Opportunity:
Turn around an international educational services business unit.
Initiative:
Developed credible ‘study abroad’ value proposition within crowded market. Created high-touch sales/CS methodology and streamlined student recruitment cycle. Led team of six marketing and sales direct reports and managed four overseas partner offices plus multiple student workers.
Substantially overhauled select product offerings via new partnerships to improve margins, market appeal, quality and servicing manageability. Constructed educational programs matrix – pricing, features, timing – for over two dozen distinct products. Created eye-catching study abroad brochures, posters, datasheets and presentations. Directed social media, PPC, landing pages, analytics, email marketing & mobile leads. Conducted campus promos, adwords campaigns and CRM integration for lead generation, assignment and tracking.
Installed Salesforce and built multi-stage sales pipeline with custom applications, objects, tabs and fields. Captured thousands of direct customer leads and assembled database of institutional partners for B2B/B2C interlinked sales. Also managed creation of student portal integrated into CRM for case processing.
Results:
Turned business unit around from quarterly losses to break-even with a pipeline of leads for future profitability.
- Branding
- Brochures
- Collateral
- Copywriting
- Digital Analytics
- Google Adwords
- Market Research
- Program Management
- Program Planning
- Situation Analysis
