Brand & Content Marketing Lead

Brand & Content Marketing Lead

At Arbor, we're on a mission to transform the way schools work for the better. We believe in a future of work in schools where being challenged doesn't mean being burnt out and overworked. Where data guides progress without overwhelming staff. And where everyone working in a school is reminded why they got into education every day. Our MIS and school management tools are already making a difference in over 7,000 schools and trusts. Giving time and power back to staff, turning data into clear, actionable insights, and supporting happier working days. At the heart of our brand is a recognition that the challenges schools face today aren't just about efficiency, outputs and productivity - but about creating happier working lives for the people who drive education everyday: the staff. We want to make schools more joyful places to work, as well as learn.

We are looking for a Brand & Content Marketing Lead to join the wider marketing team, owning and driving the brand, content and national marketing strategy at Arbor. The Brand & Content Marketing Lead will be responsible for brand strategy, campaigns and delivery, content marketing and strategic communications.

Core Responsibilities

Brand and Content Strategy

• Create and own the brand strategy and architecture for Arbor and its suite of products
• Shape and manage brand and content KPIs
• Own and maintain our Brand Guidelines and Visual Identity guidelines
• Craft and deliver on a brand marketing programme annually - defining brand activations to raise awareness, drive leads, and build equity with our target audiences
• Work with businesses we acquire to define key messaging and bring them cohesively into our suite of products
• Train, support and enable teams across the business to represent Arbor's brand in their work
• Create and own our annual content marketing programme - using content to drive inbound leads, keep Arbor top of mind, and boost engagement and community
• Manage our SEO/GEO strategy
• Build authority for Arbor and its brands in key thought leadership topics across content of all kinds (e.g. data, AI)
• Be the first point of contact on brand from identity to application - make sure our brand comes to life in everything we do

National Brand Campaigns (Demand Generation)

• Own end-to-end national, "broadcast style" campaigns to schools, trusts and LAs to drive demand for Arbor and its suite of products
• Deliver cross-brand demand gen activity including webinars, ads, and email campaigns with your team
• Work with your team to make sure social media messaging and outbound campaigns align
• Partner with our Events Manager and Go-to-Market SLT to make sure all Arbor events are well branded and high converting

Strategic Comms and Marketing

• Partner with SLT at Arbor and The Key Group to evolve our brands and positioning for new markets and investors
• Manage M&A comms internally and externally
• Work with our PR agency to manage crisis and proactive PR campaigns (e.g. MAT procurement)
• Work closely with major strategic partners - Google, AWS and Snowflake - to make the most of development funds and brand association

Team, Reporting and ROI

• Be a member of the Strategy SLT, making sure the whole team is working well together and is on track
• Manage a team of 2 x FTE, ensuring they are equipped to meet their KPIs/goals and to develop in their career
• Manage the budget for Brand and Content Marketing activity, reporting on ROI and ensuring value vs quality remains balanced
• Feedback on your team's work, helping them to achieve the best possible results
• Report weekly and monthly on results, identifying success and areas to improve
• Ensure best practice use of our tooling - e.g. Hubspot, Asana, and so on