Head Of Marketing And Sales Director

About us

In 2015, we started an education company to help students pass their licensing examinations. We believe we are excellent at what we do. Check out www.cleverorca.com, www.studentrdh.com, www.dentaltoaster.ca We are passionate about helping test-takers achieve their goals. Mission: “To empower learners.”

We have brands in exam prep:

·Dental hygiene

·Dental assisting

·Practice nursing

·Vet tech

·Pharm tech

·Massage therapy

·Physical therapy assisting

·Sonography

·EMT

·And more

We also provide continuing education for professionals via DentalToaster.

Our brands are in the US and Canada. Our main market is the US.

Core values: growth, agility, speed, good people

About the role

The focus is DIGITAL MARKETING.

We are a small team of 3 currently (+ part-time, contracts, and virtual assistants)

The new team member will be excellent in strategy and execution. As a “one-person marketing and sales department,” you have the ability to create anything you’d like. This also means you are responsible for making things happen instead of looking for answers from others.

One report to you: You have one School Manager (who provides school demo calls and pitches them about our exam prep online solution).

The role of marketing and sales is combined. Opportunity to grow into a director position.

General goals

-StudentRDH (dental hygiene boards review): 50-60% market share. Want to increase market share.

-CleverOrca brands (vet tech, nursing, etc.): new brands. Need to create a brand identity, optimize sales process, market, and sell. A specific sales target is set; it’s time to drive towards it.

Immediate marketing and sales challenge

-StudentRDH: We are upgrading StudentRDH with 2000 more questions (separated into knowledge, application, critical thinking) + New phone app release in October.

oCampaign around the new and improved values.

oSchool brochure: Every year, we send a small brochure to 400+ school. Need to design it with the new messaging.

oDo better than the competition.

-CleverOrca: We have 10 allied health exam prep that are new (of 2022 or 2023).

oCreate awareness.

oIncrease sales with brands that are promising (vet tech, practical nursing Canada).

Sales target

The team set together according to our 3, 10-year plan. Scorecards are reviewed monthly, quarterly, yearly.

Must be comfortable working towards targets.

On-going challenges

·Our audience is young, 19-30, mainly female: How can we create a brand image that resonates with this audience?

·We are “not just a question bank”: How can we differentiate ourselves from others who are selling low-quality question banks?

·We are relevant to our audience only for a very short window of their lives: 3-6 months before they graduate or take the exams. If we miss that window of opportunity, they will never be our customers.

·Vertical integration of products/services. For example, with thousands of students studying with us, what other offerings can we provide? What support can we provide to extend the life of a customer? That’s why we have the continuing education platform, but a lot more can be done.

Marketing and sales responsibility

·Conduct market and competition research

·Create social ads (FB ads and Google Ads)

·Maximize on-site marketing through optimization of SEO, lead magnets, UI/UX etc.

·Optimize sales systems, automation, and AI with existing learning management platforms

·Increase leads, increase conversion

·Create, review, and ship marketing brochures productions and shipment to schools

·Create and manage partnerships (schools, sponsors, products, etc.)

·Create an influencers marketing plan

·Gather customer feedback and adapt marketing (share with the team for product improvement)

·Video marketing through Youtube, IG, TikTok etc. (help film, edit, etc.)

·Create a brand story

·Design visuals

·Create a CRM if needed (we use Pipedrive, but some brands are too small to create a CRM system)

·Request schools to be on a call (the Director of schools relations can take the call, but sometimes, it will be you)

·Create a school sales strategy, and maintain school relationships with directors/faculties

Skills and Attributes

• Proficiency in paid ads
• Experience in all spectrums of marketing: copywriting skills, lead magnets, SEO, email marketing, videos, design, social media, etc.
• Data-driven mindset, obsessed with optimizing
• Willing to travel a few times/year to conferences, get on calls with customers/potential customers for market research, even for “sales” to collect information
• Passion for systems (we try to document everything)
• Expert in branding
• Managing experience to lead and grow a team
• Experience and knowledge of digital advertising (social media, display, search)
• Speed of thinking and execution
• Expertise in automation, AI, and anything that improves productivity (with less manpower)
• Experience in outsourcing tasks, delegation of work
• Passion for education

Qualifications

·10+ years of experience in DIGITAL marketing/sales or any type of work that makes you a good fit

·Confident and mature attitude (you will speak to program directors, deans, etc., who can be intimidating)

·10+ years of B to C marketing/sales experience. The reason this is mentioned is that school direct sales are rare. The end user makes the choices (according to our survey).

Benefits

·Flexible work hours (we are all working remotely)

·Health Spending Account (HSA)

·Generous vacation time