International Marketing Specialist

• Location: Oxford (Hybrid)             
• Working Period: Full time, Permanent
• Reports to: Marketing Insight and Strategy Lead
• Salary: £25,000 - £28,000

Key Objectives of the Role

Yugo is the trusted name for student housing, globally. Every day we connect young people to opportunities and students to amazing spaces. Here at Yugo, we like to do things differently. It's about people, planet, and passion.

The International Marketing Specialist will be responsible for developing and supporting the execution of marketing strategies tailored to emerging international student markets. This role requires a strategic thinker with experience in international digital marketing, understanding of cultural nuances, and the ability to design and implement effective go-to-market strategies.

This role will be vital in the evolution of marketing strategies for all brands in emerging markets both as standalone brand marketing campaign and through strategic alliance with student housing marketplaces, namely, but not limited to, student.com.

The International Marketing Specialist will be supporting the new customer acquisition globally through new feeder market approach, strategic advise to partner agencies and through thorough data analysis of owned and external data.

It’s a big job! You are a self-starter and are (relatively) autonomous, at least enough to work across multiple time zones and jurisdictions. Crucially you are passionate about and energized by new projects and creating growth and contributing to the success of the business.

___

Key Responsibilities

• Develop comprehensive (digital first) marketing strategies focused on emerging international student markets such as China, India, Nigeria and other key international feeder markets for the current operational markets for the business.
• Conduct market research and competitive analysis to understand trends, opportunities, and challenges in target markets.
• Design and assist with execution of go-to-market plans that drive brand awareness, engagement, and student acquisition in the specified regions.
• Support with the management of digital marketing campaigns across various channels, including social media, search engines, email marketing, and content marketing in the feeder markets.
• Collaborate with local teams, agencies, and partners to ensure marketing efforts are culturally relevant and resonate with target audiences.
• Optimize marketing campaigns through data-driven insights and performance metrics, ensuring continuous improvement and ROI.
• Develop and oversee content strategies that address the unique needs and preferences of international students in each market.
• Monitor and analyse market trends, customer behaviour, and competitive landscape to identify opportunities for growth and innovation.
• Prepare and present regular reports on campaign performance, market insights, and strategic recommendations to senior management.
• Support and work closely with insights and operational teams to identify demographics in current student population and how that can help shape entry into new markets.
• Work with international marketplaces such as student.com to optimize the output through these platforms, sharing of feeder market initiatives, reporting on relationships and help design the global agreements with these providers to maximize leasing.

What else?

This job description serves as a guideline, this list of responsibilities is not intended to be exhaustive and other requests commensurate with the role may be made of you from time-to-time.  This is a hands-on commercial role.

___

Key Skills & Capabilities

• Be Bold. Articulates and reinforce our employee brand story, values and behaviors with the team. You’ll also need to be able to bring digital stats to life.
• Be True. Shows interest in, anticipates, and responds timely to stakeholders. Strives to consistently exceed service standards.
• Be Real. Plans, coordinates and manages internal and external resources to accomplish goals.
• Be Open. – A team player, even via Microsoft Teams! Engages with colleagues knowing that the best way to grow is together. Understands and recognizes the value of other points of view and ways of doing things.

Experience and Knowledge

Essential:

• Marketing or Communication related degree or equivalent professional qualification.
• Excellent written and spoken English.
• Strong understanding of digital marketing channels, including social media, SEO, SEM, email marketing, and content marketing.
• Ability to develop and manage campaigns that are culturally tailored and resonate with diverse audiences.
• Ability to communicate in Mandarin and understand of Chinese social media platform will be a plus point.
• Excellent analytical skills, with experience in using analytics tools to measure and optimize campaign performance.
• Strong project management skills and the ability to manage multiple initiatives simultaneously.
• Exceptional communication and interpersonal skills, with the ability to work effectively with global teams and stakeholders.
• Ability to maintain strong working relationships with all stakeholders (teammates, students, owners etc).
• Be passionate about the details, do what it takes with momentum, resourcefulness, and a positive, go-getter attitude regardless of the tasks at hand.
• Must be able to multi-task, grasp complex concepts, collaborate with subject matter experts and ultimately present solutions effectively in written and visual format.
• Ability and willingness to travel in the region.

Desirable:

• Keen learner.
• Able to communicate in Mandarin and understand Chinese social media platform.
• First experience with budgeting.
• Knowledge of strategy setting and owner relations.

The Yugo team is a force for good, our mission is to harness this passion to deliver an extraordinary living experience that supports the transition to and from student life.