education Overview and Context IDP is a global leader in international education services. We’ve been operating for 50 years, creating a huge network of opportunity across almost 60 countries.
More information about each of our business lines is provided below, however, in brief we : help international students study in English speaking countries.
Our success comes from connecting students with the right course at the right institution and the right country;are a proud co-
operate 10 English language teaching campuses across Vietnam and Cambodia; anddeliver student engagement solutions for universities and institutions through the world’s most popular course search platformAs a sector leader, IDP delivers several professional development initiatives including the Australian International Education Conference (AIEC) and the popular English language teaching conference, CamTESOL.
Most importantly, our purpose is to help people as they strive to achieve their lifelong learning and career aspirations.
Business Structure IDP’s global team is led by Andrew Barkla, Chief Executive Officer and Managing Director. The Global Leadership Team comprises of Chief Strategy Officer, Chief Financial Officer, Chief Operating Officer, Head of People Experience, Director of Corporate Development, Chief Digital Marketing Officer, CEO of IDP-
Connect and five Regional Directors.Each Regional Director is responsible for managing their region’s complete operations.
All roles within IDP are focused on delivering outstanding service to our students, candidates, teams, clients and partners.
Our business linesStudent PlacementIDP is a world leader in assisting international students find the right overseas study option for them.
We have a global office network spanning 100 offices across 30 countries and our websites attract a combined 100 million visits a year.
Our team of experienced and dedicated counsellors are experts at providing trusted advice to students and their families at every step of the international education journey.
Almost 8 in 10 students placed by IDP recommend our services to their family and friends. IELTS The International English Language Testing System (IELTS) is designed to assess the language ability of people who want to study or work where English is the language of communication.
It covers four language skills listening, reading, writing and speaking.IELTS results are trusted by more than 10,000 organisations around the world, including universities, governments and employers.
IELTS is jointly owned by the British Council, IDP and Cambridge Assessment English. English Language TeachingIDP has been a leading provider of English language teaching (ELT) in South East Asia since 1988.
Our 10 campuses across Cambodia and Vietnam deliver programs ranging from short IELTS preparation courses through to extensive Business English programs.
IDP is also committed to helping build the capacity of educators in the region by hosting CamTESOL - a leading English language conference hosted annually in Cambodia.
IDP ConnectIn January 2017 IDP acquired The Hotcourses Group. It was later integrated into IDP’s client services as a new B2B division, IDP Connect.
A world leader in online student engagement and marketing, IDP Connect manages some of the world’s most popular education search websites.
IDP Connect also provides our university and institution clients unique digital insights with access to in-market knowledge in over 30 countries.
These insights, combined with our content marketing services, help clients achieve their marketing and recruitment goals.
Our PeopleIDP’s ongoing success comes from our highly committed and professional employees around the globe. It’s the diverse talent, expertise and passion of our people that makes IDP unique.
We strive to provide a working environment where our people are encouraged to excel, be agile and creative, seek new ways to solve problems, take initiative, and generate new opportunities.
We respect diversity in our people : their ideas, work styles and perspectives.We support career growth and have invested in significant in learning development programs to enable our people to continually develop their professional capabilities.
We also offer flexibility to ensure employees enjoy a work / life balance. Committed to a sustainable futureIDP is committed to building sustainable futures and improving the lives of our customers and our people.
We have in place a range of partnerships which aim to support the environment and empower communities where we operate. Company’s VisionIDP’s vision is to build a global platform and connected community to guide international students along their journey to achieve their lifelong learning and career aspirations.
Company’s Values Our brand values have been developed through comprehensive research and align with our customers’ expectations.
Our commitment to these values enable our teams to have an impact on the outstanding service we deliver.IntegrityWe continually strive to earn the trust of our customers, colleagues, clients and business partners by upholding the highest levels of personal integrity and providing a working environment built on respect, openness and transparency.
QualityWe provide the highest level of quality in the advice and counselling we offer, with our priority always being the best outcomes for our customers in each of our businesses.
ExpertiseOur expertise in our field enables us to provide detailed and current information. We pride ourselves on being knowledgeable and continually learning to ensure we are constantly evolving our services to meet the needs of our customers.
Caring We recognise that each customer is an individual, so we listen and act with humility and empathy to tailor a solution that delivers the best possible outcome.
Community We recognise that IDP operates within both local and global education communities. We strive to ensure that our operations contribute to enhancing the quality of life in those communities.
Code of Conduct Our Code of Business Conduct sets out the principles to guide all employees in how we conduct business on behalf of IDP and expectations of our professional behaviour.
The Code applies to everyone who conducts business on behalf of IDPPOSITION TITLE : Head Online Marketing (South Asia)LOCATION : India -
GurgaonBUSINESS UNIT : MarketingPOSITION PURPOSEThe Head- Online Marketing is accountable for the implementing the online marketing strategy and delivery of web traffic and qualified web lead volume across business lines (Student Placement & IELTS) for assigned countries.
The role is central to the delivery of revenue and profit objectives and will work with the Regional and Country teams to ensure the successful execution of online marketing initiatives.
Key Performance Areas and ResponsibilitiesStrategy and PlanningAdopt, localise and deliver IDP’s strategy for a modern marketing evolution, which drives the IDP global business strategyDevelop and agree comprehensive annual / quarterly / monthly marketing calendars and budgets that successfully support the achievement of country student placement and IELTS goals within agreed timeframes and to expected quality standardsSuccessfully meet web traffic and lead generation targetsOutcomes / measures for activities are set and monitored for achievementLiaise with the IDP global web support team to drive ongoing enhancements to our digital offering based on feedback from our students and clientsRun effective multi-
channel online marketing campaigns within defined lead generation targetsWeb Lead Generation (Paid Marketing and SEO)Lead and manage all new web lead generation activities in a highly effective manner, which meet the required number of leads by source, enabling countries to maximise the resulting business / sales opportunitiesIdentify new opportunities for generating leads and make recommendations to expand marketing activities where appropriate in order to leverage such opportunitiesEstablish IDP as the leader in the web space by ensuring high quality and relevant web content, SEO / SEM and other initiativesDrive SEO growth in both organic traffic & enquiries for all IDP websites (across region)Coordination with an in-
house SEO team regarding on-site changes requiredEnsure timely execution of SEO recommendations with help of development teamEvent Marketing ManagementDefine the virtual events calendar, plan and execute the events in timeHave campaigns planned & executed well in time to contribute to the success of IDP virtual & physical events.
This includes creating awareness of the event & generating leads to drive student attendanceEvaluate the success of marketing events from feedback received from both clients and studentsWeb Analytics, CRO & Content MarketingMake effective use of analytics to evaluate effectiveness of lead generationEnsure that clear reporting is in place for KPIs and metrics to enable the business to iterate and improveMake effective use of content marketing strategies to grown IDP online presence and keep IDP websites updated with relevant contentBuild CRO culture and run quarterly A / B tests to drive continuous improvement in web traffic to leads conversion ratesTeam LeadershipLead, develop and maintain a high performing team that will deliver IDP’s key marketing objectivesCreate an environment that delivers opportunities for collaboration and co-
operation across the global stakeholder relations and client teamsSet performance targets for key performance indicators for team ensuring all delegations are clearContribute to building a positive work environment within the team based on a shared commitment to IDP’s values and qualityFinancial ManagementManage budget and resource allocations effectively to deliver business prioritiesExercise appropriate stewardship over IDP assets and intellectual propertyExpenditure is in line with agreed budget and business prioritiesGeneralUndertake any other lawful duties as reasonably directed by managementRELATIONSHIPS InternalRegional DirectorRegional Marketing DirectorCountry DirectorCountry Marketing TeamOther Regional Marketing ContactsChief Digital Marketing OfficerGlobal Marketing Operations DirectorExternalThird Party Vendors and AgenciesCANDIDATE SPECIFICATIONEssential requirements (skills, knowledge experience & qualification(s)) : Bachelor’s / Master’s degree or equivalent8-
10 years of demonstrable experience in online marketing delivering high quality marketing campaigns and solutions with positive, measurable results around growth in SEO traffic, cost effective SEM and lead generation3-
5 years’ experience leading teams in delivering online marketing goals across multiple countriesHighly effective planning, organising and managing multiple competing priorities.
Creative thinker and able to develop contemporary and engaging marketing content.Highly effective relationship building and relationship management skills.
ability to glean and share insights with a broad audience.Proven success in managing SEO, SEM and Social Media initiativesIn depth understanding of online marketing best practices and digital technologiesExcellent verbal, written communication and presentation skillsdNjEn22WKr6ydWaKiznY58