Job Identification

● Duty station- BUNAMWAYA-NGOBE ROAD OFF ENTEBBE ROAD

● Job type -Full-Time Job

● Reporting to: DIRECTOR BUSSINES OPERATIONS

Company background

ST.LOUIS & LYNN HOLDINGS DRIVING SCHOOL was established in 2022 with an aim to promote road safety, teach good driving habits, and ensure that students are adequately prepared to pass both written and road tests. Schools aim to reduce the likelihood of accidents by providing effective driver training. Its currently having branches in BULOBA, ENTEBBE, & BUNAMWAYA- Ngobe Road(Head Office)

Mission Statement: Our mission at ST.LOUIS & LYNN HOLDINGS DRIVING SCHOOL is to provide high-quality driver education that equips individuals with the skills and confidence needed to become responsible, safe, and skilled drivers. We are committed to delivering personalized and comprehensive instruction in a supportive environment, ensuring every student is well-prepared for both the written and road tests.

Job Purpose;

The Marketing Manager is responsible for developing, implementing, and overseeing strategic marketing initiatives to promote the school’s services, attract new students, and retain existing customers. This role involves leveraging various marketing channels, both digital and traditional, to increase brand visibility, engage with target audiences, and drive enrollment. The Marketing Manager will also monitor the effectiveness of marketing campaigns, ensure consistent messaging across all touchpoints, and collaborate with other departments to support business goals.

Responsibilities

1. Develop and Implement Marketing Strategies:

• Create comprehensive marketing plans to increase brand visibility and attract new students.
• Identify target audiences and tailor campaigns to effectively reach them.
• Utilize both traditional and digital marketing strategies to promote the driving school’s services.

2. Digital Marketing Management:

• Oversee the school's online presence, including website content, social media platforms, and online advertising (Google Ads, Facebook, Instagram, etc.).
• Implement SEO strategies to improve website rankings and drive organic traffic.
• Manage email marketing campaigns to engage potential students and current clients.

3. Brand Building and Awareness:

• Ensure consistent messaging and branding across all marketing materials and channels.
• Develop creative content, such as blog posts, social media posts, videos, and promotional materials, to enhance brand awareness.
• Foster positive relationships with local communities and organizations to build credibility and brand loyalty.

4. Campaign Management and Analytics:

• Plan, execute, and monitor marketing campaigns to measure their effectiveness and ROI.
• Use data and analytics to assess the performance of marketing efforts and make data- driven adjustments.
• Regularly report on campaign performance, including traffic, conversion rates, and enrollment growth.

5. Offline Marketing Efforts:

• Organize and participate in local events, fairs, or sponsorships to engage with potential students and their families.
• Collaborate with local businesses or schools for partnership opportunities and joint marketing efforts.
• Design and distribute traditional advertising materials (brochures, flyers, posters) to promote driving school services in the local area.

6. Customer Retention Strategies:

• Develop programs or incentives to retain existing students and encourage referrals.
• Implement follow-up campaigns to check on past students’ progress, offer additional services, or encourage repeat business (e.g., defensive driving courses).

7. Budget and Resource Management:

• Manage the marketing budget, ensuring the efficient allocation of resources across various campaigns and initiatives.
• Optimize marketing spend to achieve maximum impact with minimal cost.

8. Market Research and Competitor Analysis:

• Stay updated on industry trends, local competition, and customer preferences.
• Conduct market research to identify opportunities for differentiation and areas for growth.

9. Collaboration with Sales and Operations:

• Work closely with the sales team to align marketing campaigns with sales goals.
• Support operational teams with marketing materials, such as brochures, flyers, or course information, to aid student conversion.

10. Manage Public Relations and Reputation:

• Address customer feedback, reviews, and inquiries, both online and offline, to maintain a positive public image.
• Develop strategies for managing online reviews and responding to student or parent concerns professionally.

11. Lead Generation and Conversion:

• Develop strategies to generate high-quality leads and increase conversions.
• Implement lead nurturing campaigns to move prospects through the sales funnel efficiently.

By fulfilling these responsibilities, the Marketing Manager ensures that the driving school attracts new students, maintains a strong reputation, and stays competitive within the local market.

Candidate specification

Educational requirements:

• Bachelor’s Degree OR DIPLOMA in Marketing, Business, or Related Field:
• Experience in Marketing (Practical Experience):

Other Relevant Skills:

• Project Management Courses: Knowledge in project management can be valuable for handling multiple marketing campaigns at once.
• Analytics Training: Understanding data analysis tools like Google Analytics or other CRM software is plus for evaluating marketing efforts.

Work experience.

• 2- 3 years in relevant field of marketing is required

Critical skills required

1. Digital Marketing Expertise

• SEO & SEM: Understanding how to improve the driving school's visibility on search engines through organic and paid methods.
• Social Media Management: Creating, curating, and managing engaging content across platforms like Facebook, Instagram, and YouTube, as many potential students are looking for information and reviews online.
• Email Marketing: Building and maintaining an email list for promotions, reminders, and valuable content (e.g., driving tips, discounts).
• Analytics & Data Analysis: Understanding data from website traffic, ad campaigns, and social media to improve and adapt strategies.

2. Brand Building

• Brand Positioning: Ensuring the driving school has a unique value proposition and clearly communicates why it's the best choice.
• Reputation Management: Monitoring and managing online reviews and customer feedback to maintain a positive brand image.
• Consistent Messaging: Maintaining consistent and clear messaging across all channels.

3. Customer Segmentation & Targeting

• Understanding the Target Audience: Identifying and understanding key customer segments, such as teenagers, adults looking to learn driving, or individuals preparing for license tests.
• Tailored Marketing Campaigns: Developing specific campaigns for each segment, such as offering packages or incentives for students or adults.

4. Local Marketing Knowledge

• Community Engagement: Building partnerships with local businesses or events (e.g., schools, car dealerships) to promote the driving school.
• Local SEO: Optimizing the driving school’s online presence for local search, so it appears when potential customers in the area search for driving lessons.
• Event Marketing: Hosting or attending local events, such as safety seminars or educational programs about road safety.

5. Strong Communication Skills

• Clear Communication: Effectively conveying marketing messages to the target audience and within the team.
• Public Relations: Managing media relationships and creating PR opportunities that could enhance the school’s visibility and credibility.

6. Customer Relationship Management (CRM)

• Customer Retention: Focusing on keeping past students engaged through follow-up emails, referral programs, or offering additional services.
• Lead Generation & Conversion: Using tactics like special offers, trial classes, or free consultations to convert leads into paying customers.
• Feedback Systems: Implementing systems to gather feedback and improve services based on customer suggestions.

7. Sales & Promotional Strategies

• Sales Techniques: Understanding sales strategies for driving schools, like discounting packages or bundling services (e.g., classroom lessons with driving hours).
• Promotions and Offers: Developing seasonal promotions, referral discounts, or group discounts to boost enrollments.

8. Budgeting & Resource Management

• Budget Planning: Managing marketing budgets and making sure funds are allocated effectively across campaigns.
• ROI Measurement: Analyzing the return on investment (ROI) for various marketing activities to ensure cost-effectiveness.

9.  Local Marketing Knowledge

• Community Engagement: Building partnerships with local businesses or events (e.g., schools, car dealerships) to promote the driving school.
• Local SEO: Optimizing the driving school’s online presence for local search, so it appears when potential customers in the area search for driving lessons.
• Event Marketing: Hosting or attending local events, such as safety seminars or educational programs about road safety.

10. Customer Relationship Management (CRM)

• Customer Retention: Focusing on keeping past students engaged through follow-up emails, referral programs, or offering additional services.
• Lead Generation & Conversion: Using tactics like special offers, trial classes, or free consultations to convert leads into paying customers.
• Feedback Systems: Implementing systems to gather feedback and improve services based on customer suggestions.

11. Sales & Promotional Strategies

• Sales Techniques: Understanding sales strategies for driving schools, like discounting packages or bundling services (e.g., classroom lessons with driving hours).
• Promotions and Offers: Developing seasonal promotions, referral discounts, or group discounts to boost enrollments.

12. Knowledge of the Driving Industry

• Regulations & Licensing: Staying informed about changes in driving laws, regulations, and licensing processes that might affect marketing efforts.
• Competitor Analysis: Keeping an eye on competitor marketing strategies to findopportunities for differentiation.

A successful marketing manager for a driving school will blend creativity with data-driven decision- making, using insights to refine strategies and maximize visibility