Bright Horizons is the leading provider of employer-sponsored child care, back-up care, early education, and work/life solutions. For more than 20 years, we have helped children, families, and employers work together to be their very best. We pride ourselves on being an organization that ensures that our own employees have the resources and encouragement to succeed in work and life. The guiding principles of our culture are not only based on honesty, respect, and teamwork but on also having fun.We have an excellent opportunity for you, so come and discover why Bright Horizons has been named eleven times by FORTUNE magazine as one of the "100 Best Companies to Work For."
The Parent Marketing Field Specialist manages and executes daily field marketing activities to achieve maximum enrollment and retention levels at lease model and bottom line centers in their assigned geographic regions.
Responsibilities Include:
Work in collaboration with Operations, Parent Marketing, and external vendors to refine regional/local marketing strategy and tactics consistent with overall company brand.
Independently generate localized strategies to optimize opportunities for each location represented.
Establish and nurture positive relationships with field operations leadership (i.e.; Center Directors, Regional Managers).
Independently track and analyze results of local/regional efforts and troubleshoot campaigns/programs accordingly.
Improve awareness of Bright Horizons center locations through lead generation and branding efforts consistent with overall company strategy.
Development of a marketing plan for each Bright Horizons location that identifies the appropriate tactics (campaigns, timelines, budgets, etc) to execute local marketing strategy in synch with national marketing efforts. Planning function must account for vertically integrating national, regional, and local efforts.
Identification and execution of promotional events targeted to appropriate demographic that drive inquiry levels and brand awareness above nationally orchestrated efforts and consistent with company goals. Execution includes event planning and budgeting, event execution, including presence at select events and event measurement and metrics.
Identification and development of regional/local marketing partnerships that align company brand in a positive manner and drive inquiry and brand awareness levels consistent with company goals including prospecting, identifying, contacting and meeting with potential high value partners (children's museums, parenting groups, pediatrics practices, retailers, e-tailers), develop formal partnership agreements, ongoing managing of partnerships, and measurement of results.
Turnkey execution of local referral programs that activate highly satisfied customers as brand advocates and networkers who drive awareness and inquiry levels above nationally orchestrated efforts and consistent with company goals. Activities include use of data to identify high potential referring parents, use of web media to design strategically appropriate referral program per location and execution of referral program in coordination with operations.
Utilization of web and social media tools on a local level to drive awareness and inquires consistent with company goals. Activities include development of a web engagement strategy per location, identification and research of potential web partners and monitoring and measurement of web traffic to track campaigns and results
Utilization of technology tools (CRM, light web production, e-mail, social media applications) to enhance marketing programs and tracking efforts.
Leading other grassroots efforts such as production and distribution of flyers, posters, newsletters in communities in target markets.
5 years field marketing experience in a consumer brand setting. Must have demonstrated ability to manage brand and brand messaging through entire sales cycle from awareness generation through to retention.
Demonstrated knowledge and experience in consumer marketing, including experience with revenue generating activities and driving traffic to stores and events.
Deep understanding of competitive landscapes in local markets and demonstrated ability to develop strategy based on market conditions and brand differentiators.
Experience with multi-site operations in a service or retail setting.
Ability to work independently, with multiple priorities, on deadline and on budget.
Project management skill and experience required.
Ability to synthesize data and reports, effectively analyze information and make recommendations accordingly.
Excellent communications skills and attention to detail.
Demonstrated skill with technologies related to marketing (CRM, reporting tools, analytics, websites, social media) essential.
BA or related education/experience required.
CareerBuilder - 2 years ago
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